TABLE 2.
Measurement model assessment.
| Construct | Items | Outer loading | Composite reliability | Cronbach’s alpha | AVE |
| Entertainment | ENT1 | 0.849 | 0.881 | 0.798 | 0.712 |
| ENT2 | 0.820 | ||||
| ENT3 | 0.862 | ||||
| Aesthetic appeal | AP1 | 0.841 | 0.881 | 0.797 | 0.711 |
| AP2 | 0.845 | ||||
| AP3 | 0.843 | ||||
| Interactivity | INT1 | 0.798 | 0.912 | 0.871 | 0.721 |
| INT2 | 0.859 | ||||
| INT3 | 0.842 | ||||
| INT4 | 0.894 | ||||
| Trendiness | TRD1 | 0.895 | 0.899 | 0.775 | 0.816 |
| TRD2 | 0.912 | ||||
| SM advertising value | AV1 | 0.840 | 0.896 | 0.827 | 0.743 |
| AV2 | 0.845 | ||||
| AV3 | 0.899 | ||||
| Value co-creation | VC1 | 0.776 | 0.888 | 0.842 | 0.613 |
| VC2 | 0.773 | ||||
| VC3 | 0.796 | ||||
| VC4 | 0.795 | ||||
| VC5 | 0.902 | ||||
| e-WOM | e-WOM1 | 0.914 | 0.897 | 0.770 | 0.812 |
| e-WOM2 | 0.889 | ||||
| Purchase intention | PI1 | 0.874 | 0.920 | 0.878 | 0.793 |
| PI2 | 0.883 | ||||
| PI3 | 0.913 |