Influence of Degree of Chinese Cultural Identity and Performance Expectation on Consumption Attitude for Health Care of Traditional Chinese Medicine

Table 3

Confirmatory factor analysis.

Variables	Items	Parameter significance estimation					Convergent validity	Composite reliability
		Unstd	Std	S.E.	C.R.		AVE	C.R.
Surface cognition	Q1	1.000	0.802				0.661	0.951
	Q2	0.930	0.745	0.040	23.398
	Q3	0.971	0.779	0.039	24.813
	Q4	1.069	0.857	0.038	28.395
	Q5	0.955	0.765	0.039	24.250
	Q6	0.993	0.796	0.039	25.569
	Q7	1.112	0.891	0.037	30.061
	Q8	1.070	0.858	0.038	28.421
	Q9	0.961	0.771	0.039	24.467
	Q10	1.063	0.852	0.038	28.089
Deep behavior	Q11	1.000	0.705				0.589	0.918
	Q12	1.036	0.731	0.046	22.293
	Q13	1.179	0.832	0.053	22.383
	Q14	1.254	0.885	0.053	23.755
	Q15	1.235	0.871	0.053	23.411
	Q16	1.250	0.882	0.053	23.678
	Q17	0.888	0.626	0.053	16.876
	Q18	0.747	0.527	0.052	14.270
Performance expectation	Q19	1.000	0.880				0.874	0.972
	Q20	1.074	0.945	0.025	43.092
	Q21	1.094	0.963	0.024	45.348
	Q22	1.081	0.952	0.025	43.948
	Q23	1.058	0.932	0.026	41.483
Cognitive attitude	Q24	1.000	0.736				0.679	0.807
	Q25	1.227	0.903	0.046	26.443
Emotional attitude	Q26	1.000	0.896				0.789	0.882
	Q27	0.983	0.880	0.026	37.348
Behavioral attitude	Q28	1.000	0.814				0.740	0.850
	Q29	1.110	0.904	0.038	29.474

Note: , , and .