variables | Question items | Factor loading | Cronbach’s alpha | KMO | CR | AVE |
Product Quality Perception | PQ1 There are a variety of e-commerce products in China that can meet the shopping needs. | 0.745 | 0.887 | 0.926 | 0.887 | 0.529 |
PQ2 China’s e-commerce products are of good quality and low price | 0.734 | |||||
PQ3 Purchase channels of Chinese e-commerce products are convenient | 0.749 | |||||
PQ4 The after-sales service of China’s e-commerce products is satisfied | 0.685 | |||||
PQ5 The service attitude of overseas customer service of Chinese e-commerce is satisfying | 0.741 | |||||
PQ6 logistics service of China’s e-commerce products is good | 0.725 | |||||
PQ7the brand awareness of Chinese e-commerce products is relatively high | 0.711 | |||||
Consumer Ethnocentrism | EC1 Under the same price, will you give priority to domestic products or brands | 0.725 | 0.868 | 0.876 | 0.868 | 0.568 |
EC2 I’d like to spend more time to support domestic products | 0.764 | |||||
EC3 It is a good behavior to support domestic products | 0.744 | |||||
EC4 domestic products are greener than those of other countries | 0.773 | |||||
EC5 Foreign brands are more attractive | 0.760 | |||||
Consumer Animosity | CH1 Do you think China is a peaceful and friendly country | 0.727 | 0.874 | 0.919 | 0.871 | 0.491 |
CH2 Are you willing to have a deeper understanding of Chinese culture? | 0.705 | |||||
CH3 Do you think Chinese people are very modest and polite | 0.700 | |||||
| CH4 Do you have some particularly unpleasant experiences in China? | 0.716 |
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CH5 Do you think that Chinese overseas enterprises have exploited their own countries? | 0.669 | |||||
CH6 Do you approve of China’s political system? | 0.687 | |||||
CH7 What do you think of the negative evaluation of China by western media? | 0.707 | |||||
Purchase intention | Y1 How many times have you bought Chinese goods | 0.573 | 0.874 | 0.742 |
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Y2 Are you willing to buy Chinese goods | 0.562 | |||||
Y3 Will you recommend or show your foreign products to your friends | 0.568 |