Table 4.

Assessment of reflective measurement model of the first-order constructs.

First-order construct		Item	Mean	S.D.	Loading	Cronbach's α	CR	AVE
Understandability		UN1	5.51	0.717	0.809	0.796	0.865	0.616
		UN2	5.55	0.715	0.784
		UN3	5.03	0.903	0.710
		UN4	5.54	0.684	0.832
Interactivity		IN4	4.58	1.156	0.895	0.717	0.876	0.779
		IN5	5.06	0.880	0.870
Authenticity		AU1	5.39	0.724	0.877	0.795	0.879	0.707
		AU2	5.17	0.705	0.860
		AU3	5.37	0.705	0.784
Connectivity		CO1	5.85	0.776	0.882	0.870	0.908	0.711
		CO2	5.87	0.764	0.838
		CO3	5.87	0.872	0.783
		CO4	5.76	0.748	0.868
Effectiveness		EF1	5.60	0.700	0.809	0.851	0.892	0.623
		EF2	5.46	0.742	0.769
		EF3	5.43	0.749	0.830
		EF4	5.48	0.727	0.757
		EF5	5.50	0.796	0.778
Security		SE1	5.05	0.837	0.846	0.877	0.910	0.669
		SE2	5.08	0.771	0.803
		SE3	5.15	0.782	0.833
		SE4	5.04	1.022	0.830
		SE5	4.79	1.079	0.775
Enjoyment		EN1	4.62	1.139	0.808	0.879	0.917	0.735
		EN2	4.37	1.242	0.896
		EN3	3.85	1.256	0.853
		EN4	3.91	1.228	0.869
Attractiveness		AT1	4.22	1.207	0.905	0.847	0.896	0.685
		AT2	4.17	1.262	0.891
		AT3	4.93	0.997	0.786
		AT4	5.16	0.918	0.712
Perceived brand image		PBI1	4.89	0.842	0.834	0.894	0.927	0.759
		PBI2	5.09	0.992	0.886
		PBI3	4.55	1.055	0.877
		PBI4	4.60	1.080	0.887
Satisfaction		SAT1	5.29	0.908	0.900	0.936	0.954	0.840
		SAT2	5.39	0.874	0.923
		SAT3	5.32	0.954	0.929
		SAT4	5.46	0.814	0.913
e-Word-of-Mouth		eWOM1	3.48	1.293	0.956	0.958	0.970	0.889
		eWOM2	3.46	1.352	0.952
		eWOM3	3.24	1.305	0.957
		eWOM4	3.14	1.333	0.906
Loyalty		LOY1	5.59	0.787	0.892	0.916	0.941	0.799
		LOY2	5.10	1.188	0.870
		LOY3	5.28	1.160	0.902
		LOY4	5.52	0.990	0.912