Table III Measurement properties of...

Table III

Measurement properties of indicators for immersive group

Construct	Items	Mean	SD	Composite reliability	Cronbach’s α	Standardised factor loading
3D authenticity (Algharabat and Dennis, 2010a)	3DAuth1	5.38	1.51	0.95	0.926	0.64
	3DAuth2	5.63	1.17			0.61
	3DAuth3	5.40	1.47			0.65
	3DAuth4	5.38	1.51			0.64
Engagement (Ghani, 1995)^a	EN1	2.82	1.34	0.99	0.988	0.73
	EN2	2.84	1.35			0.73
	EN3	2.82	1.33			0.74
	EN4	2.85	1.35			0.72
Colour vividness (Fiore, Kim and Lee, 2005b; Klein, 2003; Steuer, 1992)	Colour1	5.46	1.42	0.99	0.990	0.70
	Colour2	5.50	1.40			0.71
	Colour3	5.52	1.40			0.71
Control (Liu and Shrum, 2002; Mcmillan and Hwang, 2002; Song and Zinkhan, 2008)	Con1	5.58	1.31	0.97	0.951	0.74
	Con2	5.58	1.29			0.76
	Con3	5.59	1.27			0.77
	Con4	5.61	1.26			0.77
	Con5	5.51	1.33			0.52
Enjoyment (Ghani, 1995)^a	Enjoy1	2.91	1.42	0.96	0.944	0.58
	Enjoy2	2.79	1.54			0.62
	Enjoy3	2.78	1.58			0.60
	Enjoy4	2.74	1.58			0.62
Graphics vividness (Fiore, Kim and Lee, 2005b; Klein, 2003; Steuer, 1992)	Graph1	5.52	1.39	1.00	0.996	0.72
	Graph2	5.50	1.40			0.72
	Graph3	5.50	1.41			0.71
Hedonic value (Babin et al., 1994)	Hed1	5.16	1.54	0.99	0.984	0.63
	Hed2	5.23	1.53			0.64
	Hed3	5.22	1.52			0.64
	Hed4	5.29	1.50			0.65
Purchase Intention (Fiore, Kim and Lee, 2005b)	PI1	4.39	1.45	0.97	0.958	0.67
	PI2	4.37	1.46			0.67
	PI3	4.39	1.48			0.66
	PI4	4.84	1.55			0.55
Satisfaction (Bhattacherjee, 2001)	Sat1	4.65	1.49	0.99	0.985	0.64
	Sat2	4.76	1.41			0.70
	Sat3	4.76	1.43			0.69
	Sat4	4.74	1.43			0.69
Utilitarian value (Fiore, Kim and Lee, 2005b)	Uti1	4.63	1.55	0.99	0.990	0.64
	Uti2	4.62	1.55			0.64
	Uti3	4.63	1.55			0.64
	Uti4	4.63	1.60			0.61
Simulated experience	3D Authenticity	5.45	1.43	0.96	0.959	0.80
	Graphic	5.51	1.40			0.94
	Colour Vividness	5.49	1.40			0.93
	Control	5.57	1.29			0.73

Construct	Items	Mean	SD	Composite reliability	Cronbach’s α	Standardised factor loading
3D authenticity (Algharabat and Dennis, 2010a)	3DAuth1	5.38	1.51	0.95	0.926	0.64
	3DAuth2	5.63	1.17			0.61
	3DAuth3	5.40	1.47			0.65
	3DAuth4	5.38	1.51			0.64
Engagement (Ghani, 1995)^a	EN1	2.82	1.34	0.99	0.988	0.73
	EN2	2.84	1.35			0.73
	EN3	2.82	1.33			0.74
	EN4	2.85	1.35			0.72
Colour vividness (Fiore, Kim and Lee, 2005b; Klein, 2003; Steuer, 1992)	Colour1	5.46	1.42	0.99	0.990	0.70
	Colour2	5.50	1.40			0.71
	Colour3	5.52	1.40			0.71
Control (Liu and Shrum, 2002; Mcmillan and Hwang, 2002; Song and Zinkhan, 2008)	Con1	5.58	1.31	0.97	0.951	0.74
	Con2	5.58	1.29			0.76
	Con3	5.59	1.27			0.77
	Con4	5.61	1.26			0.77
	Con5	5.51	1.33			0.52
Enjoyment (Ghani, 1995)^a	Enjoy1	2.91	1.42	0.96	0.944	0.58
	Enjoy2	2.79	1.54			0.62
	Enjoy3	2.78	1.58			0.60
	Enjoy4	2.74	1.58			0.62
Graphics vividness (Fiore, Kim and Lee, 2005b; Klein, 2003; Steuer, 1992)	Graph1	5.52	1.39	1.00	0.996	0.72
	Graph2	5.50	1.40			0.72
	Graph3	5.50	1.41			0.71
Hedonic value (Babin et al., 1994)	Hed1	5.16	1.54	0.99	0.984	0.63
	Hed2	5.23	1.53			0.64
	Hed3	5.22	1.52			0.64
	Hed4	5.29	1.50			0.65
Purchase Intention (Fiore, Kim and Lee, 2005b)	PI1	4.39	1.45	0.97	0.958	0.67
	PI2	4.37	1.46			0.67
	PI3	4.39	1.48			0.66
	PI4	4.84	1.55			0.55
Satisfaction (Bhattacherjee, 2001)	Sat1	4.65	1.49	0.99	0.985	0.64
	Sat2	4.76	1.41			0.70
	Sat3	4.76	1.43			0.69
	Sat4	4.74	1.43			0.69
Utilitarian value (Fiore, Kim and Lee, 2005b)	Uti1	4.63	1.55	0.99	0.990	0.64
	Uti2	4.62	1.55			0.64
	Uti3	4.63	1.55			0.64
	Uti4	4.63	1.60			0.61
Simulated experience	3D Authenticity	5.45	1.43	0.96	0.959	0.80
	Graphic	5.51	1.40			0.94
	Colour Vividness	5.49	1.40			0.93
	Control	5.57	1.29			0.73

Note: ^aReverse coded

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