Appendix A.

Results of validity, reliability of measures, and correlation matrix.

Construct	Alpha	C.R.	AVE	Inf	PB	PQ	PI	SoC	Trust	WOM
Inf	0.916	0.940	0.797	0.893
PB	0.896	0.928	0.763	0.237	0.874
PQ	0.888	0.922	0.748	0.233	0.428	0.865
PI	0.891	0.925	0.754	0.112	0.455	0.458	0.868
SOC	0.856	0.910	0.772	0.407	0.149	0.135	0.158	0.878
Trust	0.861	0.915	0.782	0.173	0.336	0.395	0.356	0.210	0.885
WOM	0.793	0.878	0.705	0.477	0.223	0.179	0.196	0.461	0.194	0.840

Inf, information; SOC, sense of community; PQ, perceived quality; PB, perceived benefits; PI, purchase intention. The square root of the AVE is in bold.