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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