Table 2. Reliability and validity of...

Table 2.

Reliability and validity of study

Variable items	Loadingfactor	Alpha	Compositereliability	AVE
Personal identity		0.88	0.92	0.80
I used TikTok to express myself	0.93
I like to express myself through TikTok	0.88
Sharing my personal experience with TikTok is gratifying	0.87
Integration and social interaction		0.78	0.87	0.69
I participated in the challenges to see if my video went viral	0.85
I communicate with other users through TikTok	0.87
I like the idea of my video-going viral through TikTok	0.82
Information seeking		0.79	0.88	0.71
On TikTok, I know that content is real and not made up	0.77
TikTok allowed me to obtain a wide variety of information	0.87
TikTok allows me to browse the topics I’m interested in	0.87
Entertainment		0.87	0.91	0.72
It is fun to explore the TikTok application	0.85
I escape the pressure of the day when I see content on TikTok	0.89
It is a pleasure to contribute content for sharing in an app	0.76
My stress was reduced when I used TikTok	0.89
Remuneration		0.77	0.86	0.68
I have reviewed some of the products used by TikTok influencers	0.86
I have purchased products or services that I have observed using the TikTok influencer	0.86
The use of TikTok allowed me to save money while shopping	0.75
Empowerment		0.78	0.87	0.70
TikTok allowed me to give my opinion	0.85
TikTok gave me the power to broadcast messages to my followers	0.83
TikTok allows me to interact in a different space	0.82
Consume		0.80	0.88	0.71
The TikTok brand videos are fun	0.87
TikTok brand videos grab my attention	0.87
I would like to follow the #HashtagChallenges of product or service brands	0.78
Create		0.76	0.86	0.67
It is fun to participate in creating brand #challenges videos	0.82
I have created videos of dances and others made by my favorite influencers	0.80
I used TikTok to interact with my favorite brands	0.83
Contribute		0.76	0.86	0.68
I shared branded content with TikTok	0.86
I shared my purchases with TikTok	0.82
I shared videos with my favorite brands	0.78
Purchase intention		0.90	0.92	0.64
This motivates me to buy good deals posted on TikTok	0.73
The interactive brand content on TikTok motivates me to buy	0.74
The more creative the branded content on TikTok, the more it motivates me to buy	0.86
TikTok ad video creative has motivated me to buy	0.82
Interacting with #HashtagChallenges motivated me to buy	0.86
I have been motivated to buy a product/service when I see a TikTok influencer promoting	0.74

Variable items	Loadingfactor	Alpha	Compositereliability	AVE
Personal identity		0.88	0.92	0.80
I used TikTok to express myself	0.93
I like to express myself through TikTok	0.88
Sharing my personal experience with TikTok is gratifying	0.87
Integration and social interaction		0.78	0.87	0.69
I participated in the challenges to see if my video went viral	0.85
I communicate with other users through TikTok	0.87
I like the idea of my video-going viral through TikTok	0.82
Information seeking		0.79	0.88	0.71
On TikTok, I know that content is real and not made up	0.77
TikTok allowed me to obtain a wide variety of information	0.87
TikTok allows me to browse the topics I’m interested in	0.87
Entertainment		0.87	0.91	0.72
It is fun to explore the TikTok application	0.85
I escape the pressure of the day when I see content on TikTok	0.89
It is a pleasure to contribute content for sharing in an app	0.76
My stress was reduced when I used TikTok	0.89
Remuneration		0.77	0.86	0.68
I have reviewed some of the products used by TikTok influencers	0.86
I have purchased products or services that I have observed using the TikTok influencer	0.86
The use of TikTok allowed me to save money while shopping	0.75
Empowerment		0.78	0.87	0.70
TikTok allowed me to give my opinion	0.85
TikTok gave me the power to broadcast messages to my followers	0.83
TikTok allows me to interact in a different space	0.82
Consume		0.80	0.88	0.71
The TikTok brand videos are fun	0.87
TikTok brand videos grab my attention	0.87
I would like to follow the #HashtagChallenges of product or service brands	0.78
Create		0.76	0.86	0.67
It is fun to participate in creating brand #challenges videos	0.82
I have created videos of dances and others made by my favorite influencers	0.80
I used TikTok to interact with my favorite brands	0.83
Contribute		0.76	0.86	0.68
I shared branded content with TikTok	0.86
I shared my purchases with TikTok	0.82
I shared videos with my favorite brands	0.78
Purchase intention		0.90	0.92	0.64
This motivates me to buy good deals posted on TikTok	0.73
The interactive brand content on TikTok motivates me to buy	0.74
The more creative the branded content on TikTok, the more it motivates me to buy	0.86
TikTok ad video creative has motivated me to buy	0.82
Interacting with #HashtagChallenges motivated me to buy	0.86
I have been motivated to buy a product/service when I see a TikTok influencer promoting	0.74

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