Table 4.

Scale reliabilities.

Construct	Items	Mean	St. Dev.	Factor Loading	Cronbach's Alpha	rho_A	CR	AVE
Continuance Intention	COI1	4.918	1.186	0.941	0.917	0.918	0.948	0.858
	COI2	4.712	1.285	0.894
	COI3	4.875	1.210	0.943
Utilitarian Value	UTV1	4.416	1.197	0.871	0.900	0.903	0.938	0.834
	UTV2	4.580	1.175	0.933
	UTV3	4.440	1.163	0.933
Hedonic Value	HEV1	4.070	1.393	0.899	0.866	0.866	0.918	0.790
	HEV2	4.113	1.293	0.909
	HEV3	4.537	1.180	0.857
Perceived Ease of Use	PEU1	4.074	1.391	0.830	0.777	0.834	0.870	0.690
	PEU2	4.490	1.395	0.809
	PEU3	4.844	1.281	0.851
Perceived Usefulness	PUS1	4.899	1.240	0.885	0.897	0.787	0.936	0.829
	PUS2	4.642	1.325	0.931
	PUS3	4.432	1.319	0.914
Novelty Value	NOV1	4.782	1.170	0.790	0.802	0.905	0.882	0.714
	NOV2	4.241	1.227	0.854
	NOV3	4.436	1.289	0.889
Perceived Enjoyment	PEN1	3.747	1.521	0.925	0.929	0.930	0.955	0.876
	PEN2	3.732	1.437	0.952
	PEN3	3.977	1.556	0.930
Parasocial Interaction	PSI1	3.525	1.474	0.910	0.918	0.921	0.948	0.859
	PSI2	3.405	1.573	0.948
	PSI3	3.066	1.540	0.922