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3 million VND. Additionally, 61.7% reported frequent engagement in online shopping.
4.2. Measurement model assessment
The measurement model was assessed in terms of internal consistency reliability,
convergent validity, and discriminant validity. Most indicator loadings exceeded the
recommended threshold of 0.70. A small number of items with slightly lower loadings
were retained, as overall construct reliability remained satisfactory.
All constructs demonstrated adequate internal consistency, with Cronbach’s Alpha
and Composite Reliability values above 0.70. Convergent validity was established, as the
Average Variance Extracted (AVE) values exceeded 0.50 for all constructs, except for
Perceived Barriers (AVE = 0.493), which was considered acceptable given its sufficient
composite reliability and theoretical relevance (see Table 1).
Discriminant validity was evaluated using the Fornell - Larcker criterion. As shown in
Table 2, the square root of the AVE for each construct is greater than its correlations with
other constructs, confirming satisfactory discriminant validity. Therefore, the
measurement model meets the recommended criteria and is suitable for structural model
analysis.
Table 1. Evaluation Results of the Measurement Model
Observed Variable Outer Cronbach’s CR AVE
loading Alpha
FOMO 0.946 0.957 0.789
FM1 0.830
FM2 0.914
FM3 0.908
FM4 0.891
FM5 0.914
FM6 0.869
Perceived Susceptibility 0.888 0.913 0.601
PSU1 0.660
PSU2 0.831
PSU3 0.825
PSU4 0.791
PSU5 0.741
PSU6 0.812
PSU7 0.754
Perceived Severity 0.916 0.930 0.598
PSE1 0.773
PSE2 0.815
PSE3 0.766
PSE4 0.829
PSE5 0.667
PSE6 0.713
PSE7 0.794
PSE8 0.791
PSE9 0.788
Perceived Benefits 0.899 0.919 0.586
PB1 0.721

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