Effects of Mobile Text Advertising on Consumer Purchase Intention: A Moderated Mediation Analysis.

Data analysis and results Data analysis Reliability and validity All of the factor loadings were highly significant ( p < 0.01) to their respective latent constructs; the composite reliabilities of all of the constructs were > 0.80; and all of the average variance extracted estimates were > 0.60 (Table 1 ; Fornell and Larcker, 1981 ).

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