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Figure 6. Age distribution of respondents
Source: The author's data analysis results
4.2.2. Factor analysis and reliability assessment
The measurement scales of the factors in this study were evaluated using the
Cronbach’s Alpha reliability coefficient; the test results are presented in Table 1. The
Cronbach’s Alpha analysis shows that the scales have a coefficient greater than 0.6
(ranging from 0.699 to 0.876), and the item-total correlations of all variables in the scales
are greater than the acceptable threshold of 0.3 (the lowest being 0.436). Therefore,
these scales all achieve reliability (Nunnally & Bernstein, 1994) and were utilized in the
Exploratory Factor Analysis (EFA) step.
The EFA results for the components of Shoppertainment factors impacting the
online shopping behavior of young consumers in Hanoi show that the 18 measurement
variables belonging to the 4 aforementioned factors were extracted into exactly 4 factors,
retaining their original structure proposed in the research framework at an Eigenvalue =
1.010 (>1) and extracted variance = 59.971% (> 50%). This demonstrates that all observed
variables meet the requirements for factor loadings and variance. Additionally, the Kaiser-
Meyer-Olkin (KMO) coefficient is 0.863, with a very small Sig. value, signifying that the
factor analysis results are highly reliable.
Table 1. Results of Cronbach’s Alpha and EFA analysis for the measurement scales
in the research model

Item Cronbach’s Factor
Factor
Code Alpha Loading
Entertainment value of content ELS 0.761

Shopee Live and Shopee Video sessions bring me joy ELS1 0.630
and relaxation after study/work hours.
Watching Shopee helps me temporarily forget the stress
and pressure of daily life. ELS2 0.436
The hosting style of the Host/KOL on Shopee is very ELS3 0.582
humorous, charming, and holds my attention.

When watching entertaining content on Shopee, I often
get immersed and lose track of time. ELS4 0.609
Content quality CQ 0.860

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