Table 2.

The measurement model

Factors	Cronbach's alpha	Composite reliability	Average variance extracted (AVE)
Behavioral intention (BI)	0.948	0.967	0.906
Effort expectancy (EE)	0.941	0.957	0.849
Facilitating conditions (FC)	0.784	0.855	0.664
Habit (HA)	0.926	0.953	0.872
Hedonic motivation (HM)	0.918	0.948	0.859
Performance expectancy (PE)	0.966	0.972	0.853
Price value (PV)	0.929	0.955	0.876
Quality of life (QL)	0.914	0.930	0.626
Social influence (SI)	0.902	0.938	0.836
Service quality (SQ)	0.968	0.974	0.863
Use behavior (UB)	0.912	0.939	0.793

Performance expectancy = PE, Effort expectancy = EE, Social influence = SI, Facilitating condition = FC, Hedonic motivation = HM, Price value = PV, Habit = HA, Service quality = SQ, Quality of life = QL, Behavioural intention = BI, Use behavior = UB