Table 3 Results of confirmatory factor...

Table 3

Results of confirmatory factor analysis

Construct	Items	Factor loadings	CR	AVE	Cronbach alpha
Similarity confusion	Due to the great similarity of the many brands, it is often difficult to detect new one	0.820	0.785	0.551	0.703
	Some brands look so similar that it is uncertain whether they are made by the same manufacturer or not	0.661
	Sometimes I want to buy a product seen in an advertisement, but cannot identify it clearly between scores of similar brands	0.737
Overload confusion	I do not always know exactly which brand s are meet my needs best	0.749	0.818	0.530	0.811
	There are so many brands to choose from that, I sometime feel confused	0.778
	Due to the host of showrooms, it is sometimes difficult to decide where to shop	0.706
	Most brands are very similar and are therefore hard to distinguish	0.676
Ambiguity confusion	The information I get from advertising often are so vague that it is hard to know what product can actually perform better	0.879	0.848	0.587	0.812
	When buying this product, I rarely feel sufficiently informed	0.726
	When purchasing certain product, I feel uncertain as to products features that are particularly important for me	0.588
	when purchasing this product, I need the help of sales personnel to understand differences between products	0.839
Pre-purchase cognitive dissonance	I'm not quite sure about my decision	0.810	0.910	0.628	0.927
	I feel annoyed	0.785
	I feel uncomfortable	0.760
	I don't know whether the decision about this product was right	0.755
	Before of the decision, I feel uneasy	0.821
	I don't know whether this was the right choice	0.822
Decision postponement	It is difficult to arrive at a decision when making a purchase	0.750	0.880	0.647	0.869
	When making a purchase, I delay the decision	0.859
	Sometimes, I postpone a planned purchase	0.836
	The choice in a store is so large that a purchase takes longer than expected	0.767

Construct	Items	Factor loadings	CR	AVE	Cronbach alpha
Similarity confusion	Due to the great similarity of the many brands, it is often difficult to detect new one	0.820	0.785	0.551	0.703
	Some brands look so similar that it is uncertain whether they are made by the same manufacturer or not	0.661
	Sometimes I want to buy a product seen in an advertisement, but cannot identify it clearly between scores of similar brands	0.737
Overload confusion	I do not always know exactly which brand s are meet my needs best	0.749	0.818	0.530	0.811
	There are so many brands to choose from that, I sometime feel confused	0.778
	Due to the host of showrooms, it is sometimes difficult to decide where to shop	0.706
	Most brands are very similar and are therefore hard to distinguish	0.676
Ambiguity confusion	The information I get from advertising often are so vague that it is hard to know what product can actually perform better	0.879	0.848	0.587	0.812
	When buying this product, I rarely feel sufficiently informed	0.726
	When purchasing certain product, I feel uncertain as to products features that are particularly important for me	0.588
	when purchasing this product, I need the help of sales personnel to understand differences between products	0.839
Pre-purchase cognitive dissonance	I'm not quite sure about my decision	0.810	0.910	0.628	0.927
	I feel annoyed	0.785
	I feel uncomfortable	0.760
	I don't know whether the decision about this product was right	0.755
	Before of the decision, I feel uneasy	0.821
	I don't know whether this was the right choice	0.822
Decision postponement	It is difficult to arrive at a decision when making a purchase	0.750	0.880	0.647	0.869
	When making a purchase, I delay the decision	0.859
	Sometimes, I postpone a planned purchase	0.836
	The choice in a store is so large that a purchase takes longer than expected	0.767

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