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 |