Table 1 Results for the measurement...

Table 1

Results for the measurement model

Latent variable		Item	Std. factor loading	t-value	Alpha Cronbach (>0.70)^*	CR (>0.70)^*	AVE (>0.50)^*
Perceived Usefulness					0.935	0.939	0.822
	PU1	VTO improves my online shopping productivity	0.901	Fixed
	PU2	VTO enhances my effectiveness when shopping online	0.943	67.615
	PU3	VTO is helpful in buying what I want online	0.889	48.156
	PU4	VTO improves my online shopping ability	0.893	57.886
Perceived Ease of Use					0.907	0.895	0.801
	PEOU1	Using VTO is clear and understandable	0.909	Fixed
	PEOU2	Using VTO does not require a lot of mental effort	0.854	32.166
	PEOU3	VTO is easy to use	0.921	37.716
Perceived Enjoyment					0.948	0.951	0.861
	PE1	Shopping with VTO is fun for its own sake	0.929	Fixed
	PE2	Shopping with VTO is exciting	0.888	69.341
	PE3	Shopping with VTO is enjoyable	0.964	84.468
	PE4	Shopping with VTO is interesting	0.930	75.805
Attitude					0.869
	ATT1	Using VTO is a good/bad idea	0.802	Fixed
	ATT2	Using VTO is pleasant/unpleasant	0.879	28.726
	ATT3	Using VTO is appealing/unappealing	0.837	28.418
Perceived Environmental Benefits					0.936	0.944	0.876
	PEBs1	VTO offers significant environmental benefits	0.879	Fixed
	PEBs2	VTO is an important strategy to create a sustainable future	0.987	57.005
	PEBs3	VTO can help save the environment	0.939	65.753
Personal Innovativeness					0.875	0.883	0.751
	PersInn1	If I heard about a new technology, I would look for ways to experiment with it	0.861	Fixed
	PersInn2	Among my peers, I am usually the first to try out new technologies	0.776	20.521
	PersInn3	I like to experiment with new technologies	0.954	24.946
Behavioural Intention to Buy					0.869	0.821	0.706
(1 = very low to	BI1	The likelihood of purchasing this product is	0.802	Fixed
7 = very high)	BI2	The probability that I would consider buying the product is	0.879	42.621
	BI3	My willingness to buy the product is	0.837	36.952

Latent variable		Item	Std. factor loading	t-value	Alpha Cronbach (>0.70)^*	CR (>0.70)^*	AVE (>0.50)^*
Perceived Usefulness					0.935	0.939	0.822
	PU1	VTO improves my online shopping productivity	0.901	Fixed
	PU2	VTO enhances my effectiveness when shopping online	0.943	67.615
	PU3	VTO is helpful in buying what I want online	0.889	48.156
	PU4	VTO improves my online shopping ability	0.893	57.886
Perceived Ease of Use					0.907	0.895	0.801
	PEOU1	Using VTO is clear and understandable	0.909	Fixed
	PEOU2	Using VTO does not require a lot of mental effort	0.854	32.166
	PEOU3	VTO is easy to use	0.921	37.716
Perceived Enjoyment					0.948	0.951	0.861
	PE1	Shopping with VTO is fun for its own sake	0.929	Fixed
	PE2	Shopping with VTO is exciting	0.888	69.341
	PE3	Shopping with VTO is enjoyable	0.964	84.468
	PE4	Shopping with VTO is interesting	0.930	75.805
Attitude					0.869
	ATT1	Using VTO is a good/bad idea	0.802	Fixed
	ATT2	Using VTO is pleasant/unpleasant	0.879	28.726
	ATT3	Using VTO is appealing/unappealing	0.837	28.418
Perceived Environmental Benefits					0.936	0.944	0.876
	PEBs1	VTO offers significant environmental benefits	0.879	Fixed
	PEBs2	VTO is an important strategy to create a sustainable future	0.987	57.005
	PEBs3	VTO can help save the environment	0.939	65.753
Personal Innovativeness					0.875	0.883	0.751
	PersInn1	If I heard about a new technology, I would look for ways to experiment with it	0.861	Fixed
	PersInn2	Among my peers, I am usually the first to try out new technologies	0.776	20.521
	PersInn3	I like to experiment with new technologies	0.954	24.946
Behavioural Intention to Buy					0.869	0.821	0.706
(1 = very low to	BI1	The likelihood of purchasing this product is	0.802	Fixed
7 = very high)	BI2	The probability that I would consider buying the product is	0.879	42.621
	BI3	My willingness to buy the product is	0.837	36.952

Note(s): t-value (critical ratio) shows whether the parameter is significant at 0.05 level; AVE is average variance extracted $(\sum λ^{2} / n)$ ⁠; CR is composite reliability ${(\sum λ)}^{2} / {(\sum λ)}^{2} + (\sum δ)$

Source(s): Authors’ own work

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