Table 3 The results of reliability and... | Emerald Publishing

Table 3

The results of reliability and validity tests (N = 327)

Variables	Code	Cronbach’s α	KMO	Minimum mactor load	Cumulative variance explained
Visual vividness	VV	0.920	0.916	0.823	71.37%
Personalized provision	PP	0.900	0.910	0.785	66.82%
Interactive control	IC	0.914	0.921	0.824	69.92%
Hedonic value	HV	0.848	0.711	0.859	76.78%
Utilitarian value	UV	0.884	0.833	0.840	74.25%
Technology attitude	TA	0.825	0.715	0.845	74.13%
Perceived body image	PBI	0.885	0.825	0.832	74.35%
Online purchase intention	OnPI	0.851	0.693	0.855	77.01%
Offline purchase intention	OfPI	0.860	0.710	0.865	78.12%
WOM	WOM	0.867	0.724	0.757	78.99%
Return intention	RI	0.848	0.725	0.737	72.71%

Variables	Code	Cronbach’s α	KMO	Minimum mactor load	Cumulative variance explained
Visual vividness	VV	0.920	0.916	0.823	71.37%
Personalized provision	PP	0.900	0.910	0.785	66.82%
Interactive control	IC	0.914	0.921	0.824	69.92%
Hedonic value	HV	0.848	0.711	0.859	76.78%
Utilitarian value	UV	0.884	0.833	0.840	74.25%
Technology attitude	TA	0.825	0.715	0.845	74.13%
Perceived body image	PBI	0.885	0.825	0.832	74.35%
Online purchase intention	OnPI	0.851	0.693	0.855	77.01%
Offline purchase intention	OfPI	0.860	0.710	0.865	78.12%
WOM	WOM	0.867	0.724	0.757	78.99%
Return intention	RI	0.848	0.725	0.737	72.71%

Source(s): Authors’ own creation