| Construct (ID) |
Elements |
Loadings (Range) |
AVE |
CR |
| Influencer Credibility (IC) |
Decorum |
0.767 ~ 0.846 |
0.559 |
0.932 |
| Expertise |
0.654 ~ 0.696 |
| Attractiveness |
0.628 ~ 0.689 |
| Trustworthiness |
0.757 ~ 0.810 |
| Video Content Credibility (VC) |
Believability |
0.852 ~ 0.907 |
0.719 |
0.907 |
| Honesty |
0.713 ~ 0.901 |
| PROTON Brand Credibility (BC) |
Expertise |
0.819 ~ 0.875 |
0.715 |
0.930 |
| Trustworthiness |
0.814 ~ 0.880 |
| Responsibility |
0.821 ~ 0.846 |
| Attitudes toward Influencer (ATI) |
- |
0.885 ~ 0.923 |
0.818 |
0.935 |
| Attitudes toward Video Content (ATV) |
- |
0.914 ~ 0.942 |
0.884 |
0.928 |
| Attitudes toward X70 Brand Model (ATB) |
- |
0.891 ~ 0.937 |
0.862 |
0.942 |
| Social Media Engagement Intentional Behaviour (SCB) |
Intention to Contribute |
0.804 ~ 0.877 |
0.697 |
0.889 |
| Intention to Consume |
0.801 ~ 0.872 |
| Intention to Create |
0.769 ~ 0.822 |
