Table 1.
Factor and reliability analysis results for all dependent variables.
| Statistic | Message 1 | Message 2 | Message 3 | |
|---|---|---|---|---|
|
Attitudes toward the PSA: This PSA is… Bad/Good Negative/Positive Unfavorable/Favorable |
Eigenvalue | 2.56 | 2.62 | 2.56 |
| % of Var. Exp. | 85.28% | 87.22 | 85.54% | |
| Factor Loadings | 0.919–0.928 | 0.932–0.935 | 0.923–0.928 | |
| Cronbach’s α | 0.914 | 0.927 | 0.915 | |
| Mean (SD) | 5.16 (1.59) | 4.92 (1.74) | 5.15 (1.59) | |
|
Self-Efficacy After seeing this PSA, I am… able to identify attempts for counterfeit medication sales on SM able to distinguish between counterfeit and legitimate medication on SM confident in my ability to identify counterfeit medications on SM |
Eigenvalue | 2.43 | 2.45 | 2.39 |
| % of Var. Exp. | 80.94% | 81.76% | 79.63% | |
| Factor Loadings | 0.892–0.909 | 0.901–0.908 | 0.884–0.899 | |
| Cronbach’s α | 0.882 | 0.888 | 0.872 | |
| Mean (SD) | 5.21 (1.40) | 5.12 (1.45) | 5.14 (1.40) | |
|
Response Efficacy __________ would be an effective way to protect me from buying counterfeit medications Simply avoiding to engage with medication sellers on SM By not clicking on a link to buy medications through social media Leaving a shady website selling medications |
Eigenvalue | 1.99 | 2.05 | 1.98 |
| % of Var. Exp. | 66.20% | 68.31% | 65.86% | |
| Factor Loadings | 0.759–0.855 | 0.769–0.855 | 0.726–0.858 | |
| Cronbach’s α | 0.739 | 0.762 | 0.731 | |
| Mean (SD) | 5.46 (1.15) | 5.43 (1.19) | 5.46 (1.15) | |
|
Threat to Freedom This PSA… Threatened my freedom to choose Tried to make a decision for me Tried to manipulate me Tried to pressure me |
Eigenvalue | 3.33 | 3.29 | 3.29 |
| % of Var. Exp. | 83.36% | 82.36% | 82.33% | |
| Factor Loadings | 0.907–0.921 | 0.899–0.916 | 0.882–0.914 | |
| Cronbach’s α | 0.933 | 0.928 | 0.928 | |
| Mean (SD) | 4.55 (1.80) | 4.55 (1.78) | 4.56 (1.79) | |
|
Anger This PSA makes me feel… Irritated Angry Annoyed Aggravated |
Eigenvalue | 3.57 | 3.52 | 3.59 |
| % of Var. Exp. | 89.16% | 87.94% | 89.71% | |
| Factor Loadings | 0.940–0.947 | 0.932–0.944 | 0.943–0.950 | |
| Cronbach’s α | 0.959 | 0.954 | 0.962 | |
| Mean (SD) | 4.22 (2.00) | 4.29 (1.95) | 4.23 (1.98) | |
|
Viral Behavioral Intentions This PSA is worth sharing with others I will recommend this PSA to others I will “like” this PSA on SM I will “share” this PSA on SM I will “comment” on this PSA on SM |
Eigenvalue | 3.97 | 3.97 | 3.96 |
| % of Var. Exp. | 79.47% | 79.30% | 79.28% | |
| Factor Loadings | 0.869–0.907 | 0.861–0.906 | 0.879–0.908 | |
| Cronbach’s α | 0.935 | 0.934 | 0.934 | |
| Mean (SD) | 4.94 (1.65) | 4.92 (1.64) | 5.00 (1.61) | |
|
Behavioral Intentions How likely are you to buy medications through SM referral/link? Not likely at all…Very likely Not probably…Very Probable Not certainly…Certainly Definitely not…Definitely |
Eigenvalue | 3.60 | 3.60 | 3.58 |
| % of Var. Exp. | 90.05% | 90.09% | 89.45% | |
| Factor Loadings | 0.941–0.958 | 0.942–0.957 | 0.936–0.955 | |
| Cronbach’s α | 0.963 | 0.963 | 0.961 | |
| Mean (SD) | 4.44 (2.07) | 4.41 (2.06) | 4.46 (2.07) |