International Journal of Interdisciplinary Research
Table 1 The result of principal factor analysis for vlogger’s attributes
From: Effects of fashion vlogger attributes on product attitude and content sharing
Factor name | Item | Eigen-value | Variance explained % (cumulative variance %) | Cronbach’s α |
|---|---|---|---|---|
Trustworthiness | This vlogger would be sincere every time | 7.047 | 50.337 (50.337) | .908 |
This vlogger would not either exaggerate or lie | ||||
This vlogger would not pretend to know about what she does not know well | ||||
This vlogger would not talk without grounds | ||||
This vlogger would frankly present her position, thoughts and opinions | ||||
Expertise | This vlogger knows about the posting very well | 1.870 | 13.354 (63.691) | .895 |
It is an undeniable fact that This vlogger is an expert on the posting | ||||
This vlogger has a lot of experience with her vlog topic | ||||
This vlogger is likely to see a lot of magazines and videos related to her vlog content | ||||
This vlogger will give viewers information about her vlog content | ||||
Attractiveness | This vlogger is pretty | 1.438 | 10.274 (73.965) | .892 |
This vlogger has a sophisticated image | ||||
This vlogger is very attractive | ||||
Others will want to resemble this vlogger |