Table I. Scales and confirmatory...

Table I.

Scales and confirmatory analyses

Measures	Factor loading	Boots t-value	CRC	AVE
Heightened enjoyment (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.94	0.85
During the realization of this activity …
ENJ1 …I enjoyed interacting in Pinterest	0.91*	15.04
ENJ2 …Pinterest provided me a lot of enjoyment	0.92*	13.15
ENJ3 …I had fun	0.93*	14.73
Curiosity (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.87	0.69
The realization of this activity …
CUR1 …excited my curiosity	0.83*	12.02
CUR2 …aroused my imagination	0.86*	11.66
CUR3 …made me curious	0.80*	8.19
Control (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.88	0.73
During the realization of this activity, I felt that …
CONT1 …everything was under control	0.80*	13.76
CONT2 …I had control of the situation	0.94*	16.46
CONT3 …I controlled my interactions in Pinterest	0.81*	11.40
Temporal dissociation (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.92	0.79
During the realization of this activity…
TEDI1 …time appeared to go very quickly	0.91*	15.15
TEDI2 …time flied	0.97*	20.79
TEDI3 …I lost track of time	0.78*	12.69
Focused immersion (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.89	0.73
During the realisation of this activity…
FI1 …I was able to block out most other distractions	0.84*	14.31
FI2 …I was absorbed in what I was doing	0.86*	14.43
FI3 …my attention did not get diverted very easily	0.85*	13.25
Collaborative learning (So and Brush, 2008; Blasco et al., 2013)			0.94	0.83
During this activity with Pinterest, I felt that…
CL1 …I actively collaborated in my learning experience	0.87*	11.55
CL2 …I had free rein to co-create my own learning experience	0.94*	13.41
CL3 …I had freedom to participate in my own learning experience	0.92*	12.25
Learning performance (MacGeorge et al., 2008)			0.92	0.75
I consider that my participation in this activity has allowed me…
LP1 …to improve my comprehension of marketing concepts	0.82*	10.68
LP2 …to understand marketing activities carried out by real firms	0.85*	7.90
LP3 …to identify marketing strategies and techniques in the real world	0.92*	10.32
LP4 …to increase my marketing knowledge	0.88*	10.52

Measures	Factor loading	Boots t-value	CRC	AVE
Heightened enjoyment (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.94	0.85
During the realization of this activity …
ENJ1 …I enjoyed interacting in Pinterest	0.91*	15.04
ENJ2 …Pinterest provided me a lot of enjoyment	0.92*	13.15
ENJ3 …I had fun	0.93*	14.73
Curiosity (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.87	0.69
The realization of this activity …
CUR1 …excited my curiosity	0.83*	12.02
CUR2 …aroused my imagination	0.86*	11.66
CUR3 …made me curious	0.80*	8.19
Control (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.88	0.73
During the realization of this activity, I felt that …
CONT1 …everything was under control	0.80*	13.76
CONT2 …I had control of the situation	0.94*	16.46
CONT3 …I controlled my interactions in Pinterest	0.81*	11.40
Temporal dissociation (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.92	0.79
During the realization of this activity…
TEDI1 …time appeared to go very quickly	0.91*	15.15
TEDI2 …time flied	0.97*	20.79
TEDI3 …I lost track of time	0.78*	12.69
Focused immersion (Agarwal and Karahanna, 2000; Reychav and Wu, 2015b)			0.89	0.73
During the realisation of this activity…
FI1 …I was able to block out most other distractions	0.84*	14.31
FI2 …I was absorbed in what I was doing	0.86*	14.43
FI3 …my attention did not get diverted very easily	0.85*	13.25
Collaborative learning (So and Brush, 2008; Blasco et al., 2013)			0.94	0.83
During this activity with Pinterest, I felt that…
CL1 …I actively collaborated in my learning experience	0.87*	11.55
CL2 …I had free rein to co-create my own learning experience	0.94*	13.41
CL3 …I had freedom to participate in my own learning experience	0.92*	12.25
Learning performance (MacGeorge et al., 2008)			0.92	0.75
I consider that my participation in this activity has allowed me…
LP1 …to improve my comprehension of marketing concepts	0.82*	10.68
LP2 …to understand marketing activities carried out by real firms	0.85*	7.90
LP3 …to identify marketing strategies and techniques in the real world	0.92*	10.32
LP4 …to increase my marketing knowledge	0.88*	10.52

Notes:

CRC = Composite reliability coefficient; AVE = Average variance extracted

*p < 0.01

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