Summary indicators of the measurement model
| Constructs and items | Beta | t-Value | SE | Αlpha | Composite Reliability | AVE |
|---|---|---|---|---|---|---|
| Product quality | – | – | – | 0.914 | 0.826 | 0.567 |
| This product is of good quality | 0.906 | – | – | – | – | – |
| This product is of high workmanship | 0.909 | 25.764 | 0.039 | – | – | – |
| This product is durable | 0.830 | 21.142 | 0.047 | – | – | – |
| This product is reliable | 0.776 | 18.565 | 0.050 | – | – | – |
| This product is dependable | 0.701 | 15.620 | 0.059 | – | – | – |
| Price perception | – | – | – | 0.912 | 0.817 | 0.555 |
| At the price shown, the product is very economical | 0.899 | – | – | – | – | – |
| The product is considered a good buy | 0.902 | 23.286 | 0.042 | – | – | – |
| The price shown for the product is very acceptable | 0.843 | 20.817 | 0.048 | – | – | – |
| Brand trust | – | – | – | 0.927 | 0.865 | 0.679 |
| I trust this brand | 0.914 | – | – | – | – | – |
| I rely on this brand | 0.868 | 23.616 | 0.046 | – | – | – |
| This is an honest brand | 0.834 | 21.632 | 0.045 | – | – | – |
| This brand is safe | 0.881 | 24.414 | 0.040 | – | – | – |
| Social media usage | – | – | – | 0.888 | 0.709 | 0.551 |
| I use social media to monitor products and brands | 0.887 | – | – | – | – | – |
| I use social media to follow promotions | 0.901 | 15.442 | 0.067 | – | – | – |
| Marketing mavenism | – | – | – | 0.852 | 0.711 | 0.542 |
| I like introducing new brands and products to my friends | 0.688 | – | – | – | – | – |
| My friends and neighbours often come to me for advice | 0.906 | 14.314 | 0.083 | – | – | – |
| People often ask me for my opinion about new products | 0.868 | 14.065 | 0.087 | – | – | – |
| Need to evaluate | – | – | – | 0.873 | 0.701 | 0.567 |
| It bothers me to remain neutral | 0.676 | – | – | – | – | – |
| I like to have strong opinions when I am not personally involved | 0.843 | 13.372 | 0.094 | – | – | – |
| I have many more opinions than the average person | 0.802 | 12.858 | 0.095 | – | – | – |
| I would rather have a strong opinion than no opinion at all | 0.868 | 13.645 | 0.093 | – | – | – |
| Positive eWOM intention | – | – | – | 0.920 | 0.722 | 0.599 |
| I would post positive things about the brand | 0.925 | – | – | – | – | – |
| I would recommend this brand to the people in my social network | 0.922 | 22.599 | 0.043 | – | – | – |
| Negative eWOM intention | – | – | – | 0.921 | 0.752 | 0.528 |
| I would complain to the members of my social network | 0.932 | – | – | – | – | – |
| I would discuss with the members of my social network about my frustrations | 0.887 | 25.075 | 0.037 | – | – | – |
| I would say negative things about the brand in my social networks | 0.861 | 23.541 | 0.037 | – | – | – |
| Intention to re-purchase | – | – | – | 0.879 | 0.742 | 0.530 |
| The likelihood to re-purchase this product is … | 0.885 | – | – | – | – | – |
| The probability that I would buy this product again is … | 0.799 | 17.171 | 0.046 | – | – | – |
| My willingness to buy this product again is … | 0.844 | 18.329 | 0.051 | – | – | – |
| Constructs and items | Beta | SE | Αlpha | Composite | AVE | |
|---|---|---|---|---|---|---|
| – | – | – | 0.914 | 0.826 | 0.567 | |
| This product is of good quality | 0.906 | – | – | – | – | – |
| This product is of high workmanship | 0.909 | 25.764 | 0.039 | – | – | – |
| This product is durable | 0.830 | 21.142 | 0.047 | – | – | – |
| This product is reliable | 0.776 | 18.565 | 0.050 | – | – | – |
| This product is dependable | 0.701 | 15.620 | 0.059 | – | – | – |
| – | – | – | 0.912 | 0.817 | 0.555 | |
| At the price shown, the product is very economical | 0.899 | – | – | – | – | – |
| The product is considered a good buy | 0.902 | 23.286 | 0.042 | – | – | – |
| The price shown for the product is very acceptable | 0.843 | 20.817 | 0.048 | – | – | – |
| – | – | – | 0.927 | 0.865 | 0.679 | |
| I trust this brand | 0.914 | – | – | – | – | – |
| I rely on this brand | 0.868 | 23.616 | 0.046 | – | – | – |
| This is an honest brand | 0.834 | 21.632 | 0.045 | – | – | – |
| This brand is safe | 0.881 | 24.414 | 0.040 | – | – | – |
| – | – | – | 0.888 | 0.709 | 0.551 | |
| I use social media to monitor products and brands | 0.887 | – | – | – | – | – |
| I use social media to follow promotions | 0.901 | 15.442 | 0.067 | – | – | – |
| – | – | – | 0.852 | 0.711 | 0.542 | |
| I like introducing new brands and products to my friends | 0.688 | – | – | – | – | – |
| My friends and neighbours often come to me for advice | 0.906 | 14.314 | 0.083 | – | – | – |
| People often ask me for my opinion about new products | 0.868 | 14.065 | 0.087 | – | – | – |
| – | – | – | 0.873 | 0.701 | 0.567 | |
| It bothers me to remain neutral | 0.676 | – | – | – | – | – |
| I like to have strong opinions when I am not personally involved | 0.843 | 13.372 | 0.094 | – | – | – |
| I have many more opinions than the average person | 0.802 | 12.858 | 0.095 | – | – | – |
| I would rather have a strong opinion than no opinion at all | 0.868 | 13.645 | 0.093 | – | – | – |
| – | – | – | 0.920 | 0.722 | 0.599 | |
| I would post positive things about the brand | 0.925 | – | – | – | – | – |
| I would recommend this brand to the people in my social network | 0.922 | 22.599 | 0.043 | – | – | – |
| – | – | – | 0.921 | 0.752 | 0.528 | |
| I would complain to the members of my social network | 0.932 | – | – | – | – | – |
| I would discuss with the members of my social network about my frustrations | 0.887 | 25.075 | 0.037 | – | – | – |
| I would say negative things about the brand in my social networks | 0.861 | 23.541 | 0.037 | – | – | – |
| – | – | – | 0.879 | 0.742 | 0.530 | |
| The likelihood to re-purchase this product is … | 0.885 | – | – | – | – | – |
| The probability that I would buy this product again is … | 0.799 | 17.171 | 0.046 | – | – | – |
| My willingness to buy this product again is … | 0.844 | 18.329 | 0.051 | – | – | – |
Source(s): Table by authors
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