TABLE 2.

Construct reliability and convergent validity.

Variable	Items	Loading	CR	AVE	Mean	SD
Single-channel shopping cost α = 0.851	SSC1	0.855	0.903	0.699	5.467	1.384
	SSC2	0.872
	SSC3	0.795
	SSC4	0.820
Reference groups α = 0.798	RG1	0.866	0.874	0.636	5.096	1.417
	RG2	0.867
	RG3	0.701
	RG4	0.741
Positive online reviews α = 0.929	POR1	0.866	0.947	0.781	5.430	1.278
	POR2	0.870
	POR3	0.895
	POR4	0.902
	POR5	0.884
Single-channel perceived risk α = 0.928	SCP1	0.901	0.946	0.778	4.858	1.586
	SCP2	0.913
	SCP3	0.912
	SCP4	0.854
	SCP5	0.826
Perceived value α = 0.875	PV1	0.796	0.911	0.671	5.160	1.345
	PV2	0.841
	PV3	0.827
	PV4	0.849
	PV5	0.781
Purchase intention α = 0.911	PI1	0.928	0.944	0.850	5.397	1.127
	PI2	0.928
	PI3	0.909
Contextual factors α = 0.847	CF1	0.837	0.900	0.692	5.398	1.217
	CF2	0.763
	CF3	0.861
	CF4	0.863