| Variable |
Measurement item |
CV Loading |
(AVE) |
Cronbach's Alpha |
CR |
| Attitude toward Advertising (AAD) |
AAD1 |
0.817 |
0.618 |
0.897(N- 7) |
0.919 |
| AAD2 |
0.801 |
| AAD3 |
0.823 |
| AAD4 |
0.724 |
| AAD5 |
0.830 |
| AAD6 |
0.751 |
| AAD7 |
0.753 |
| Endorser Credibility’s Expertise (ECE) |
EC1 |
0.806 |
0.699 |
0.892(N- 5) |
0.921 |
| EC2 |
0.864 |
| EC3 |
0.828 |
| EC4 |
0.819 |
| EC5 |
0.861 |
| Endorser Credibility’s Trustworthiness (ECT) |
EC6 |
0.909 |
0.835 |
0.934(N- 4) |
0.953 |
| EC7 |
0.932 |
| EC8 |
0.924 |
| EC9 |
0.891 |
| Endorser Credibility’s Attractiveness (ECA) |
EC10 |
0.775 |
0.657 |
0.823(N- 4) |
0.884 |
| EC11 |
0.849 |
| EC12 |
0.888 |
| EC13 |
0.722 |
| Endorser Credibility’s Similarity (ECS) |
EC14 |
0.849 |
0.618 |
0.796(N- 4) |
0.866 |
| EC15 |
0.715 |
| EC16 |
0.828 |
| EC18 |
0.745 |
| Purchase Intention (PI) |
PI1 |
0.869 |
0.755 |
0.838(N- 3) |
0.902 |
| PI2 |
0.886 |
| PI3 |
0.851 |
