Table 4.
Measurement model.
| First order constructs | Second order constructs | Items | Loadings | CR | AVE |
|---|---|---|---|---|---|
| Access convenience | A-CON1 | 0.678 | 0.828 | 0.618 | |
| A-CON2 | 0.860 | ||||
| A-CON3 | 0.810 | ||||
| Search convenience | S-CON1 | 0.810 | 0.826 | 0.614 | |
| S-CON2 | 0.821 | ||||
| S-CON3 | 0.714 | ||||
| Evaluation convenience | E-CON1 | 0.763 | 0.829 | 0.619 | |
| E-CON2 | 0.764 | ||||
| E-CON3 | 0.830 | ||||
| Transaction convenience | T-CON1 | 0.810 | 0.836 | 0.631 | |
| T-CON2 | 0.749 | ||||
| T-CON3 | 0.822 | ||||
| Relationship convenience | R-CON1 | 0.797 | 0.826 | 0.613 | |
| R-CON2 | 0.732 | ||||
| R-CON3 | 0.816 | ||||
| Possession convenience | P-CON1 | 0.829 | 0.820 | 0.610 | |
| P-CON2 | 0.893 | ||||
| P-CON3 | 0.589 | ||||
| Post Possession convenience | PP-CON1 | 0.532 | 0.815 | 0.606 | |
| PP-CON2 | 0.891 | ||||
| PP-CON3 | 0.862 | ||||
| Cognitive-attitude | C-AAT1 | 0.817 | 0.883 | 0.716 | |
| C-ATT2 | 0.811 | ||||
| C-ATT3 | 0.778 | ||||
| Affective-attitude | A-AAT1 | 0.834 | 0.846 | 0.648 | |
| A-ATT2 | 0.786 | ||||
| A-ATT3 | 0.774 | ||||
| Attitude | C-ATT | 0.847 | 0.849 | 0.737 | |
| A-AAT | 0.870 | ||||
| Social presence | S-PRE1 | 0.816 | 0.850 | 0.655 | |
| S-PRE2 | 0.754 | ||||
| S-PRE3 | 0.855 | ||||
| Physical attractiveness | P-ATT1 | 0.666 | 0.757 | 0.511 | |
| P-ATT2 | 0.692 | ||||
| P-ATT3 | 0.780 | ||||
| Attitude homophily | A-HOM1 | 0.812 | 0.813 | 0.593 | |
| A-HOM2 | 0.730 | ||||
| A-HOM3 | 0.766 | ||||
| Social media celebrity | S-ATT | 0.864 | 0.803 | 0.579 | |
| P-ATT | 0.664 | ||||
| A-HOM | 0.741 | ||||
| Impulsive buying Behavior | O-IBB1 | 0.809 | 0.828 | 0.616 | |
| O-IBB2 | 0.744 | ||||
| O-IBB3 | 0.799 |