Results of the assessment of measurement model for first-order constructs
| Construct | Item | Scale items | Loading |
|---|---|---|---|
| Connectivity (Cov) (AVE =0.711; CR = 0.925; α = 0.898) | Cov1 | I can check inventory status across different channels | 0.821 |
| Cov2 | I can query products information across different channels | 0.883 | |
| Cov3 | I can check products availability and inventory across different channels | 0.855 | |
| Cov4 | My member accounts across different channels are connected | 0.828 | |
| Cov5 | My interactions with customer service across different channels are connected | 0.828 | |
| Integration (Int) (AVE =0.687; CR = 0.916; α = 0.887)) | Int1 | My interactions across different channels are integrated and considered for each purchase | 0.791 |
| Int2 | Product variety (different sizes, colours, etc.) is integrated across different channels | 0.827 | |
| Int3 | Descriptions of products are integrated across different channels | 0.821 | |
| Int4 | The launch of new products is synchronous across different channels | 0.843 | |
| Int5 | Promotion activities are aligned across different channels | 0.863 | |
| Consistency (Con) (AVE =0.706; CR = 0.935; α = 0.917) | Con 1 | Trademarks, brand names and slogans are consistent across different channels | 0.804 |
| Con 2 | The purchase expectance feelings are consistent across different channels | 0.851 | |
| Con 3 | Product images and display are consistent across different channels | 0.863 | |
| Con 4 | I receive consistent responses through different channels | 0.854 | |
| Con5 | The quality of products is consistent across different channels | 0.86 | |
| Con6 | The customer service performance is consistent across different channels | 0.809 | |
| Flexibility (Flx) (AVE =0.643; CR = 0.878; α = 0.814) | Flx1 | I can try on products in physical stores and order them online | 0.781 |
| Flx2 | I can choose different channels to get my chosen product | 0.834 | |
| Flx3 | I can order online and make payment and pick up offline | 0.798 | |
| Flx4 | The after-sales service is available across brand’s different channels | 0.81 | |
| Personalization (Per) (AVE =0.742; CR = 0.920; α = 0.884) | Per1 | Shopping recommendations are offered according to my purchase’s history and personal information across brand’s different channels | 0.875 |
| Per2 | Shopping discounts and privileges are offered based on my purchase history and personal information across different channels | 0.889 | |
| Per3 | Website browsing pages are customized based on my purchase history and personal information across different channels | 0.846 | |
| Per4 | Client-specific rewards or member points are offered based on my purchase history across different channels | 0.835 | |
| Enthused participation (EP) (AVE = 0.759; CR = 0.950; α = 0.936) | EP1 | I spend a lot of my free time on my favourite brand applications | 0.855 |
| EP2 | I am heavily into my favourite brand | 0.882 | |
| EP3 | I am passionate about my favourite brand | 0.885 | |
| EP4 | My days would not be same without my favourite brand applications | 0.867 | |
| EP5 | I try to fit accessing my favourite brand applications into my schedule | 0.880 | |
| EP6 | I enjoy spending time on my favourite brand applications | 0.858 | |
| Social connection (SC) (AVE = 0.840; CR = 0.940; α = 0.905) | SC1 | I love accessing my favourite brand applications with my friends | 0.896 |
| SC2 | I enjoy using my favourite brand applications more when I am with others | 0.932 | |
| SC3 | My favourite brand applications are more fun when other people around me also access it | 0.921 | |
| Conscious attention (CA) (AVE = 0.781; CR = 0.934; α = 0.906) | CA1 | I like to know more about my favourite brand applications | 0.858 |
| CA2 | I pay a lot of attention to anything about my favourite brand applications | 0.901 | |
| CA3 | I keep myself updated about things related to my favourite brand | 0.910 | |
| CA4 | Anything related to my favourite brand grabs my attention | 0.865 | |
| Return policy (RP) (AVE = 0.767; CR = 0.943; α = 0.924) | RP1 | My favourite brands have clear return policy through their different channels | 0.841 |
| RP2 | I often do not have trouble getting the returned item through the brand’s different channels | 0.901 | |
| RP3 | I often do not have to pay a return shipping/restocking fee | 0.871 | |
| RP4 | It does not take long to return the product | 0.877 | |
| RP5 | It is easy to return the product that does not meet my expectations through the brand’s different channels | 0.887 | |
| Customer citizenship behaviour (CCB) (AVE = 0.712; CR = 0.937; α = 0.918) | CCB 1 | If I received good product/service from my favourite brand, I commented about it | 0.805 |
| CCB 2 | If I experienced a problem, I let my favourite brand know about it | 0.829 | |
| CCB 3 | After my interaction with my favourite brand, I say positive things about it and its product/service to others | 0.877 | |
| CCB 4 | After my interaction with my favourite brand, I recommend it to others | 0.889 | |
| CCB5 | After my interaction with my favourite brand, I encouraged friends and relatives to interact with it | 0.85 | |
| CCB6 | If I had a useful idea on how to improve product/service, I let my favourite brand know about it | 0.808 |
| Construct | Item | Scale items | Loading |
|---|---|---|---|
| Connectivity (Cov) | Cov1 | I can check inventory status across different channels | 0.821 |
| Cov2 | I can query products information across different channels | 0.883 | |
| Cov3 | I can check products availability and inventory across different channels | 0.855 | |
| Cov4 | My member accounts across different channels are connected | 0.828 | |
| Cov5 | My interactions with customer service across different channels are connected | 0.828 | |
| Integration (Int) | Int1 | My interactions across different channels are integrated and considered for each purchase | 0.791 |
| Int2 | Product variety (different sizes, colours, etc.) is integrated across different channels | 0.827 | |
| Int3 | Descriptions of products are integrated across different channels | 0.821 | |
| Int4 | The launch of new products is synchronous across different channels | 0.843 | |
| Int5 | Promotion activities are aligned across different channels | 0.863 | |
| Consistency (Con) | Con 1 | Trademarks, brand names and slogans are consistent across different channels | 0.804 |
| Con 2 | The purchase expectance feelings are consistent across different channels | 0.851 | |
| Con 3 | Product images and display are consistent across different channels | 0.863 | |
| Con 4 | I receive consistent responses through different channels | 0.854 | |
| Con5 | The quality of products is consistent across different channels | 0.86 | |
| Con6 | The customer service performance is consistent across different channels | 0.809 | |
| Flexibility (Flx) | Flx1 | I can try on products in physical stores and order them online | 0.781 |
| Flx2 | I can choose different channels to get my chosen product | 0.834 | |
| Flx3 | I can order online and make payment and pick up offline | 0.798 | |
| Flx4 | The after-sales service is available across brand’s different channels | 0.81 | |
| Personalization (Per) | Per1 | Shopping recommendations are offered according to my purchase’s history and personal information across brand’s different channels | 0.875 |
| Per2 | Shopping discounts and privileges are offered based on my purchase history and personal information across different channels | 0.889 | |
| Per3 | Website browsing pages are customized based on my purchase history and personal information across different channels | 0.846 | |
| Per4 | Client-specific rewards or member points are offered based on my purchase history across different channels | 0.835 | |
| Enthused participation (EP) | EP1 | I spend a lot of my free time on my favourite brand applications | 0.855 |
| EP2 | I am heavily into my favourite brand | 0.882 | |
| EP3 | I am passionate about my favourite brand | 0.885 | |
| EP4 | My days would not be same without my favourite brand applications | 0.867 | |
| EP5 | I try to fit accessing my favourite brand applications into my schedule | 0.880 | |
| EP6 | I enjoy spending time on my favourite brand applications | 0.858 | |
| Social connection (SC) | SC1 | I love accessing my favourite brand applications with my friends | 0.896 |
| SC2 | I enjoy using my favourite brand applications more when I am with others | 0.932 | |
| SC3 | My favourite brand applications are more fun when other people around me also access it | 0.921 | |
| Conscious attention (CA) | CA1 | I like to know more about my favourite brand applications | 0.858 |
| CA2 | I pay a lot of attention to anything about my favourite brand applications | 0.901 | |
| CA3 | I keep myself updated about things related to my favourite brand | 0.910 | |
| CA4 | Anything related to my favourite brand grabs my attention | 0.865 | |
| Return policy (RP) | RP1 | My favourite brands have clear return policy through their different channels | 0.841 |
| RP2 | I often do not have trouble getting the returned item through the brand’s different channels | 0.901 | |
| RP3 | I often do not have to pay a return shipping/restocking fee | 0.871 | |
| RP4 | It does not take long to return the product | 0.877 | |
| RP5 | It is easy to return the product that does not meet my expectations through the brand’s different channels | 0.887 | |
| Customer citizenship behaviour (CCB) | CCB 1 | If I received good product/service from my favourite brand, I commented about it | 0.805 |
| CCB 2 | If I experienced a problem, I let my favourite brand know about it | 0.829 | |
| CCB 3 | After my interaction with my favourite brand, I say positive things about it and its product/service to others | 0.877 | |
| CCB 4 | After my interaction with my favourite brand, I recommend it to others | 0.889 | |
| CCB5 | After my interaction with my favourite brand, I encouraged friends and relatives to interact with it | 0.85 | |
| CCB6 | If I had a useful idea on how to improve product/service, I let my favourite brand know about it | 0.808 |
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