Table 3 Summary of the confirmatory...

Table 3

Summary of the confirmatory factor analysis of the second-order measurement model for demand perception

Second-order construct	Factors (formation)	Factor standardized loading	AVE	CR
Innovativeness	Menu (5 items)	0.869	0.663	0.883
	Experiential (4 items)	0.916
	Brand (4 items)	0.878
	Promotion (3 items)	0.535
Perceived value	Emotional (6 items)	0.834	0.574	0.868
	Epistemic (6 items)	0.813
	Quality (4 items)	0.878
	Health (3 items)	0.609
	Prestige (4 items)	0.608

Second-order construct	Factors (formation)	Factor standardized loading	AVE	CR
Innovativeness	Menu (5 items)	0.869	0.663	0.883
	Experiential (4 items)	0.916
	Brand (4 items)	0.878
	Promotion (3 items)	0.535
Perceived value	Emotional (6 items)	0.834	0.574	0.868
	Epistemic (6 items)	0.813
	Quality (4 items)	0.878
	Health (3 items)	0.609
	Prestige (4 items)	0.608

Note(s): AVE = average variance extracted; CR = composite reliability

Source(s): Developed by authors, 2025

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