Table 1. Measurement model results

Item	Mean	Std.	Skewness	Kurtosis	Factor loading	Cronbach’s α	CR	AVE
ENT1	3.80	0.74	–0.77	1.45	0.84	0.76	0.86	0.67
ENT2	3.79	0.77	–0.55	0.72	0.77
ENT3	3.70	0.86	–0.40	0.03	0.85
INT1	3.55	0.90	–0.35	–0.01	0.85	0.80	0.88	0.72
INT2	3.64	0.89	–0.43	0.14	0.83
INT3	3.72	0.92	–0.66	0.37	0.85
TRE1	3.83	0.75	–0.49	0.64	0.83	0.72	0.84	0.64
TRE2	3.87	0.78	–0.65	0.96	0.83
TRE3	3.84	0.77	–0.53	0.72	0.73
CUS1	3.74	0.80	–0.52	0.78	0.81	0.74	0.85	0.66
CUS2	3.57	0.84	–0.13	–0.18	0.79
CUS3	3.72	0.78	–0.46	0.34	0.84
INF1	3.73	0.79	–0.54	0.65	0.86	0.78	0.87	0.69
INF2	3.76	0.77	–0.53	0.66	0.85
INF3	3.83	0.74	–0.42	0.58	0.78
BIM1	3.74	0.74	–0.80	1.31	0.84	0.78	0.87	0.69
BIM2	3.64	0.83	–0.27	–0.05	0.82
BIM3	3.72	0.88	–0.47	0.21	0.84
BAW1	3.48	0.86	–0.37	0.03	0.79	0.70	0.84	0.63
BAW2	3.61	0.87	–0.24	–0.12	0.81
BAW3	3.53	0.94	–0.42	–0.03	0.78
BAT1	3.62	0.80	–0.31	0.13	0.82	0.76	0.86	0.67
BAT2	3.59	0.83	–0.41	0.31	0.82
BAT3	3.66	0.84	–0.39	0.19	0.83
WOM1	3.58	0.82	–0.40	0.22	0.84	0.79	0.88	0.70
WOM2	3.56	0.89	–0.25	–0.30	0.84
WOM3	3.61	0.91	–0.50	0.15	0.84
PU1	3.79	0.73	–0.56	0.85	0.84	0.74	0.85	0.66
PU2	3.67	0.80	–0.31	0.05	0.81
PU3	3.74	0.81	–0.48	0.33	0.79

Note. Std, standard deviation; CR, composite reliability; AVE, average variance extracted; ENT, entertainment; INT, interaction; TRE, trendiness; CUS, customization; INF, informativity; BIM, brand image; BAW, brand awareness; BAT, brand attitude; WOM, word of mouth; PU, purchase.