Table 3.

Quality criteria and factor loadings.

Constructs	AVE	Composite reliability	Cronbach's alpha	Item	Loadings	t-value
Performance Expectancy (PE)	0.696	0.919	0.891	PE1	0.869	66.860
				PE2	0.743	23.067
				PE3	0.835	40.271
				PE4	0.815	34.223
				PE5	0.902	78.211
Effort Expectancy (EE)	0.778	0.933	0.905	EE1	0.868	28.015
				EE2	0.909	48.059
				EE3	0.925	70.884
				EE4	0.823	24.327
Social Influence (SI)	0.762	0.927	0.895	SI1	0.897	66.171
				SI2	0.916	72.912
				SI3	0.941	105.129
				SI4	0.722	17.327
Facilitating Conditions (FC)	0.705	0.878	0.796	FC1	0.845	39.261
				FC2	0.827	23.202
				FC3	0.847	32.032
Hedonic Motivation (HM)	0.762	0.927	0.896	HM1	0.868	56.340
				HM2	0.819	31.483
				HM3	0.897	58.017
				HM4	0.905	68.642
Price Value (PV)	0.930	0.975	0.962	PV1	0.961	147.674
				PV2	0.967	219.842
				PV3	0.964	213.129
Habit (HT)	0.766	0.929	0.899	HT1	0.889	88.692
				HT2	0.883	54.347
				HT3	0.867	48.854
				HT4	0.862	46.110
Perceived freemium-premium fit (PF)	0.560	0.791	0.670	PF1	0.694	8.611
				PF2	0.695	8.292
				PF3	0.846	17.763
Involvement and Interest (II)	0.756	0.900	0.844	II1	0.968	37.073
				II2	0.968	36.119
				II3	0.628	5.505
Personalisation (P)	0.657	0.885	0.827	P1	0.784	24.030
				P2	0.821	28.255
				P3	0.846	39.393
				P4	0.790	26.031
Attitude towards piracy (AP)	0.645	0.842	0.737	AP1	0.881	29.176
				AP2	0.886	35.614
				AP3	0.611	8.103
Behavioural intention (BI)	0.922	0.973	0.958	BI1	0.965	153.218
				BI2	0.957	137.847
				BI3	0.958	134.884
Behavioural int. to recommend (R)	0.952	0.975	0.949	R1	0.976	224.961
				R2	0.975	188.812