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Table 2 Model Measurement

From: Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Constructs

Items

LVs

CR

α

AVE

R2

Emotions (E)

     

Hope

E1

0.807

0.851

0.783

0.663

 

E2

0.811

    

Pride

E3

0.752

0.786

0.817

0.681

 

E4

0.773

    

Sadness

E5

0.837

0.793

0.849

0.652

 

E6

0.808

    

Fear

E7

0.819

0.825

0.825

0.661

 

E8

0.794

    

Appeal Drivers (A)

     

Message

A1

0.835

0.788

0.721

0.585

 

A2

0.786

    

Picture quality

A3

0.822

0.857

0.746

0.637

 

A4

0.817

    

Color

A5

0.773

0.810

0.717

0.593

 

A6

0.741

    

Music

A7

0.832

0.863

0.733

0.539

 

A8

0.818

    

Celebrities (C)

     

Showbiz

C1

0.853

0.811

0.738

0.675

 

C2

0.827

    

Sports

C3

0.877

0.865

0.716

0.611

 

C4

0.846

    

Attention (AT

 

AT1

0.776

0.901

0.855

0.701

0.605

 

AT2

0.862

    
 

AT3

0.863

    

Consumer Behavior (CB)

CB1

0.861

0.921

0.887

0.745

0.709

CB2

0.873

    

CB3

0.856

    
  1. Note: All loadings are significant at 0.05% level of significance (2-tailed)
  2. LV Loading Values, C.R Composite Reliability, α Cronbach’s alpha, AVE Average Variance Extracted, R2 Coefficient of Determination