Factors Impacting Users’ Negative Interaction Behaviors When They Enjoy Short Videos on TikTok
Table 5
Item loadings, AVE, and composite reliability of the measurement model.
Items
Video quality defects
Information redundancy concerns
Social image concerns
Information disclosure concerns
Content value deviation
Internet privacy consciousness
Privacy awareness
Negative interactions
VQD4
0.876
VQD2
0.876
VQD3
0.867
VQD5
0.866
VQD1
0.842
IRC2
0.875
IRC3
0.866
IRC1
0.836
IRC4
0.794
SIC2
0.890
SIC1
0.885
SIC3
0.878
IDC2
0.893
IDC3
0.869
IDC1
0.859
CVD2
0.875
CVD3
0.864
CVD1
0.855
IPC2
0.882
IPC1
0.873
IPC3
0.863
PA2
0.882
PA3
0.835
PA1
0.828
NI3
0.829
NI1
0.816
NI2
0.800
Eigenvalue
3.946
3.130
2.599
2.526
2.429
2.424
2.293
2.134
Cumulative variance interpretation (%)
14.615
26.209
35.834
45.191
54.189
63.167
71.658
79.560
Cronbach’s α
0.929
0.906
0.914
0.907
0.887
0.875
0.841
0.790
CR
0.937
0.908
0.915
0.906
0.899
0.906
0.885
0.856
AVE
0.749
0.711
0.782
0.764
0.748
0.762
0.720
0.664
Extraction method: principal component; rotation method: orthogonal rotation method with Kaiser standardization. Rotation converges after six iterations. Note: ,, and .
