Table 2. Reliability and validity test...

Table 2.

Reliability and validity test for the multigroup data; consisting of overall, male and female data

	Factor loadings			VIF
Measurement item description	Overall	Male	Female	Overall
Para social interaction (PSI) – adapted fromLee and Watkins (2016)Overall α = 0.769; CR = 0.852; AVE = 0.590; Male α = 0.803; CR = 0.863; AVE = 0.560; Female α = 0.768; CR = 0.842; AVE = 0.519
I look forward to watching the product review videos of YouTube influencers	0.715	0.785	0.620	1.360
I feel as if I am part of influencer’s group	0.643	0.626	0.670	1.369
I think the influencer is trustworthy	0.738	0.759	0.704	1.561
The influencer helps me to decide what to buy as if I am his/her friend	0.784	0.785	0.780	1.802
When the influencer shows me how he/she feels about a brand, it helps me make up my mind	0.790	0.776	0.810	1.650
Vicarious expression – adapted fromLi et al. (2013)Overall α = 0.817; CR = 0.880; AVE =0.648; Male α = 0.834; CR = 0.889; AVE = 0.669; Female α = 0.804; CR = 0.870; AVE = 0.628
Using YouTube review videos, I can feel the YouTuber’s user experience with the product	0.738	0.772	0.734	1.373
The contents of the YouTube review videos help me
in evaluating the product	0.874	0.879	0.862	2.396
in understanding the performance of the product	0.852	0.866	0.825	2.441
in familiarising myself with the products	0.745	0.746	0.739	1.665
Bandwagon effect – adapted fromAnantharaman et al. (2022)Overall α = 0.739; CR = 0.836; AVE =0.561; Male α = 0.722; CR = 0.826; AVE = 0.544; Female α = 0.756; CR = 0.846; AVE = 0.580
The following parameters are undertaken by me, when I get exposed with detailed product information
I rate the products on SNS (i.e. rating size/stars)	0.798	0.795	0.803	2.019
I reviews the products on SNS (i.e. review size)	0.757	0.727	0.782	1.974
I indulge in commenting and liking of a product on social media brand fan pages	0.755	0.711	0.800	1.394
Disseminate the product information through personal channels	0.683	0.713	0.653	1.218
Attitude – adapted fromAjzen (2002)Overall α = 0.879; CR = 0.914; AVE = 0.728; Male α = 0.873; CR = 0.911; AVE = 0.719; Female α = 0.887; CR = 0.920; AVE = 0.742
Buying electronic gadgets on the online marketplace (Flipkart/Amazon, etc.) would be
Bad idea – good idea	0.887	0.870	0.899	2.225
Disliked – liked	0.892	0.862	0.895	2.484
Worthless – valuable	0.845	0.869	0.837	2.482
Unenjoyable – enjoyable	0.785	0.788	0.812	2.055
Electronic word of mouth (eWOM) – adapted fromCarroll and Ahuvia (2006)Overall α = 0.889; CR = 0.923; AVE = 0.751; Male α = 0.884; CR = 0.920; AVE = 0.741; Female α = 0.896; CR = 0.928; AVE = 0.762
I recommend the virtually experienced products to lots of people	0.870	0.871	0.864	2.463
I usually “talk up” about virtually experienced brand to my friends	0.874	0.872	0.884	2.338
I try to spread the good-word about the virtually experienced products that I like	0.867	0.867	0.866	2.451
I give virtually experienced brand tons of positive word-of-mouth advertising	0.855	0.833	0.879	2.277

	Factor loadings			VIF
Measurement item description	Overall	Male	Female	Overall
Para social interaction (PSI) – adapted fromLee and Watkins (2016)Overall α = 0.769; CR = 0.852; AVE = 0.590; Male α = 0.803; CR = 0.863; AVE = 0.560; Female α = 0.768; CR = 0.842; AVE = 0.519
I look forward to watching the product review videos of YouTube influencers	0.715	0.785	0.620	1.360
I feel as if I am part of influencer’s group	0.643	0.626	0.670	1.369
I think the influencer is trustworthy	0.738	0.759	0.704	1.561
The influencer helps me to decide what to buy as if I am his/her friend	0.784	0.785	0.780	1.802
When the influencer shows me how he/she feels about a brand, it helps me make up my mind	0.790	0.776	0.810	1.650
Vicarious expression – adapted fromLi et al. (2013)Overall α = 0.817; CR = 0.880; AVE =0.648; Male α = 0.834; CR = 0.889; AVE = 0.669; Female α = 0.804; CR = 0.870; AVE = 0.628
Using YouTube review videos, I can feel the YouTuber’s user experience with the product	0.738	0.772	0.734	1.373
The contents of the YouTube review videos help me
in evaluating the product	0.874	0.879	0.862	2.396
in understanding the performance of the product	0.852	0.866	0.825	2.441
in familiarising myself with the products	0.745	0.746	0.739	1.665
Bandwagon effect – adapted fromAnantharaman et al. (2022)Overall α = 0.739; CR = 0.836; AVE =0.561; Male α = 0.722; CR = 0.826; AVE = 0.544; Female α = 0.756; CR = 0.846; AVE = 0.580
The following parameters are undertaken by me, when I get exposed with detailed product information
I rate the products on SNS (i.e. rating size/stars)	0.798	0.795	0.803	2.019
I reviews the products on SNS (i.e. review size)	0.757	0.727	0.782	1.974
I indulge in commenting and liking of a product on social media brand fan pages	0.755	0.711	0.800	1.394
Disseminate the product information through personal channels	0.683	0.713	0.653	1.218
Attitude – adapted fromAjzen (2002)Overall α = 0.879; CR = 0.914; AVE = 0.728; Male α = 0.873; CR = 0.911; AVE = 0.719; Female α = 0.887; CR = 0.920; AVE = 0.742
Buying electronic gadgets on the online marketplace (Flipkart/Amazon, etc.) would be
Bad idea – good idea	0.887	0.870	0.899	2.225
Disliked – liked	0.892	0.862	0.895	2.484
Worthless – valuable	0.845	0.869	0.837	2.482
Unenjoyable – enjoyable	0.785	0.788	0.812	2.055
Electronic word of mouth (eWOM) – adapted fromCarroll and Ahuvia (2006)Overall α = 0.889; CR = 0.923; AVE = 0.751; Male α = 0.884; CR = 0.920; AVE = 0.741; Female α = 0.896; CR = 0.928; AVE = 0.762
I recommend the virtually experienced products to lots of people	0.870	0.871	0.864	2.463
I usually “talk up” about virtually experienced brand to my friends	0.874	0.872	0.884	2.338
I try to spread the good-word about the virtually experienced products that I like	0.867	0.867	0.866	2.451
I give virtually experienced brand tons of positive word-of-mouth advertising	0.855	0.833	0.879	2.277

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