Measurement of constructs
| Constructs | Items | Factor loadings | Cronbach’s α | Ave | Cr |
|---|---|---|---|---|---|
| Content relevance | The presentation style of short videos on this platform is my favorite | 0.681 | 0.752 | 0.505 | 0.753 |
| The content of this platform is very close to my interests | 0.720 | ||||
| The short video content on this platform can meet my needs well | 0.729 | ||||
| Content originality | The videos on this platform are very innovative | 0.792 | 0.869 | 0.626 | 0.870 |
| The videos on this platform are very unique | 0.787 | ||||
| The videos on this platform are quite unusual | 0.772 | ||||
| The videos on this platform are very creative | 0.814 | ||||
| Groundedness | Watching short videos on this platform gives me a sense of stability | 0.776 | 0.880 | 0.651 | 0.882 |
| When I watch short videos on this platform, I feel close to the things, nature, and people around me | 0.775 | ||||
| When I watch short videos on this platform, I have a sense of belonging | 0.838 | ||||
| When I watch short videos on this platform, I feel rooted and grounded | 0.837 | ||||
| Fun | I am far away from my worries when I watch short videos on this platform | 0.731 | 0.883 | 0.661 | 0.886 |
| I feel carefree when I watch short videos on this platform | 0.823 | ||||
| I can let go of things when I watch short videos on this platform | 0.839 | ||||
| The content makes me feel liberated when I watch short videos on this platform | 0.853 | ||||
| Customer inspiration | My imagination is stimulated when I watch short videos on this platform | 0.791 | 0.844 | 0.644 | 0.845 |
| I am intrigued by new ideas when I watch short videos on this platform | 0.816 | ||||
| I get new ideas unexpectedly and spontaneously when I watch short videos on this platform | 0.801 | ||||
| Customer input | Emotional input | 0.919 | 0.901 | 0.516 | 0.861 |
| I really enjoy using the platform | 0.797 | ||||
| The content on the platform resonates emotionally with me | 0.812 | ||||
| Energy input | 0.703 | ||||
| When I watch short videos on this platform, I eliminate most other distractions | 0.585 | ||||
| When I watch short videos on this platform, I don’t get distracted easily by other things | 0.608 | ||||
| When I watch short videos on this platform, I give my full attention | 0.751 | ||||
| Informational input | 0.613 | ||||
| I do not disable the platform’s tracking function so that it can collect information about my usage | 0.721 | ||||
| I allow the platform to track my usage so that it can recommend content I like | 0.835 | ||||
| I allow the platform to collect my usage information | 0.825 | ||||
| Financial input | 0.558 | ||||
| I generally consider buying products or services on the platform | 0.831 | ||||
| I often buy products or services on the platform | 0.865 | ||||
| I will continue to buy products or services on the platform in the near future | 0.844 | ||||
| Knowledge input | 0.666 | ||||
| I propose improvements to the platform to make it better | 0.880 | ||||
| I give feedback on my experience with the platform | 0.680 | ||||
| Social input | 0.790 | ||||
| I enjoy participating with others in events organized on the platform | 0.798 | ||||
| When I need help, I first open the platform and ask for help | 0.813 | ||||
| I am part of the platform and mention the platform in conversations | 0.900 | ||||
| I actively discuss the platform on other media | 0.854 |
| Constructs | Items | Factor loadings | Cronbach’s | Ave | Cr |
|---|---|---|---|---|---|
| Content relevance | The presentation style of short videos on this platform is my favorite | 0.681 | 0.752 | 0.505 | 0.753 |
| The content of this platform is very close to my interests | 0.720 | ||||
| The short video content on this platform can meet my needs well | 0.729 | ||||
| Content originality | The videos on this platform are very innovative | 0.792 | 0.869 | 0.626 | 0.870 |
| The videos on this platform are very unique | 0.787 | ||||
| The videos on this platform are quite unusual | 0.772 | ||||
| The videos on this platform are very creative | 0.814 | ||||
| Groundedness | Watching short videos on this platform gives me a sense of stability | 0.776 | 0.880 | 0.651 | 0.882 |
| When I watch short videos on this platform, I feel close to the things, nature, and people around me | 0.775 | ||||
| When I watch short videos on this platform, I have a sense of belonging | 0.838 | ||||
| When I watch short videos on this platform, I feel rooted and grounded | 0.837 | ||||
| Fun | I am far away from my worries when I watch short videos on this platform | 0.731 | 0.883 | 0.661 | 0.886 |
| I feel carefree when I watch short videos on this platform | 0.823 | ||||
| I can let go of things when I watch short videos on this platform | 0.839 | ||||
| The content makes me feel liberated when I watch short videos on this platform | 0.853 | ||||
| Customer inspiration | My imagination is stimulated when I watch short videos on this platform | 0.791 | 0.844 | 0.644 | 0.845 |
| I am intrigued by new ideas when I watch short videos on this platform | 0.816 | ||||
| I get new ideas unexpectedly and spontaneously when I watch short videos on this platform | 0.801 | ||||
| Customer input | Emotional input | 0.919 | 0.901 | 0.516 | 0.861 |
| I really enjoy using the platform | 0.797 | ||||
| The content on the platform resonates emotionally with me | 0.812 | ||||
| Energy input | 0.703 | ||||
| When I watch short videos on this platform, I eliminate most other distractions | 0.585 | ||||
| When I watch short videos on this platform, I don’t get distracted easily by other things | 0.608 | ||||
| When I watch short videos on this platform, I give my full attention | 0.751 | ||||
| Informational input | 0.613 | ||||
| I do not disable the platform’s tracking function so that it can collect information about my usage | 0.721 | ||||
| I allow the platform to track my usage so that it can recommend content I like | 0.835 | ||||
| I allow the platform to collect my usage information | 0.825 | ||||
| Financial input | 0.558 | ||||
| I generally consider buying products or services on the platform | 0.831 | ||||
| I often buy products or services on the platform | 0.865 | ||||
| I will continue to buy products or services on the platform in the near future | 0.844 | ||||
| Knowledge input | 0.666 | ||||
| I propose improvements to the platform to make it better | 0.880 | ||||
| I give feedback on my experience with the platform | 0.680 | ||||
| Social input | 0.790 | ||||
| I enjoy participating with others in events organized on the platform | 0.798 | ||||
| When I need help, I first open the platform and ask for help | 0.813 | ||||
| I am part of the platform and mention the platform in conversations | 0.900 | ||||
| I actively discuss the platform on other media | 0.854 |
Source(s): Authors’ own work