Standardised Estimates

S.E.

C.R.

P

AVE

CR

Information quality

0.56

0.79

I find the information in the page to be valuable

IQ1

INFOQ

0.73

I think this page is a valuable source of information

IQ2

INFOQ

0.87

0.09

9.92

0.001

There is unique information value on this page

IQ3

INFOQ

0.62

0.09

9.90

0.001

Interpersonal interaction

0.52

0.81

Other members are very responsive to my post

INTP1

INTP

0.84

On the brand page I can help others

INTP2

INTP

0.68

0.08

13.01

0.001

On this brand page I can share my ideas with other users

INTP3

INTP

0.60

0.08

11.88

0.001

On the brand page I am able to interact with like mind people

INTP4

INTP

0.73

0.08

13.45

0.001

Self-Expressive Behaviour

0.53

0.87

Portrays an image of me to others

SIC1

SELF

0.87

Part of my self-image

SIC2

SELF

0.67

0.10

11.70

0.001

Tells others about me

SIC3

SELF

0.61

0.10

11.12

0.001

Others use to judge me

SIC4

SELF

0.75

0.09

10.28

0.001

Form of self-expression

SIC5

SELF

0.72

0.13

12.26

0.001

Creates a certain image

SIC6

SELF

0.71

0.09

9.85

0.001

Dedication

0.52

0.81

I am enthusiastic about the brand

DED1

DED

0.71

0.001

the brand inspires me

DED2

DED

0.62

0.07

12.16

0.001

I found the brand full of meaning and purpose

DED3

DED

0.82

0.08

11.48

0.001

I am interested in the brand

DED4

DED

0.71

0.07

12.06

0.001

Absorption

0.53

0.82

Time flies when I am on the brand page

ABS1

ABS

0.70

The brand page was so absorbing that I forgot about everything else

ABS2

ABS

0.79

0.12

5.75

0.001

I am rarely distracted when I am on the brand page

ABS3

ABS

0.68

0.13

6.71

0.001

Vigour

0.57

0.80

I can continue on the brand page for very long periods at a time

VIG1

VIG

0.87

0.001

I feel vigorous when on the brand page

VIG2

VIG

0.72

0.10

9.15

0.001

I devote a lot of energy to the brand

VIG3

VIG

0.67

0.11

9.15

0.001