TABLE 3.

Reliability and validity analysis.

Construct	Dimensions	Items	Estimate	α	AVE	CR
Brand personality	Sincerity	I think iGet is utilitarian.	0.608	0.695	0.540	0.796
		I think iGet is healthy.	0.762
		I think iGet has feelings.	0.665
	Excitement	I think iGet is brilliant.	0.742	0.744	0.503	0.751
		I think iGet is unique.	0.705
		I think iGet is young.	0.713
	Competence	I think iGet is valuable.	0.750	0.732	0.583	0.735
		I think iGet is reliable.	0.758
		I think iGet is progressive.	0.694
	Sophistication	I think iGet is charming.	0.658	0.744	0.500	0.749
		I think iGet is successful.	0.725
		I think iGet is fascinating.	0.636
	Ruggedness	I think iGet is strong.	0.683	0.720	0.509	0.716
		I think iGet is outdoors.	0.683
		I think iGet is masculine.	0.724
Brand love		1. iGet is a good brand.	0.674	0.923	0.551	0.924
		I feel good about iGet.	0.763
		iGet is respective.	0.786
		I hold a neutral attitude to iGet. (R)	0.809
		I am happy using iGet.	0.734
		I love the brand: iGet.	0.670
		iGet gives me pure happiness.	0.754
		iGet fails to make myself feel special. (R)	0.738
		I feel enthusiastic to iGet.	0.765
		I am obsessed with iGet.	0.716
Brand experience sharing		I feel proud of sharing iGet on social media.	0.711	0.817	0.533	0.820
		I think sharing iGet on moments can make myself be in the spotlight.	0.748
		I make comments on others’ sharing of iGet.	0.667
		I share my thoughts and experience of learning on iGet and hope to make more friends out of this way.	0.701
eWOM		I recommend iGet to many friends.	0.715	0.800	0.502	0.801
		I share numerous information about iGet with others.	0.757
		I try to communicate the advantages of iGet to others.	0.756
		I provide positive word-of-mouth advertisements for iGet.	0.690