Table 2 Measurement model... | Emerald Publishing

Table 2

Measurement model

Construct/dimension/indicator	Outer loadings	Outer weights	VIF	CR	AVE
Gameful experience (MC)
Enjoyment (ENJ)	0.959*	0.568*	3.512	0.955	0.876
ENJ1	0.947	0.366	–
ENJ2	0.924	0.343
ENJ3	0.937	0.359
App activation (APPACT)	0.899*	0.241**	3.817	0.846	0.620
APPACT1	0.873	0.358	–
APPACT3	0.905	0.369
APPACT4	0.930	0.361
Creative thinking (CT)	0.826*	0.035	3.222	0.941	0.799
CT1	0.876	0.250	–
CT2	0.916	0.290
CT3	0.875	0.276
CT4	0.906	0.302
Absence of negative affect (ANA)	0.340*	0.059	1.360	0.959	0.885
ANA1	0.952	0.366	–
ANA2	0.934	0.383
ANA3	0.937	0.313
Absorption (AB)	0.754*	0.194*	2.250	0.906	0.662
AB1	0.672	0.248	–
AB2	0.862	0.232
AB3	0.862	0.239
AB4	0.867	0.263
AB5	0.787	0.253
Dominance (DOM)	0.580*	0.075	1.966	0.893	0.678
DOM1	0.726	0.468	–
DOM2	0.831	0.239
DOM3	0.883	0.290
DOM4	0.845	0.243
Customer brand engagement (MC)
Cognitive processing (CP)	0.844*	0.292*	2.081	0.937	0.832
CP1	0.921	0.354	–
CP2	0.904	0.334
CP3	0.911	0.408
Brand activation (ACT)	0.878*	0.308*	2.459	0.963	0.896
ACT1	0.937	0.341	–
ACT2	0.951	0.348
ACT3	0.951	0.367
Affection (AFF)	0.934*	0.517*	2.384	0.963	0.868
AFF1	0.941	0.278	–
AFF2	0.916	0.243
AFF3	0.945	0.274
AFF4	0.924	0.278
Brand loyalty (LOY)			–	0.935	0.782
LOY1	0.914	0.296	–
LOY2	0.894	0.303
LOY3	0.830	0.240
LOY4	0.896	0.290
Intention to use (INT)			–	0.966	0.876
INT1	0.925	0.258	–
INT2	0.947	0.307
INT3	0.937	0.248
INT4	0.935	0.255
Self-image congruity (SIC)			–	0.967	0.907
SIC1	0.939	0.341	–
SIC2	0.957	0.353
SIC3	0.961	0.356

Construct/dimension/indicator	Outer loadings	Outer weights	VIF	CR	AVE
Gameful experience (MC)
Enjoyment (ENJ)	0.959*	0.568*	3.512	0.955	0.876
ENJ1	0.947	0.366	–
ENJ2	0.924	0.343
ENJ3	0.937	0.359
App activation (APPACT)	0.899*	0.241**	3.817	0.846	0.620
APPACT1	0.873	0.358	–
APPACT3	0.905	0.369
APPACT4	0.930	0.361
Creative thinking (CT)	0.826*	0.035	3.222	0.941	0.799
CT1	0.876	0.250	–
CT2	0.916	0.290
CT3	0.875	0.276
CT4	0.906	0.302
Absence of negative affect (ANA)	0.340*	0.059	1.360	0.959	0.885
ANA1	0.952	0.366	–
ANA2	0.934	0.383
ANA3	0.937	0.313
Absorption (AB)	0.754*	0.194*	2.250	0.906	0.662
AB1	0.672	0.248	–
AB2	0.862	0.232
AB3	0.862	0.239
AB4	0.867	0.263
AB5	0.787	0.253
Dominance (DOM)	0.580*	0.075	1.966	0.893	0.678
DOM1	0.726	0.468	–
DOM2	0.831	0.239
DOM3	0.883	0.290
DOM4	0.845	0.243
Customer brand engagement (MC)
Cognitive processing (CP)	0.844*	0.292*	2.081	0.937	0.832
CP1	0.921	0.354	–
CP2	0.904	0.334
CP3	0.911	0.408
Brand activation (ACT)	0.878*	0.308*	2.459	0.963	0.896
ACT1	0.937	0.341	–
ACT2	0.951	0.348
ACT3	0.951	0.367
Affection (AFF)	0.934*	0.517*	2.384	0.963	0.868
AFF1	0.941	0.278	–
AFF2	0.916	0.243
AFF3	0.945	0.274
AFF4	0.924	0.278
Brand loyalty (LOY)			–	0.935	0.782
LOY1	0.914	0.296	–
LOY2	0.894	0.303
LOY3	0.830	0.240
LOY4	0.896	0.290
Intention to use (INT)			–	0.966	0.876
INT1	0.925	0.258	–
INT2	0.947	0.307
INT3	0.937	0.248
INT4	0.935	0.255
Self-image congruity (SIC)			–	0.967	0.907
SIC1	0.939	0.341	–
SIC2	0.957	0.353
SIC3	0.961	0.356

Notes:

MC = multidimensional construct; VIF = variance inflation factor; CR = composite reliability; AVE = average variance extracted

Source: Created by authors

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