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International Journal of Interdisciplinary Research

Table 2 Results of the confirmatory factor analysis measurement

From: Digital atmosphere of fashion retail stores

Factor Items Standardized
Factor loading
t-value AVE CR α
Attention I think this store
… attracts me 0.688 a 0.701 0.978 0.781
… draws my full attention 0.899 7.544
… catches my eye 0.906 7.660
Interest After watching this store
… I am interested in the product. 0.885 a 0.797 0.986 0.872
… I like the product 0.937 16.860
… I have a good impression of the product 0.855 13.464
Desire After watching this store
… I think I need the product 0.887 a 0.838 0.988 0.902
… I want to have the product 0.928 16.652
… I hope I can get the product 0.930 15.704
Search After watching this store, I think
… I will search for information about the product on the Internet 0.856 a 0.779 0.987 0.905
… I will search for online word-of-mouth information about the product on the Internet 0.904 15.988
… I will compare prices of the product on the Internet 0.871 13.172
… I will visit the official brand website on the Internet 0.898 13.345
Action After watching this store, I think    0.735 0.990  
… the product in the review is worth purchasing 0.844 a 0.878
… I am willing to buy the product 0.877 13.517  
… the product will benefit me 0.886 13.595  
… I will definitely buy this brand if I have enough money 0.821 11.558  
Share After watching this store, I think
… I am willing to tell my friends about this store 0.922 a 0.849 0.989 0.911
… I intend to share information about the products with my friends 0.942 19.249
… I will share my experiences and comments about the products on the Internet 0.899 16.336
  1. χ2(d.f) = 295.922(155), Normed χ2 = 1.909, p = .000
  2. GFI = .878 CFI = .960 TLI = .951, IFI = 0.961, RMSEA = 0.066
  3. a Unstandardized estimates were fixed by a value of one, so the t-value is not given