Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)

Future Business Journal

Table 5 Results of confirmatory factor analysis Source: Primary data

α	Items	Factor loading	AVE	MSV	CR	Cronbach
Attitude			0.811	0.191	0.944	0.944
	AT1	0.913
	AT2	0.894
	AT3	0.905
	AT4	0.888
Subjective norm			0.736	0.071	0.917	0.913
	SN1	0.898
	SN2	0.922
	SN3	0.930
	SN4	0.755
Perceived behavioral control			0.752	0.097	0.901	0.901
	PBC1	0.888
	PBC2	0.891
	PBC3	0.894
Behavioral intention			0.735	0.193	0.917	0.923
	BI1	0.853
	BI2	0.829
	BI3	0.852
	BI4	0.809
Social media use			0.814	0.192	0.946	0.946
	SMU1	0.913
	SMU2	0.912
	SMU3	0.809
	SMU4	0.906
eWOM			0.850	0.031	0.958	0.958
	eWOM1	0.938
	eWOM2	0.937
	eWOM3	0.946
	eWOM4	0.930