Table II. Results of item purification...

Table II.

Results of item purification and CFA

Construct/items	Standardised loading^*	CR	AVE	Item-total correlations	Coefficient α
OBF		0.91	0.67		0.79
OBF1	0.74			0.78
OBF2	0.81			0.76
OBF3	0.88			0.74
OBF4	0.79			0.79
OBF6	0.87			0.81
OVS		0.90	0.64		0.77
OVS1	0.78			0.78
OVS2	0.84			0.79
OVS3	0.83			0.74
OVS4	0.79			0.84
OVS6	0.77			0.75
OAA		0.90	0.66		0.79
OAA1	0.81			0.76
OAA2	0.80			0.74
OAA3	0.79			0.79
OAA4	0.85			0.81
OAA6	0.83			0.84
OBE		0.90	0.66		0.80
OBE1	0.82			0.75
OBE2	0.84			0.82
OBE3	0.79			0.81
OBE5	0.76			0.85
OBE7	0.85			0.75
OSR		0.92	0.70		0.76
OSR1	0.79			0.72
OSR2	0.77			0.76
OSR3	0.86			0.78
OSR4	0.88			0.71
OSR5	0.89			0.72

Construct/items	Standardised loading^*	CR	AVE	Item-totalcorrelations	Coefficientα
OBF		0.91	0.67		0.79
OBF1	0.74			0.78
OBF2	0.81			0.76
OBF3	0.88			0.74
OBF4	0.79			0.79
OBF6	0.87			0.81
OVS		0.90	0.64		0.77
OVS1	0.78			0.78
OVS2	0.84			0.79
OVS3	0.83			0.74
OVS4	0.79			0.84
OVS6	0.77			0.75
OAA		0.90	0.66		0.79
OAA1	0.81			0.76
OAA2	0.80			0.74
OAA3	0.79			0.79
OAA4	0.85			0.81
OAA6	0.83			0.84
OBE		0.90	0.66		0.80
OBE1	0.82			0.75
OBE2	0.84			0.82
OBE3	0.79			0.81
OBE5	0.76			0.85
OBE7	0.85			0.75
OSR		0.92	0.70		0.76
OSR1	0.79			0.72
OSR2	0.77			0.76
OSR3	0.86			0.78
OSR4	0.88			0.71
OSR5	0.89			0.72

Notes:

AVE, average variance extracted; OBF: online brand familiarity, OVS: online visual simplicity, OAA: online aesthetic attraction, OBE: online brand emotion and OSR: online social reputation.

*All parameter estimates are significant at the 0.001 level

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