International Journal of Interdisciplinary Research
Table 2 Confirmatory factor analysis results
From: How online shopping festival atmosphere promotes consumer participation in China
Construct | Items | Standardized loading (λ)a | Cronbach’s α | AVE | CR | Mean |
|---|---|---|---|---|---|---|
Promotional atmosphere | I saved money through discounts available during the online shopping festival (OSF) | 0.898 | 0.766 | 0.643 | 0.813 | 3.791 |
I think the OSF offers me quality products at competitive prices | 0.693 | |||||
Entertaining atmosphere | The OSF’s promotion was creative and interesting | 0.866 | 0.877 | 0.707 | 0.844 | 3.273 |
The OSF’s promotion activities were full of variety and fun | 0.835 | |||||
The OSF’s promotion activities (e.g., live shows and games) were interactive and entertaining | 0.821 | |||||
Social interaction atmosphere | I communicated with my friends or family about my experience during the OSF to socialize | 0.868 | 0.779 | 0.648 | 0.781 | 3.659 |
I enjoyed socializing with others when I find a good deal in the OSF | 0.737 | |||||
Excitement | I felt energized to use the OSF platform | 0.860 | 0.884 | 0.658 | 0.895 | 3.640 |
I felt enthusiastic while engaging in the OSF platform | 0.856 | |||||
I felt that the OSF can gratify my shopping needs with fun | 0.786 | |||||
I felt happy when participating in the OSF activities with my friends | 0.735 | |||||
Continuous participation intention | I prefer participating in the next OSF compared to other people | 0.853 | 0.817 | 0.692 | 0.801 | 3.389 |
I will prepare well in advance before the next OSF | 0.810 |