International Journal of Interdisciplinary Research
Table 5 The result of principal factor analysis for emotional bond
From: Effects of fashion vlogger attributes on product attitude and content sharing
Factor name | Item | Eigen-value | Variance explained % (cumulative variance %) | Cronbach’s α |
|---|---|---|---|---|
Emotional bond | This vlogger is as comfortable as a friend | 4.291 | 71.510 (71.510) | .920 |
Communication with this vlogger is similar to communication with friends | ||||
This vlogger feels like a friend | ||||
This vlogger tried to communicate intimately with viewers | ||||
This vlogger seems to be interested in the viewers’ opinion | ||||
After watching the vlog, I thought I wanted to comment |