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Item Cronbach’s Factor
Factor
Code Alpha Loading
after watching Livestreams/Videos or playing Games.

I usually finalize orders quickly when seeing many others
scrambling to buy on Live. HV3 0.606

Entertainment elements on Shopee urge me to make HV4 0.565
purchasing decisions faster, with less hesitation.

Source: The author's data analysis results
4.2.3. Common method bias (CMB) assessment
To control for common method bias, this study employed Harman's single-factor
test. The unrotated exploratory factor analysis results revealed that the first factor
explained only 31.515% of the total variance (< 50%). Therefore, it can be concluded that
common method bias does not significantly affect the reliability of the dataset.
Table 2. Results of Harman's single-factor test

Source: Analysis results from SPSS 25

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