TABLE 3.
Scale properties.
| Factor | Item | Standardized loading | Cronbach’s alpha | Composite reliability | AVE |
| Mianzi giving | M1 | 0.872 | 0.822 | 0.894 | 0.739 |
| M2 | 0.793 | ||||
| M3 | 0.909 | ||||
| Renqing | R1 | 0.916 | 0.889 | 0.931 | 0.819 |
| R2 | 0.873 | ||||
| R3 | 0.924 | ||||
| Ganqing | G1 | 0.928 | 0.934 | 0.958 | 0.884 |
| G2 | 0.937 | ||||
| G3 | 0.956 | ||||
| Usefulness | U1 | 0.929 | 0.908 | 0.942 | 0.844 |
| U2 | 0.937 | ||||
| U3 | 0.890 | ||||
| Interestingness | I1 | 0.890 | 0.917 | 0.941 | 0.801 |
| I2 | 0.885 | ||||
| I3 | 0.930 | ||||
| I4 | 0.874 | ||||
| Expected guanxi benefit | EGB1 | 0.887 | 0.913 | 0.946 | 0.852 |
| EGB2 | 0.957 | ||||
| EGB3 | 0.924 | ||||
| Positive emotion | PE1 | 0.806 | 0.780 | 0.872 | 0.695 |
| PE2 | 0.791 | ||||
| PE3 | 0.899 | ||||
| Intention to like | IL1 | 0.976 | 0.983 | 0.989 | 0.967 |
| IL2 | 0.988 | ||||
| IL3 | 0.987 |