Table 2 Summary of measurement scales... | Emerald Publishing

Table 2

Summary of measurement scales

Construct	Mean	Standard deviation	Cronbach’s alpha	Factor loading	Composite reliability	Average variance extracted
Message appeal			0.88		0.88	0.79
(A1) The message is interesting to me	2.93	1.04		0.90
(A2) The message is recreational to me	2.79	0.93		0.87
Message source credibility			0.90		0.91	0.76
(B1) I believe the sender is sincere	2.89	1.03		0.86
(B2) I believe the sender is trustworthy	2.83	1.00		0.90
(B3) I believe the sender is honest	2.85	1.04		0.86
eWOM response			0.82		0.83	0.62
(R1) After browsing the message, I choose “Like” as my response	2.65	1.22		0.75
(R2) After browsing the message, I choose “Share” as my response	2.24	1.10		0.84
(R3) After browsing the message, I choose “Comment” as my response	2.04	1.02		0.78

Construct	Mean	Standard deviation	Cronbach’s alpha	Factor loading	Composite reliability	Average variance extracted
Message appeal			0.88		0.88	0.79
(A1) The message is interesting to me	2.93	1.04		0.90
(A2) The message is recreational to me	2.79	0.93		0.87
Message source credibility			0.90		0.91	0.76
(B1) I believe the sender is sincere	2.89	1.03		0.86
(B2) I believe the sender is trustworthy	2.83	1.00		0.90
(B3) I believe the sender is honest	2.85	1.04		0.86
eWOM response			0.82		0.83	0.62
(R1) After browsing the message, I choose “Like” as my response	2.65	1.22		0.75
(R2) After browsing the message, I choose “Share” as my response	2.24	1.10		0.84
(R3) After browsing the message, I choose “Comment” as my response	2.04	1.02		0.78

Source(s): Table by authors