Table 2 Outer loadings, Cronbach's...

Table 2

Outer loadings, Cronbach's alpha, composite reliability and AVE

Constructs	Loading value	Cronbach's alpha	Composite reliability (rho_a)	Composite reliability (rho_c)	Average variance extracted (AVE)
Data privacy concern
DPC1	0.790
DPC2	0.843
DPC3	0.819
DPC4	0.886
DPC5	0.779	0.881	0.884	0.914	0.680
Digital marketing trust
DMT1	0.815
DMT2	0.834
DMT3	0.841
DMT4	0.713
DMT5	0.709	0.843	0.849	0.889	0.616
Online shopping experience
OSE2	0.700
OSE3	0.752
OSE4	0.718
OSE5	0.742
OSE6	0.801
OSE7	0.744	0.838	0.840	0.881	0.553
Digital literacy
DL1	0.731
DL2	0.758
DL3	0.795
DL4	0.748
DL5	0.779
DL6	0.758	0.855	0.856	0.892	0.580

Constructs	Loading value	Cronbach's alpha	Composite reliability (rho_a)	Composite reliability (rho_c)	Average variance extracted (AVE)
Data privacy concern
DPC1	0.790
DPC2	0.843
DPC3	0.819
DPC4	0.886
DPC5	0.779	0.881	0.884	0.914	0.680
Digital marketing trust
DMT1	0.815
DMT2	0.834
DMT3	0.841
DMT4	0.713
DMT5	0.709	0.843	0.849	0.889	0.616
Online shopping experience
OSE2	0.700
OSE3	0.752
OSE4	0.718
OSE5	0.742
OSE6	0.801
OSE7	0.744	0.838	0.840	0.881	0.553
Digital literacy
DL1	0.731
DL2	0.758
DL3	0.795
DL4	0.748
DL5	0.779
DL6	0.758	0.855	0.856	0.892	0.580

Note(s): 1. All outer loadings are significant at p < 0.001

2. Cronbach's alpha and composite reliability values ≥ 0.7 indicate acceptable reliability

3. Average variance extracted (AVE) values ≥ 0.5 indicate acceptable convergent validity

Source(s): SmartPLS output (2025)

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