Understanding Mobile Tourism Shopping in Pakistan: An Integrating Framework of Innovation Diffusion Theory and Technology Acceptance Model

Table 3

Results of the measurement model.

Variables	Items	Loadings	Cronbach’s alpha	Composite reliability	Average variance extracted
Relative advantage (RA)	RA1.1	0.729	0.753	0.838	0.564
	RA1.2	0.703
	RA1.3	0.824
	RA1.4	0.744
Compatibility (COM)	COM2.1	0.713	0.693	0.83	0.621
	COM2.2	0.826
	COM2.3	0.82
Social presence (SP)	SP3.1	0.794	0.834	0.889	0.666
	SP3.2	0.811
	SP3.3	0.817
	SP3.5	0.84
Perceived enjoyment (PEJ)	PE4.2	0.873	0.765	0.862	0.677
	PE4.3	0.841
	PE4.4	0.75
Perceived usefulness (PU)	PU5.2	0.881	0.868	0.919	0.791
	PU5.3	0.908
	PU5.4	0.877
Perceived ease of use (PEOU)	PEOU6.1	0.782	0.70	0.832	0.623
	PEOU6.2	0.789
	PEOU6.4	0.796
MTS adoption	AI7.1	0.894	0.881	0.927	0.808
	AI7.2	0.917
	AI7.3	0.886