Codes	Scales	CR	AVE	Cronbach’s alpha
	Personalized technical (Adapted from Kumar N)	0.850	0.655	0.849
PER1	My individual needs can be meet completely on the Red.
PER2	The targeted recommendations can be provided based on my needs on the Red.
PER3	Extra services and information can be supported based on my preferences on the Red.
	Interaction technical (Adapted from Nambisan).	0.883	0.653	0.882
INT1	Red supports to instant notice once I received messages.
INT2	Red allows me to send messages in different formats such as text, photos, videos etc.
INT3	Red allows me to create conversations around one certain topic with others.
INT4	Red allows me to like, comment, and forward other users’ shared-content.
	Community-creation technical (Adapted from Hajli).	0.868	0.624	0.865
COM1	Red allows me to create small communities based on my interests.
COM2	Red allows the community member provide timely advice when someone need help.
COM3	Sharing with other users in the community helps me make decisions faster.
COM4	Red will remind me of the latest activities from the small community.
	Self-efficacy (Adapted from Oeldorf-Hirsch).	0.833	0.625	0.832
SEL1	I believe that the content I share can attract the attention of others on Red.
SEL2	I believe I can provide valuable content to others on Red.
SEL3	I think the content I share can influence the thoughts of others on Red.
	Outcome expectation (Adapted from Kim & Lee).	0.862	0.610	0.862
OUT1	I received attention and recognition when I sharing information on Red.
OUT2	It will strengthen me to contact with others when I sharing information on Red.
OUT3	It will provide help to others when I sharing information on Red.
OUT4	I can obtain some rewards when I sharing information on Red.
	Continuous intention to share (Adapted from Zheng).	0.927	0.809	0.927
CON1	In the future, I prefer to share my shopping experience on Red.
CON2	In the future, I would rather recommend my favorite products on Red.
CON3	In the future, I will increase the number and type of contents I share on Red.