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Table 7 Factor loading of best-selling products

From: Research on the mechanism of emotional design in Chinese cultural and creative products

Path Estimate AVE CR
J3 Pleasure 0.924 0.8349 0.9381
J2 Pleasure 0.939
J1 Pleasure 0.877
B3 Beauty 0.915 0.8393 0.94
B2 Beauty 0.899
B1 Beauty 0.934
C3 Originality 0.927 0.8508 0.9448
C2 Originality 0.908
C1 Originality 0.932
Ex3 Exquisite 0.909 0.8459 0.9427
Ex2 Exquisite 0.934
Ex1 Exquisite 0.916
Er3 Ergonomics 0.956 0.833 0.9372
Er2 Ergonomics 0.853
Er1 Ergonomics 0.926
PI1 Degree of purchase(Best-selling products) 0.948 0.9288 0.9751
PI2 Degree of purchase(Best-selling products) 0.968
PI3 Degree of purchase(Best-selling products) 0.975