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International Journal of Interdisciplinary Research

Table 3 The result of principal factor analysis for attitude toward product

From: Effects of fashion vlogger attributes on product attitude and content sharing

Factor name Item Eigen-value Variance explained % (cumulative variance %) Cronbach’s α
Attitude toward products The product exposed on the video is likable 4.031 80.625 (80.625) .938
Products in video can be trusted
I feel positive about the products in video
Products in video are reliable
I like products in video