Correlation matrix (CFA results)
| Variables and items | Load | Cronbach's α | AVE |
|---|---|---|---|
| Experiences | 0.907 | 0.709 | |
| My experiences of these restaurants were memorable | 0.828 | ||
| My experiences of these restaurants were very interesting | 0.855 | ||
| My experiences of these restaurants enhance my dining experience | 0.873 | ||
| My experiences of these restaurants were different | 0.810 | ||
| Opinion leadership | 0.829 | 0.549 | |
| Restaurant news I posted on SNS influence people's opinions | 0.742 | ||
| People access my SNS profile to update what the latest restaurant news I have contributed | 0.726 | ||
| My friends and followers on SNSs usually share restaurant news I posted | 0.804 | ||
| I usually share restaurant news, therefore my online friends consider me as an opinion leader in this area | 0.687 | ||
| Reflection of self | 0.824 | 0.610 | |
| I usually post restaurant news I visited, just to let others know what kind of person I am | 0.799 | ||
| I often share restaurant news on SNS to get positive recognition from my friends | 0.814 | ||
| Sharing restaurant news on SNSs will make many people admire me | 0.728 | ||
| Need for unique | 0.827 | 0.544 | |
| I usually post restaurant news as a way of proving to my online friends that I'm totally different | 0.683 | ||
| I usually write unique restaurant news to build up a style that is all my own | 0.747 | ||
| I usually write unique restaurant news to express my individuality | 0.769 | ||
| I usually write unique restaurant news to create a special image on SNSs | 0.749 | ||
| sWOM contribution | 0.908 | 0.712 | |
| I often contribute restaurant news on SNSs | 0.787 | ||
| I usually share restaurant news on SNSs | 0.796 | ||
| I often forward restaurant news to my friends list on SNSs | 0.898 | ||
| I positively engage to comment on restaurant topics on SNSs | 0.887 |
| Variables and items | Load | Cronbach's | AVE |
|---|---|---|---|
| My experiences of these restaurants were memorable | 0.828 | ||
| My experiences of these restaurants were very interesting | 0.855 | ||
| My experiences of these restaurants enhance my dining experience | 0.873 | ||
| My experiences of these restaurants were different | 0.810 | ||
| Restaurant news I posted on SNS influence people's opinions | 0.742 | ||
| People access my SNS profile to update what the latest restaurant news I have contributed | 0.726 | ||
| My friends and followers on SNSs usually share restaurant news I posted | 0.804 | ||
| I usually share restaurant news, therefore my online friends consider me as an opinion leader in this area | 0.687 | ||
| I usually post restaurant news I visited, just to let others know what kind of person I am | 0.799 | ||
| I often share restaurant news on SNS to get positive recognition from my friends | 0.814 | ||
| Sharing restaurant news on SNSs will make many people admire me | 0.728 | ||
| I usually post restaurant news as a way of proving to my online friends that I'm totally different | 0.683 | ||
| I usually write unique restaurant news to build up a style that is all my own | 0.747 | ||
| I usually write unique restaurant news to express my individuality | 0.769 | ||
| I usually write unique restaurant news to create a special image on SNSs | 0.749 | ||
| I often contribute restaurant news on SNSs | 0.787 | ||
| I usually share restaurant news on SNSs | 0.796 | ||
| I often forward restaurant news to my friends list on SNSs | 0.898 | ||
| I positively engage to comment on restaurant topics on SNSs | 0.887 |
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