Table 4 Reliability and validity...

Table 4

Reliability and validity analysis of measurement scale

Latent variable	Item	Standardized factor loading	Cronbach’s α	Composite reliability	AVE	MSV	ASV
Hedonism	H1	0.721	0.734	0.903	0.621	0.428	0.213
	H2	0.786
	H3	0.748
	H4	0.790
Cultural capital	CC1	0.752	0.711	0.865	0.543	0.442	0.287
	CC2	0.712
	CC3	0.745
	CC4	0.810
	CC5	0.764
Independent self-construal	IS1	0.831	0.724	0.844	0.745	0.474	0.342
	IS2	0.731
	IS3	0.712
Quality	Q1	0.768	0.758	0.965	0.647	0.585	0.356
	Q2	0.721
	Q3	0.745
Unpopular-choice counter-conformity	UCCC2	0.721	0.767	0.867	0.744	0.437	0.259
	UCCC3	0.732
	UCCC4	0.761
Snob effect	S1	0.741	0.748	0.845	0.818	0.534	0.268
	S2	0.710
	S3	0.763
Creative-choice counter-conformity	CCC1	0.823	0.765	0.921	0.749	0.496	0.367
	CCC2	0.736
	CCC3	0.722
		0.792
Intention to purchase inconspicuous luxury apparel	PI1	0.811	0.788	0.941	0.848	0.489	0.199
	PI2	0.754
	PI3	0.793
	PI4	0.731
	PI5	0.798

Latent variable	Item	Standardized factor loading	Cronbach’s α	Composite reliability	AVE	MSV	ASV
Hedonism	H1	0.721	0.734	0.903	0.621	0.428	0.213
	H2	0.786
	H3	0.748
	H4	0.790
Cultural capital	CC1	0.752	0.711	0.865	0.543	0.442	0.287
	CC2	0.712
	CC3	0.745
	CC4	0.810
	CC5	0.764
Independent self-construal	IS1	0.831	0.724	0.844	0.745	0.474	0.342
	IS2	0.731
	IS3	0.712
Quality	Q1	0.768	0.758	0.965	0.647	0.585	0.356
	Q2	0.721
	Q3	0.745
Unpopular-choice counter-conformity	UCCC2	0.721	0.767	0.867	0.744	0.437	0.259
	UCCC3	0.732
	UCCC4	0.761
Snob effect	S1	0.741	0.748	0.845	0.818	0.534	0.268
	S2	0.710
	S3	0.763
Creative-choice counter-conformity	CCC1	0.823	0.765	0.921	0.749	0.496	0.367
	CCC2	0.736
	CCC3	0.722
		0.792
Intention to purchase inconspicuous luxury apparel	PI1	0.811	0.788	0.941	0.848	0.489	0.199
	PI2	0.754
	PI3	0.793
	PI4	0.731
	PI5	0.798

Note(s): AVE: average variance extracted; MSV: maximum shared variance; ASV: average shared variance

Source(s): Authors’ calculations

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