Constructs

Indicators

Item

Loadings

Ave Variance Extracted

Composite Reliability

Cronbach Alpha

e-content

EC1

0.880

0.775

0.873

0.710

EC2

0.880

e-design

ED1

0.888

0.807

0.926

0.880

ED2

0.890

ED3

0.917

e-review

ER1

0.854

0.734

0.917

0.879

ER2

0.869

ER3

0.860

ER4

0.843

e-promotion

EP1

0.907

0.779

0.934

0.905

EP2

0.885

EP3

0.903

EP4

0.832

Online Trust

OT1

0.823

0.660

0.946

0.935

OT2

0.804

OT3

0.818

OT4

0.809

OT5

0.797

OT6

0.800

OT7

0.840

OT8

0.765

OT9

0.828

Perceived Enjoyment

PE1

0.949

0.876

0.955

0.929

PE2

0.946

PE3

0.913

Impulse Buying

IB1

0.751

0.710

0.955

0.946

IB2

0.772

IB3

0.862

IB4

0.881

IB5

0.854

IB6

0.883

IB7

0.801

IB8

0.866

IB9

0.852