Table 2 Evaluation of measurement models...

Table 2

Evaluation of measurement models (First and Second order factor)

Variables	Items			Factor loadings	α		CR	AVE
Attractiveness (ATT)	Attractive –Unattractive			0.75	0.81		0.81	0.60
	Beautiful –Ugly			0.94
	Sexy –Not sexy			0.60
Trustworthiness (TR)	Dependable –Undependable			0.89	0.95		0.95	0.87
	Honest –Dishonest			0.97
	Sincere –Insincere			0.95
Expertise (EX)	Experienced –Inexperienced			0.92	0.91		0.92	0.78
	Knowledgeable – Unknowledgeable			0.93
	Qualified-Unqualified			0.81
Purchase involvement (BPD)	I think a lot about my choices when it comes to beauty products			0.84	0.93		0.93	0.77
	I place great value in making the right decision when it comes to beauty products			0.91
	Making a purchase decision for beauty products requires a lot of thought			0.88
	I attach great importance to purchasing beauty products			0.93
Product involvement (BPI)	I think about beauty products a lot			0.89	0.94		0.94	0.80
	I am very interested in beauty products			0.80
	Beauty products are important to me			0.94
	I pay a lot of attention to beauty products			0.94
Consumption involvement (BCI)	Wearing beauty products is important to me			0.91	0.94		0.94	0.80
	I feel a sense of personal satisfaction when I wear beauty products			0.95
	Wearing beauty products is a significant part of my life			0.87
	Using beauty products means a lot to me			0.78
Attitude towards Ads (ATTD)	Useful			0.93	0.80		0.90	0.76
	Interesting			0.93
	Believable			0.75
Attitude towards influencer-endorsed products (ATIA)	Useful			0.84	0.90		0.81	0.60
	Interesting			0.85
	Believable			0.60
Purchase intention (PI)	The likelihood of me buying beauty products recommended by this influencer is high			0.90	0.90		0.90	0.76
	If you were to buy beauty products, you would consider the products announced by this influencer			0.86
	I intend to buy beauty products that were advertised by this influencer			0.85
Influencers' credibility^a	Trustworthiness			0.69	0.86		0.86	0.68
	Expertise			0.87
	Attractiveness			0.90
Consumer involvement^a	Product Involvement			0.95	0.88		0.89	0.73
	Purchase Involvement			0.73
	Consumption Involvement			0.87
Measure	Model	χ²	df	χ²/df	CFI	TLI	IFI	RMSEA
Threshold	–	–	–	Between 1 and 5	>0.90	>0.90	>0.90	<0.08
Estimate	1st-order	1083.5	369	2.9	0.96	0.95	0.96	0.056
Estimate	2nd-order	1130.7	389	2.9	0.96	0.95	0.96	0.056

Variables	Items			Factor loadings	α		CR	AVE
Attractiveness (ATT)	Attractive –Unattractive			0.75	0.81		0.81	0.60
	Beautiful –Ugly			0.94
	Sexy –Not sexy			0.60
Trustworthiness (TR)	Dependable –Undependable			0.89	0.95		0.95	0.87
	Honest –Dishonest			0.97
	Sincere –Insincere			0.95
Expertise (EX)	Experienced –Inexperienced			0.92	0.91		0.92	0.78
	Knowledgeable – Unknowledgeable			0.93
	Qualified-Unqualified			0.81
Purchase involvement (BPD)	I think a lot about my choices when it comes to beauty products			0.84	0.93		0.93	0.77
	I place great value in making the right decision when it comes to beauty products			0.91
	Making a purchase decision for beauty products requires a lot of thought			0.88
	I attach great importance to purchasing beauty products			0.93
Product involvement (BPI)	I think about beauty products a lot			0.89	0.94		0.94	0.80
	I am very interested in beauty products			0.80
	Beauty products are important to me			0.94
	I pay a lot of attention to beauty products			0.94
Consumption involvement (BCI)	Wearing beauty products is important to me			0.91	0.94		0.94	0.80
	I feel a sense of personal satisfaction when I wear beauty products			0.95
	Wearing beauty products is a significant part of my life			0.87
	Using beauty products means a lot to me			0.78
Attitude towards Ads (ATTD)	Useful			0.93	0.80		0.90	0.76
	Interesting			0.93
	Believable			0.75
Attitude towards influencer-endorsed products (ATIA)	Useful			0.84	0.90		0.81	0.60
	Interesting			0.85
	Believable			0.60
Purchase intention (PI)	The likelihood of me buying beauty products recommended by this influencer is high			0.90	0.90		0.90	0.76
	If you were to buy beauty products, you would consider the products announced by this influencer			0.86
	I intend to buy beauty products that were advertised by this influencer			0.85
Influencers' credibility^a	Trustworthiness			0.69	0.86		0.86	0.68
	Expertise			0.87
	Attractiveness			0.90
Consumer involvement^a	Product Involvement			0.95	0.88		0.89	0.73
	Purchase Involvement			0.73
	Consumption Involvement			0.87
Measure	Model	χ²	df	χ²/df	CFI	TLI	IFI	RMSEA
Threshold	–	–	–	Between 1 and 5	>0.90	>0.90	>0.90	<0.08
Estimate	1st-order	1083.5	369	2.9	0.96	0.95	0.96	0.056
Estimate	2nd-order	1130.7	389	2.9	0.96	0.95	0.96	0.056

Note(s):

2nd order factor

Source(s): Authors' own work

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