Table 3.

Confirmatory factor analysis.

Construct	Std.	SMC	Cronbach’s alpha	CR	AVE
Social media marketing activity	0.712–0.853	0.507–0.728	0.906	0.948	0.624
Sense	0.746–0.829	0.557–0.687	0.810	0.832	0.624
Feel	0.766–0.811	0.587–0.658	0.807	0.826	0.612
Think	0.672–0.858	0.452–0.736	0.798	0.817	0.601
Act	0.631–0.803	0.398–0.645	0.764	0.786	0.553
Relate	0.898–0.943	0.806–0.889	0.935	0.941	0.842
User experience	0.656–0.819	0.430–0.671	0.856	0.871	0.575
Attitude toward martial arts	0.670–0.944	0.449–0.891	0.905	0.922	0.708
Subjective norms	0.697–0.906	0.486–0.821	0.889	0.903	0.653
Martial arts attachment	0.645–0.863	0.416–0.745	0.856	0.874	0.583
Participating intention	0.607–0.941	0.368–0.885	0.865	0.884	0.611

Std. = standardized factor loading; SMC, squared multiple correlation; CR, composite reliability; AVE, average variance extracted.