Using social presence theory to predict online consumer engagement in the emerging markets

Yeboah, Abraham; Agyekum, Ofosu; Owusu-Prempeh, Vida; Prempeh, Kwadwo Boateng

doi:10.1186/s43093-023-00250-z

Future Business Journal

Table 2 Confirmatory factor analysis of measurement model

From: Using social presence theory to predict online consumer engagement in the emerging markets

Constructs and scale items	Item code	Factor loading	CR	AVE	Cronbach’s alpha
Social context [64]
Having familiarity with the social media site is essential	SCT1	0.902	0.964	0.844	0.964
I do not have trust issues with the social media site I visit	SCT2	0.884
I visit social media platforms to engage in fun activities	SCT3	0.95
I have developed key interest in the social media site I visit	SCT4	0.936
The information required to access online activities is not complex	SCT5	0.919
Interactivity [12, 105]
It is possible to communicate with the digital salesperson	ITV1	0.915	0.966	0.851	0.966
The information posted on the digital platform received a swift response	ITV2	0.928
You can comment on the information shared on the platform	ITV3	0.932
You can be allowed to vote on the new product	ITV4	0.923
Users can make modifications to the previous post	ITV5	0.914
Privacy [54, 111]
I am comfortable with a website that does not share information with the third party	PRV1	0.912	0.967	0.855	0.967
I am comfortable with the website that provides safety measures to consumers	PRV2	0.922
I am keen to the websites that do not entertain fraudulent activities	PRV3	0.934
The site that treats private data as such is a paramount	PRV4	0.919
The site should be made to visit without fear of loss	PRV5	0.936
Online communication [64, 65]
It does not require a particular skill to engage in online activities	ONC1	0.906	0.969	0.862	0.968
It brings unique feelings when getting to the site of my choice	ONC2	0.927
I get attention from the recipient of the site I visit	ONC3	0.933
There are brand professionals that support in site discussions	ONC4	0.945
One can easily express him/herself freely without fear or favour	ONC5	0.931
Technology gratification [30]
I like WhatsApp because I can make a buying decision	TCG1	0.831	0.936	0.744	0.934
I like YouTube because I can watch videos about how the product works	TCG2	0.888
Instagram provide me required and current fashion products desire	TCG3	0.881
Facebook is among the easiest platform to communicate effectively	TCG4	0.9
I like LinkedIn because it helps build a social network with others	TCG5	0.81
Social gratification [30]
I get what I want from online platforms, such as information seeking	SCG1	0.887	0.959	0.823	0.958
Using online platforms enhances my status and image	SCG2	0.923
I feel sociable and fashionable on the online platforms	SCG3	0.923
The online platforms have made me build relationships with others	SCG4	0.912
I have built social network leading to personal achievement	SCG5	0.88
Online consumer Engagement [84]
I use social medial platforms to make a buying decision, such as clothing, shoes, etc.	OCE1	0.848	0.942	0.764	0.942
I have used social media platforms to search for fashion brands	OCE2	0.823
I use social media platforms to enable me to share my experience	OCE3	0.895
I use social media to reach my personal goals	OCE4	0.91
I recommend social media platforms used by others	OCE5	0.892

X²df = 2.977; SRMR = 0.0149, GFI = 0.821, AGFI = 0.791, NFI = 0.927; IFI = 0.950, TLI = 0.945, CFI = 0.950; RMSEA = 0.067

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