Table 4. Measurement items, FL factor...

Table 4.

Measurement items, FL factor loadings and psychometric properties

Item description	λ_i	t
Product category involvement α = 0.844, AVE = 0.677 and CR = 0.903 Source: Taylor et al. (2012)
In general, (product) is very important to me	0.931	94,169
In general, (product) matters a lot to me	0.939	108,296
In general, I have a strong interest in (product)	0.897	55,448
In general, (product) is very relevant to me	0.879	42,183
Entertainment value α = 0.908, AVE = 0.785 and CR = 0.936 Source: Taylor et al. (2012)
This message is entertaining	0.889	73,480
This message was fun	0.770	28,046
This message was amusing	0.855	42,774
I enjoyed this message	0.920	113,741
This message was pleasant	0.841	43,555
Social value α = 0.935, AVE = 0.837 and CR = 0.954 Adapted from Izawa (2010) and Sweeney and Soutarb (2001)
Sharing this video will make other people happy	0.865	52,618
Sharing this video will make my friends grateful	0.912	82,546
Sharing this video would improve the way I am perceived	0.928	98,301
Sharing this video would make a good impression on other people	0.905	71,589
Sharing this video would give its owner social approval	0.880	58,472
Functional value α = 0.930, AVE = 0.877 and CR = 0.955 Source: Izawa (2010)
This video is useful to me	0.819	32,967
This video is useful to my friends	0.944	114,927
This video is useful to other people	0.941	116,845
This video is important for society	0.879	54,732
Likelihood to share α = 0.949, AVE = 0.908 and CR = 0.967 Source: Taylor et al. (2012)
Unlikely-likely	0.934	89,502
Probably would not-probably would	0.968	209,974
Definitely would not-definitely would	0.956	114,741
Brand equity α = 0.933, AVE = 0.882 and CR = 0.957 Source: Yoo and Donthu (2001)
It makes sense to buy X instead of any other brand, even if they are the same	0.876	51,428
Even if another brand has the same features as X, I would prefer to buy X	0.922	76,232
If there is another brand as good as X, I prefer to buy X	0.917	67,867
If another brand is not different from X in any way, it seems smarter to purchase X	0.922	74,181

Item description	λ_i	t
Product category involvement α = 0.844, AVE = 0.677 and CR = 0.903Source: Taylor et al. (2012)
In general, (product) is very important to me	0.931	94,169
In general, (product) matters a lot to me	0.939	108,296
In general, I have a strong interest in (product)	0.897	55,448
In general, (product) is very relevant to me	0.879	42,183
Entertainment value α = 0.908, AVE = 0.785 and CR = 0.936Source: Taylor et al. (2012)
This message is entertaining	0.889	73,480
This message was fun	0.770	28,046
This message was amusing	0.855	42,774
I enjoyed this message	0.920	113,741
This message was pleasant	0.841	43,555
Social value α = 0.935, AVE = 0.837 and CR = 0.954Adapted from Izawa (2010) and Sweeney and Soutarb (2001)
Sharing this video will make other people happy	0.865	52,618
Sharing this video will make my friends grateful	0.912	82,546
Sharing this video would improve the way I am perceived	0.928	98,301
Sharing this video would make a good impression on other people	0.905	71,589
Sharing this video would give its owner social approval	0.880	58,472
Functional value α = 0.930, AVE = 0.877 and CR = 0.955Source: Izawa (2010)
This video is useful to me	0.819	32,967
This video is useful to my friends	0.944	114,927
This video is useful to other people	0.941	116,845
This video is important for society	0.879	54,732
Likelihood to share α = 0.949, AVE = 0.908 and CR = 0.967Source: Taylor et al. (2012)
Unlikely-likely	0.934	89,502
Probably would not-probably would	0.968	209,974
Definitely would not-definitely would	0.956	114,741
Brand equity α = 0.933, AVE = 0.882 and CR = 0.957Source: Yoo and Donthu (2001)
It makes sense to buy X instead of any other brand, even if they are the same	0.876	51,428
Even if another brand has the same features as X, I would prefer to buy X	0.922	76,232
If there is another brand as good as X, I prefer to buy X	0.917	67,867
If another brand is not different from X in any way, it seems smarter to purchase X	0.922	74,181

Notes:

α = cronbach’s alpha coefficient; AVE = average variance extracted; CR = composite reliability

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