TABLE 6.

CFA results

Factor/items	Factor loadings	CR	AVE	Cronbach’s alpha
Consumer vulnerability––product promotion		0.76	0.51	0.76
I often buy advertised products	0.68
I often buy based on the product information obtained from mass media (TV, radio, magazines, and so forth)	0.72
I usually buy products that are recommended in market promotion activities	0.75
Consumer vulnerability––purchase ability		0.74	0.48	0.73
When buying a product, I often have no alternative but to give up my first preference and choose another/worse one	0.63
When buying a product, I often realize that there are very few options within my ability	0.70
I am often unable to buy what I want and need to buy a similar substitute	0.76
Consumer vulnerability––distinguish ability		0.72	0.56	0.70
When buying a product, I usually do not know what information is fraudulent	0.80
Within the consumption process, I usually cannot tell which marketing method is fraudulent	0.70
Consumer resilience		0.86	0.57	0.86
When things look hopeless, I never give up	0.63
When under pressure, I can focus and think clearly	0.70
I think of myself as a strong person	0.88
I can handle unpleasant feelings	0.84
I think I am in control of my life	0.70
Purchase satisfaction		0.92	0.75	0.92
I think that the market approach, of the companies from which I bought during the pandemic fulfilled my expectations	0.80
I am satisfied with my relationship with the companies from which I bought during the pandemic	0.91
I would recommend the companies from which I bought during the pandemic to others	0.90
My purchasing experience with companies from which I bought during the pandemic is very satisfying	0.85

Abbreviations: AVE, average variance extracted; CR, composite reliability.

All standardize coefficients (factor loadings) are significant at p < .001.