Table 2.

Variable reliability testing and confirmatory factor analysis.

variable		Factor loading	Cronb-ach's α	AVE	CR
Quality of knowledge sharing (QKS)	Knowledge sharing is relevant to the brand	0.698	0.803	0.508	0.805
	Knowledge sharing is accurate	0.746
	Knowledge sharing is complete	0.663
	Knowledge sharing is reliable	0.743
Professional capability (PC)	The sender is familiar with the brand	0.703	0.727	0.471	0.727
	The sender is an expert	0.654
	The sender has extensive experience in purchasing or using	0.702
Community status (CS)	The sender posts lots of quality information	0.638	0.706	0.448	0.708
	The sender is prestige	0.723
	The sender posts and replies positively	0.645
Sense of membership (SM)	I feel like a member of this community	0.747	0.865	0.616	0.865
	The members are like my friends	0.793
	I like the members of the community	0.803
	I belong in this community	0.797
Sense of immersive (SI)	I spent lots of time in the community	0.838	0.812	0.539	0.820
	I log in the community often	0.799
	I spent more time than expected	0.736
	My involvement has affected other arrangement	0.525
Product involvement (PI)	The brand is important to me	0.825	0.859	0.606	0.850
	The brand is relevant to me	0.736
	The brand is meaningful to me	0.759
	The brand is useful to me	0.791
Commit-ment (COM)	I am loyal to the brand	0.788	0.816	0.553	0.820
	I am willing to wait when the brand unavailable	0.689
	The brand is my first choice	0.748
	I will support the brand when it is in trouble	0.692
Intimacy (INT)	The brand meets my needs	0.690	0.798	0.500	0.800
	I would like to recommend the brand to others	0.677
	I am familiar with the brand	0.741
	I know about the brand	0.721
Satisfaction (SAT)	I am satisfied with the brand	0.706	0.734	0.480	0.735
	I am glad with the brand	0.699
	The brand exceeded my expectation	0.675
Self coupling (SC)	The brand reflects my personality	0.718	0.822	0.528	0.816
	The brand suits me	0.766
	The brand express what I want to be	0.658
	I feel connection to the brand	0.760