Hopes and reality: consumers’ purchase intention towards whitening cream

Future Business Journal

Table 4 Reliability and validity of data

Constructs	Item code	Communalities	Loading	Eigen values	Cronbach's α	CR	AVE
Attitude	ATT1	0.648	0.636	7.205	0.682	0.76	0.51
	ATT2	0.696	0.726
	ATT3	0.661	0.772
Involvement	INV1	0.629	0.736	3.748	0.783	0.84	0.56
	INV2	0.628	0.736
	INV3	0.681	0.751
	INV4	0.691	0.775
Injunctive norms	INJ1	0.756	0.805	20.454	0.763	0.83	0.62
	INJ2	0.739	0.775
	INJ3	0.675	0.778
Descriptive norms	DN1	0.934	0.849	1.706	0.958	0.90	0.70
	DN2	0.875	0.849
	DN3	0.885	0.819
	DN4	0.838	0.824
Perceived quality	PQ1	0.908	0.905	1.491	0.934	0.91	0.72
	PQ2	0.856	0.862
	PQ3	0.878	0.874
	PQ4	0.703	0.743
Price fairness	PF1	0.799	0.847	1.108	0.848	0.89	0.67
	PF2	0.757	0.862
	PF3	0.646	0.764
	PF4	0.698	0.793
Purchase intention	PI1	0.690	0.792	1.019	0.809	0.85	0.65
	PI2	0.772	0.833
	PI3	0.688	0.784