TABLE 3.
Assessment of reliability and convergent validity.
| Scale items | Estimate | AVE | C.R. |
| Luxury consumer perceived social value (Cronbach’s α = 0.898) | |||
| Buying the brand’s jewelry has raised my social status. | 0.829 | 0.689 | 0.899 |
| Wearing the brand’s jewelry makes me feel accepted by others in a situation. | 0.798 | ||
| Wearing the brand’s jewelry helps to make a good impression. | 0.827 | ||
| Wearing the brand’s jewelry can improve how others see me. | 0.865 | ||
| Luxury consumer perceived emotional value (Cronbach’s α = 0.836) | |||
| The brand’s jewelry makes me feel relaxed. | 0.762 | 0.508 | 0.837 |
| The brand’s jewelry will make me happy. | 0.768 | ||
| The brand’s jewelry gives me self-satisfaction. | 0.676 | ||
| The brand’s jewelry is my favorite. | 0.718 | ||
| The brand’s jewelry is something I want to wear every day. | 0.631 | ||
| Luxury consumer perceived functional value (Cronbach’s α = 0.798) | |||
| The brand’s jewelry is of good quality. | 0.820 | 0.591 | 0.812 |
| The brand’s jewelry is an exquisite craft. | 0.749 | ||
| The brand’s jewelry lasts a long time. | 0.734 | ||
| Luxury consumer perceived economic value (Cronbach’s α = 0.801) | |||
| The brand’s jewelry is reasonably priced. | 0.749 | 0.511 | 0.806 |
| The brand’s jewelry offers value that is worth the price. | 0.688 | ||
| The brand’s jewelry is a good item for its price. | 0.759 | ||
| The cost of time and effort was worth it for the value the brand’s jewelry provided. | 0.658 | ||
| Brand’s social identity (Cronbach’s α = 0.858) | |||
| Buying this brand’s jewelry reflects my social status. | 0.718 | 0.561 | 0.864 |
| Buying this brand’s jewelry will give me respect from others. | 0.818 | ||
| Buying this brand’s jewelry will give me social recognition. | 0.781 | ||
| Buying this brand’s jewelry helps me separate from other groups of people. | 0.617 | ||
| Buying this brand’s jewelry makes it easier for me to get recognized. | 0.793 | ||
| Brand’s personal identity (Cronbach’s α = 0.822) | |||
| The brand’s jewelry matches my personalized pursuits. | 0.733 | 0.538 | 0.823 |
| The brand’s jewelry matches my values. | 0.778 | ||
| The brand’s jewelry is in line with my personal taste. | 0.687 | ||
| The brand’s jewelry fits my lifestyle. | 0.732 | ||
| Brand information quality (Cronbach’s α = 0.823) | |||
| The information published by the brand is normative. | 0.743 | 0.539 | 0.824 |
| The information published by the brand is time-sensitive. | 0.696 | ||
| The information published by the brand is novel. | 0.781 | ||
| The brand’s messages are diverse. | 0.714 |
Data source: questionnaire survey.