Table 4.

Estimates of variables.

Latent variable	Observed variable	Cronbach's α	Unstandardized estimate	Standardized estimate	S.E.	C.R.	P
Mood alleviation	Mood1	0.962	1	0.871
	Mood2		1.056	0.884	0.033	31.655	***
	Mood3		1.161	0.96	0.049	23.623	***
	Mood4		1.024	0.887	0.050	20.296	***
	Mood5		0.895	0.803	0.053	16.752	***
Shopping enjoyment	Enjoy1	0.842	1	0.672
	Enjoy2		1.336	0.838	0.113	11.842	***
	Enjoy3		1.628	0.926	0.131	12.385	***
Socialization seeking	Social1	0.871	1	0.703
	Social2		1.303	0.816	0.118	11.032	***
	Social3		1.258	0.728	0.123	10.217	***
	Social4		0.973	0.612	0.111	8.764	***
Self-control seeking	Control1	0.914	1	0.645
	Control2		1.376	0.839	0.108	12.745	***
	Control3		1.547	0.946	0.125	12.379	***
	Control4		1.282	0.844	0.111	11.54	***
	Control5		0.979	0.670	0.102	9.567	***
Intention in high-priced goods shopping	High intention 1	0.933	1	0.737
	High intention 2		1.113	0.811	0.060	18.465	***
	High intention 3		1.218	0.868	0.090	13.54	***
	High intention 4		1.207	0.856	0.090	13.395	***
Intention in bulk goods shopping	Bulk intention 1	0.903	1	0.808
	Bulk intention 2		1.096	0.821	0.074	14.756	***
	Bulk intention 3		0.964	0.783	0.069	13.958	***
	Bulk intention 4		1.180	0.838	0.075	15.707	***
High-priced goods purchase	High purchase 1	0.915	1	0.905
	High purchase 2		1.025	0.932	0.046	22.316	***
	High purchase 3		0.819	0.726	0.057	14.479	***
	High purchase 4		0.688	0.686	0.052	13.237	***
Bulk goods purchase	Bulk purchase 1	0.891	1	0.847
	Bulk purchase 2		0.888	0.789	0.058	15.202	***
	Bulk purchase 3		1.029	0.913	0.054	18.954	***
	Bulk purchase 4		0.833	0.649	0.071	11.705	***

Note: ***(p < 0.001), S.E. means standard errors, C.R. means critical ratios.