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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