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***