Question items

Construct

Factor Loading

C.R (t)

Probability

SMCC

Recommended Facebook Advertising supplies relevant information on products.

¬ Informativeness

.693

N/A

N/A

.523

Recommended Facebook Advertising provides timely information on products.

¬ Informativeness

.669

9.072

***

.409

Recommended Facebook Advertising tells me about products when I need the information.

¬ Informativeness

.690

9.592

***

.410

Measures: RMSEA: .000; Chisq/df: .964; NFI: .997; TLI: .997; CFI: .997; AVE: .567; CR: .558

Recommended Facebook Advertising is entertaining

¬ Entertainment

.544

8.052

N/A

.496

Recommended Facebook Advertising is enjoyable

¬ Entertainment

.640

9.592

***

.410

Recommended Facebook Advertising is pleasing

¬ Entertainment

.766

10.854

***

.586

Measures: RMSEA: .000; Chisq/df: .964; NFI: .988; TLI: .989; CFI: .988; AVE: .538; CR: .558

Recommended Facebook Advertising is credible

¬ Credibility

.628

7.262

N/A

.495

Recommended Facebook Advertising is trustworthy

¬ Credibility

.626

7.246

***

.592

Recommended Facebook Advertising is believable

¬ Credibility

.568

6.830

***

.623

Measures: RMSEA: .000; Chisq/df: .964; NFI: .900; TLI: .910; CFI: 1.000; AVE: .638; CR: .578

Recommended Facebook Advertising is valuable for me.

¬ Recommended Advertising Value

.535

6.571

N/A

.587

Recommended Facebook Advertising is useful for me

¬ Recommended Advertising Value

.650

7.405

***

.623

Recommended Facebook Advertising is an important source of information for me.

¬ Recommended Advertising Value

.629

7.266

***

.596

Measures: RMSEA: .000; Chisq/df: .964; NFI: .998; TLI: .997; CFI: 1.000; AVE: .578; CR: .559

overall, I consider Facebook recommended advertising a good thing.

¬ Attitude toward Recommended Advertising

.719

7.812

N/A

.516

overall, I like Facebook recommended advertisings”.

¬ Attitude toward Recommended Advertising

.578

6.903

***

.434

I consider Facebook recommended advertising very essential.”

¬ Attitude toward Recommended Advertising

.613

7.151

***

.575

“I would describe my overall attitude toward Facebook recommended advertisings very favourably.”

¬ Attitude toward Recommended Advertising

.523

7.876

***

.373

Measures: RMSEA: .085; Chisq/df: .964; NFI: .915; TLI: .894; CFI: .936; AVE: .639; CR: .671

My purchase was spontaneous.

¬ Impulse buying behaviour

.731

N/A

N/A

.520

My purchase was unplanned.

¬ Impulse buying behaviour

.759

12.599

***

.554

I did not intend to do this purchase without the help of the Recommender System.

¬ Impulse buying behaviour

.818

11.432

***

.850

Before seeing the recommended advertising, I did not have the intention to do this purchase.

¬ Impulse buying behaviour

.730

8.877

***

.512

I could not resist to do this purchase after seeing the recommended advertising.

¬ Impulse buying behaviour

.770

8.987

***

.590

Measures: RMSEA: .053; Chisq/df:. 121; NFI: .950; TLI: .943; CFI: .960; AVE: .545; CR: .500

Whole Model Measures: RMSEA: .052; Chisq/df: 1.531; NFI: .900; TLI: .897; CFI: .901; AVE > .5 CR: >1.97