Table 4 EFA outcomes Factor/Variable EV...

Table 4

EFA outcomes

Factor/Variable	EV	PV	CV	Items	Factor loading	CR	AVE	Alpha
PR	7.65	24.54	24.54	PR1: SMAs should be relevant to messages the advertisers intend to send	0.881	0.81	0.81	0.897
				PR2: A non-relevant SMA makes me irritated	0.822
				PR3: I follow SMAs as I think that such adverts meet my taste and preferences	0.814
				PR4: I prefer SMAs and follow such adverts as I can access to my SNS account more easily with my own convenience	0.867
PI	4.83	16.60	41.14	PI1: SMAs are a fine source of product information and innovative product offerings	0.922	0.86	0.82	0.911
				PI2: SMAs provide timely and updated product information	0.814
				PI3: SMAs are the convenient sources of product information	0.834
				PI4: I prefer SMAs and follow such adverts as I can access to my SNS account more easily with my own convenience	0.815
				PI5: I can inquire about my preferred product through SNS-based adverts as I can comment, ask questions, answer and like such adverts	0.741
PC	3.77	10.60	51.74	PC1: I believe SNS-based advertisements	0.803	0.88	0.67	0.864
				PC2: SMAs are more credible sources than other adverts as I can directly contact the advertiser once I am connected to the advertiser’s SM page	0.729
				PC3: SMAs gaining the credibility of the audiences	0.776
				PC4: I usually recommend my friends and colleagues to follow their intended brands’ SMAs as the credible sources of information	0.779
CBC	4.11	8.71	60.45	CBC1: I consider myself as a fashion brand-conscious customer	0.781	0.77	0.71	0.817
				CBC2: Fashion brand-conscious customers usually follow SMAs	0.890
				CBC3: SMAs are particularly suitable for brand-conscious customers for getting pertinent information about new product features and offers	0.763
				CBC4: Advertisers should devise their SMA strategies to retain existing consumers and attract new ones	0.765
CPI	3.74	9.13	69.58	CPI1: SMAs are relevant, informative and credible source for fashion oriented products	0.815	0.85	0.71	0.857
				CPI2: I expect that fashion-conscious people will make their buying purchase decisions based on SMAs	0.736
				CPI3: Buyers trust SMAs as the fast and convenient sources of information and make their buying decisions based on the quality and timeliness of product oriented information	0.899
				CPI4: It is easy to make purchase decisions based on SMAs as the tentative buyers can see the reviews and comments made by other buyers who previously bought the same product	0.723
				CPI5: I follow SMAs and purchase products based on such adverts	0.716

Factor/Variable	EV	PV	CV	Items	Factor loading	CR	AVE	Alpha
PR	7.65	24.54	24.54	PR1: SMAs should be relevant to messages the advertisers intend to send	0.881	0.81	0.81	0.897
				PR2: A non-relevant SMA makes me irritated	0.822
				PR3: I follow SMAs as I think that such adverts meet my taste and preferences	0.814
				PR4: I prefer SMAs and follow such adverts as I can access to my SNS account more easily with my own convenience	0.867
PI	4.83	16.60	41.14	PI1: SMAs are a fine source of product information and innovative product offerings	0.922	0.86	0.82	0.911
				PI2: SMAs provide timely and updated product information	0.814
				PI3: SMAs are the convenient sources of product information	0.834
				PI4: I prefer SMAs and follow such adverts as I can access to my SNS account more easily with my own convenience	0.815
				PI5: I can inquire about my preferred product through SNS-based adverts as I can comment, ask questions, answer and like such adverts	0.741
PC	3.77	10.60	51.74	PC1: I believe SNS-based advertisements	0.803	0.88	0.67	0.864
				PC2: SMAs are more credible sources than other adverts as I can directly contact the advertiser once I am connected to the advertiser’s SM page	0.729
				PC3: SMAs gaining the credibility of the audiences	0.776
				PC4: I usually recommend my friends and colleagues to follow their intended brands’ SMAs as the credible sources of information	0.779
CBC	4.11	8.71	60.45	CBC1: I consider myself as a fashion brand-conscious customer	0.781	0.77	0.71	0.817
				CBC2: Fashion brand-conscious customers usually follow SMAs	0.890
				CBC3: SMAs are particularly suitable for brand-conscious customers for getting pertinent information about new product features and offers	0.763
				CBC4: Advertisers should devise their SMA strategies to retain existing consumers and attract new ones	0.765
CPI	3.74	9.13	69.58	CPI1: SMAs are relevant, informative and credible source for fashion oriented products	0.815	0.85	0.71	0.857
				CPI2: I expect that fashion-conscious people will make their buying purchase decisions based on SMAs	0.736
				CPI3: Buyers trust SMAs as the fast and convenient sources of information and make their buying decisions based on the quality and timeliness of product oriented information	0.899
				CPI4: It is easy to make purchase decisions based on SMAs as the tentative buyers can see the reviews and comments made by other buyers who previously bought the same product	0.723
				CPI5: I follow SMAs and purchase products based on such adverts	0.716

Note(s): EV = Eigen value; PV=Percent of variance; CV=Cumulative variance; KMO = 0.828, DF = 251, Significance = 0.000

Source(s): SPSS 24

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