Model validity and reliability measures
| Measurement items | Factor loadings |
|---|---|
| Convenience (Conv) | |
| Adapted fromEastlick and Feinberg (1999); To et al. (2007)α = 0.746; CR = 0.838; AVE =0.564 | |
| Companies’ Facebook pages enable me to shop whenever I want | 0.762 |
| Companies’ Facebook pages enable me to shop without going out | 0.691 |
| Companies’ Facebook pages enable me to save time searching | 0.799 |
| Shopping via companies’ Facebook pages is convenient for me | 0.747 |
| Selection (Sel) | |
| Adapted fromEastlick and Feinberg (1999); To et al. (2007)α = 0.776; CR = 0.869; AVE = 0.690 | |
| Companies’ Facebook pages enable me to access many merchandise items | 0.850 |
| Companies’ Facebook pages enable me to access many brands | 0.770 |
| Companies’ Facebook pages enable me to access a wide selection | 0.869 |
| Information Availability (IA) | |
| Adapted fromKorgaonkar and Wolin (1999); To et al. (2007)α = 0.803; CR = 0.884; AVE = 0.717 | |
| Companies’ Facebook pages provide me with quick access to large volumes of information | 0.840 |
| Information obtained from companies’ Facebook pages is useful | 0.848 |
| Companies’ Facebook pages make acquiring information easier | 0.853 |
| Lack of sociality (LS) | |
| Adapted fromTo et al. (2007)α = 0.612; CR = 0.760; AVE = 0.524 | |
| Companies’ Facebook pages enable me to avoid social interaction with others | 0.527 |
| Companies’ Facebook pages enable me to avoid salespeople | 0.729 |
| Companies’ Facebook pages enable me to shop things online without embarrassment | 0.872 |
| Adventure (Adv) | |
| Adapted fromArnold and Reynolds (2003); To et al. (2007)α = 0.723; CR = 0.844; AVE = 0.643 | |
| Shopping via companies’ Facebook pages makes me feel like I am in my own universe | 0.784 |
| I find shopping via companies’ Facebook pages stimulating | 0.834 |
| To me, shopping via companies’ Facebook pages is an adventure | 0.787 |
| Gratification (Grat) | |
| Adapted fromArnold and Reynolds (2003); O’Brien (2010)α = 0.831; CR = 0.898; AVE = 0.745 | |
| When I am in a down mood, I go shopping via companies’ Facebook pages to make myself feel better | 0.848 |
| To me, shopping via companies’ Facebook pages is a way to relieve stress | 0.886 |
| I shop via companies’ Facebook pages when I want to treat myself to something special | 0.855 |
| Social (Soc) | |
| Adapted fromArnold and Reynolds (2003); To et al. (2007)α = 0.848; CR = 0.896; AVE = 0.683 | |
| I visit and follow companies’ Facebook pages to exchange information with friends | 0.813 |
| I shop via companies’ Facebook pages to share experiences with others | 0.855 |
| I shop via companies’ Facebook pages to develop friendships with other online shoppers | 0.836 |
| I shop via companies’ Facebook pages to extend a personal relationship | 0.802 |
| Idea shopping (Ide) | |
| Adapted fromArnold and Reynolds (2003); To et al. (2007)α = 0.820; CR = 0.892; AVE = 0.734 | |
| I visit and follow companies’ Facebook pages to keep up with the trends | 0.848 |
| I shop via companies’ Facebook pages to keep up with the new fashions | 0.884 |
| I shop via companies’ Facebook pages to see what new products are available | 0.837 |
| Utilitarian motivation (UM) | |
| Adapted fromVoss et al. (2003)α = 0.862; CR = 0.901; AVE = 0.646 | |
| Effective/ineffective | 0.810 |
| Helpful/unhelpful | 0.866 |
| Functional/not functional | 0.830 |
| Necessary/unnecessary | 0.714 |
| Practical/impractical | 0.790 |
| Hedonic motivation (HM) | |
| Adapted fromVoss et al. (2003)α = 0.920; CR = 0.940; AVE = 0.759 | |
| Fun/not fun | 0.822 |
| Exciting/dull | 0.879 |
| Delightful/not delightful | 0.859 |
| Thrilling/not thrilling | 0.895 |
| Enjoyable/unenjoyable | 0.899 |
| Customer engagement (CE) | |
| Adapted fromTsai and Men (2013)CR = 0.847; AVE = 0.735 | |
| Consumption (Cons) α = 0.807 | |
| I often watch videos on firms’ Facebook pages | 0.711 |
| I often view pictures on firms’ Facebook pages | 0.842 |
| I often read firms’ posts, user comments or product reviews | 0.857 |
| I often like/join firms’ Facebook pages (e.g. becoming a fan of or following) | 0.769 |
| Contribution (Cont) α = 0.817 | |
| I often engage in conversations on firms’ Facebook pages (e.g. commenting, asking and answering questions) | 0.812 |
| I often share firms’ Facebook posts on my own Facebook page (e.g. video, audio, pictures, texts) | 0.812 |
| I often recommend firms’ Facebook pages to my Facebook contacts | 0.808 |
| I often upload product-related videos, audio, pictures or images | 0.779 |
| Measurement items | Factor loadings |
|---|---|
| Companies’ Facebook pages enable me to shop whenever I want | 0.762 |
| Companies’ Facebook pages enable me to shop without going out | 0.691 |
| Companies’ Facebook pages enable me to save time searching | 0.799 |
| Shopping via companies’ Facebook pages is convenient for me | 0.747 |
| Companies’ Facebook pages enable me to access many merchandise items | 0.850 |
| Companies’ Facebook pages enable me to access many brands | 0.770 |
| Companies’ Facebook pages enable me to access a wide selection | 0.869 |
| Companies’ Facebook pages provide me with quick access to large volumes of information | 0.840 |
| Information obtained from companies’ Facebook pages is useful | 0.848 |
| Companies’ Facebook pages make acquiring information easier | 0.853 |
| Companies’ Facebook pages enable me to avoid social interaction with others | 0.527 |
| Companies’ Facebook pages enable me to avoid salespeople | 0.729 |
| Companies’ Facebook pages enable me to shop things online without embarrassment | 0.872 |
| Shopping via companies’ Facebook pages makes me feel like I am in my own universe | 0.784 |
| I find shopping via companies’ Facebook pages stimulating | 0.834 |
| To me, shopping via companies’ Facebook pages is an adventure | 0.787 |
| When I am in a down mood, I go shopping via companies’ Facebook pages to make myself feel better | 0.848 |
| To me, shopping via companies’ Facebook pages is a way to relieve stress | 0.886 |
| I shop via companies’ Facebook pages when I want to treat myself to something special | 0.855 |
| I visit and follow companies’ Facebook pages to exchange information with friends | 0.813 |
| I shop via companies’ Facebook pages to share experiences with others | 0.855 |
| I shop via companies’ Facebook pages to develop friendships with other online shoppers | 0.836 |
| I shop via companies’ Facebook pages to extend a personal relationship | 0.802 |
| I visit and follow companies’ Facebook pages to keep up with the trends | 0.848 |
| I shop via companies’ Facebook pages to keep up with the new fashions | 0.884 |
| I shop via companies’ Facebook pages to see what new products are available | 0.837 |
| Effective/ineffective | 0.810 |
| Helpful/unhelpful | 0.866 |
| Functional/not functional | 0.830 |
| Necessary/unnecessary | 0.714 |
| Practical/impractical | 0.790 |
| Fun/not fun | 0.822 |
| Exciting/dull | 0.879 |
| Delightful/not delightful | 0.859 |
| Thrilling/not thrilling | 0.895 |
| Enjoyable/unenjoyable | 0.899 |
| I often watch videos on firms’ Facebook pages | 0.711 |
| I often view pictures on firms’ Facebook pages | 0.842 |
| I often read firms’ posts, user comments or product reviews | 0.857 |
| I often like/join firms’ Facebook pages (e.g. becoming a fan of or following) | 0.769 |
| I often engage in conversations on firms’ Facebook pages (e.g. commenting, asking and answering questions) | 0.812 |
| I often share firms’ Facebook posts on my own Facebook page (e.g. video, audio, pictures, texts) | 0.812 |
| I often recommend firms’ Facebook pages to my Facebook contacts | 0.808 |
| I often upload product-related videos, audio, pictures or images | 0.779 |
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