Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

Future Business Journal

Table 4 Construct reliability and the results of the outer model Source: SmartPLS 4.0 analysis

Constructs	Measurement items	Loadings	α	rho_A	CR	AVE	R²
User-Generated Content	UGC1 UGC2 UGC3 UGC4 UGC5	0.773 0.817 0.778 0.822 0.840	0.866	0.872	0.903	0.650
Micro-Celebrity	MIC1 MIC2 MIC3 MIC4 MIC5	0.792 0.852 0.831 0.864 0.764	0.879	0.882	0.912	0.675
Intention to Search	INS1 INS2 INS3	0.897 0.925 0.898	0.892	0.892	0.933	0.823	0.301
Online Purchase Behavior	OPB1 OPB2 OPB3	0.804 0.836 0.857	0.779	0.786	0.870	0.691	0.555
Sponsored Ads	SA1 SA4 SA5	0.837 0.914 0.914	0.866	0.871	0.919	0.790