Table 3 Measurement items and exploratory factor analysis results

Co-creation (Cao et al. 2005)

.658

.906

.870

 DTC brands have interactive feedback mechanism between customer and business

 DTC brands offer personalization features

 DTC brands have empathy with customers’ problems

 DTC brands are very concerned about my welfare

 DTC brands allow me to provide direct input to the brand

Cost-effectiveness (Fornell et al. 1996; Lamberton and Rose 2012)

.846

.916

.820

 For the given price, I rate the DTC brand’s offer as good

 For the given quality of the DTC brand’s product, I rate the price as good

Website attractiveness (Cao et al. 2005)

.718

.939

.921

 I find the DTC brand’s website attractive

 I find the DTC brand’s website appealing

 I find the DTC brand’s website engaging

.

 I find the DTC brand’s website gets me excited

 I find the DTC brand’s website fun

 I find the DTC brand’s website entertaining

Sustainability (Park and Kim 2016)

.721

.940

.923

 DTC brand adopts environmentally friendly production practices

 DTC brand’s clothes are produced with a minimum effect on the environment (e.g., no gases, low carbon footprint) and animals

 DTC brand’s clothes are made from sustainable materials such as organic cotton and not be synthetic

 DTC brand’s products are made under safe and healthy working conditions, without child labor or sweatshops

 DTC brand pays fair wage for factory workers and raw material suppliers

 DTC brand gives back to the communities in which it does business

Brand uniqueness (Franke and Schreier 2008)

.878

.956

.931

 I perceive the DTC brand as highly unique

 The DTC brand is one of a kind

 The DTC brand is really special

Social media engagement (Baldus et al. 2015; Lamberton and Rose 2012)

.822

.970

.964

 DTC brand’s social media is my critical connection for new and important information about the brand and its products

 DTC brand’s social media keeps me on the leading edge of information about the brand

 When I want up-to-date information about this brand, I look to DTC brand’s social media

 DTC brand’s social media is the best way to stay informed about new developments with this brand

 Engaging in DTC brand’s social media allows me to be part of a group of like-minded people

 Engaging in DTC brand’s social media allows me to belong to a group of people with similar interests

Innovativeness (Kunz et al. 2011)

.680

.937

.921

 DTC brand is dynamic

 DTC brand is very creative

 DTC brand launches new products and creates market trend all the time

 DTC brand is a pioneer in its category

 DTC brand constantly generates new ideas

 DTC brand has changed the market with its offer

 DTC brand is an advanced-forward looking firm

Attitude (Ajzen 1991)

.759

.926

.894

 All things considered, I find shopping from DTC brands to be a wise move

 All things considered, I think purchasing from DTC brands to be a positive thing

 All things considered, I think shopping from DTC brands is a good thing

 Overall, buying products from DTC brands makes sense

Re-purchase Intention (Bhattacherjee 2001)

.840

.955

.936

 All things considered, I expect to continue purchase from DTC brand often in the future

 I can see myself buying from DTC brand more frequently in the future

 I can see myself increasing my purchase from DTC brand if possible

 It is likely that I will frequently buy products from DTC brand in the future