Variable | Factor loading value | CR | AVE |
customer participation (α = 0.881) | 0.785*** | 0.913 | 0.747 |
0.835*** | |||
0.733*** | |||
0.842*** | |||
task-relevant clues (α = 0.840) | 0.797*** | 0.875 | 0.702 |
0.895*** | |||
0.907*** | |||
affection-relevant clues (α = 0.892) | 0.900*** | 0.885 | 0.714 |
0.901*** | |||
0.862*** | |||
hedonic experience (α = 0.893) | 0.812*** | 0.941 | 0.838 |
0.905*** | |||
0.916*** | |||
0.709*** | |||
cognitive experience (α = 0.926) | 0. 793*** | 0.847 | 0.685 |
0. 807*** | |||
0. 722*** | |||
0. 814*** | |||
0. 704*** | |||
social experience (α = 0.908) | 0.883*** | 0.966 | 0.844 |
0.879*** | |||
0.827*** | |||
Customer Citizenship Behavior (α = 0.873) | 0.913*** | 0.861 | 0.693 |
0.836*** | |||
0.802*** | |||
0.893*** | |||
0.729*** |