## 5 Results and Discussion  
### Assessment of the Measurement Model  
We use the partial least squares (PLS) approach to analyze the data for both the measurement and structural models. The main PLS analysis tool we used SmartPLS 2.0. We selected the PLS approach because it uses a two-step process to test proposed models: (1) An assessment of the measurement model and; (2) an evaluation of the structural model. In other words, the PLS approach can simultaneously evaluate the reliability and validity of the study measures and the structural model (hypothesis test). Prior to hypothesis testing, we tested the measurement model to confirm the reliability and validity (convergent and discriminant) of the measures. For this purpose, we used three test results: (1) Cronbach's alpha (construct reliability); (2) factor loadings for individual item validity, composite reliability (CR), and average variance extracted (AVE) (convergent validity test) and; (3) the square root of AVE and correlation value (discriminant validity test). First, to confirm reliability, the Cronbach's alpha should be greater than 0.7 [46]. Second, the factor loading values \begin{table}
\begin{tabular}{c c c c} \hline \hline  & **Demographic Categories** & **Frequency** & **Percentage** \\ \hline \multirow{2}{*}{Gender} & Male & 272 & 46.98\% \\  & Female & 307 & 53.02\% \\ \hline \multirow{5}{*}{Length of SNS usage} & Less than 3 years & 47 & 8.12\% \\  & 3 to 5 years & 86 & 14.85\% \\  & 5 to 7 years & 137 & 23.66\% \\  & 7 to 9 years & 195 & 33.68\% \\  & More than 9 years & 114 & 19.69\% \\ \hline \multirow{5}{*}{Main SNS used (multiple responses allowed)} & Facebook & 429 & 74.09\% \\  & Twitter & 281 & 48.53\% \\ \cline{1-1}  & Instagram & 377 & 65.11\% \\ \cline{1-1}  & YouTube & 385 & 66.49\% \\ \cline{1-1}  & Qzone & 308 & 53.20\% \\ \cline{1-1}  & Others & 21 & 3.63\% \\ \hline \multirow{5}{*}{Daily SNS usage time} & Less than 1 h & 95 & 16.41\% \\  & 1 to 3 h & 198 & 34.20\% \\ \cline{1-1}  & 3 to 5 h & 185 & 31.95\% \\ \cline{1-1}  & More than 5 h & 101 & 17.44\% \\ \hline \multirow{5}{*}{Purpose of using SNSs (multiple responses allowed)} & Sharing common interests with others & 362 & 62.52\% \\ \cline{1-1}  & Expressing myself & 423 & 73.06\% \\ \cline{1-1}  & Sharing content (photos, video, etc.) & 205 & 35.41\% \\ \cline{1-1}  & Maintaining relationships & 322 & 55.61\% \\ \cline{1-1}  & Using applications offered by SNSs & 261 & 45.08\% \\ \hline \hline \end{tabular}
\end{table} 
Table 2: Profiles of participants (n = 579). for each item and CR, and for the AVE should be greater than 0.7 and 0.5, respectively [47]. Finally, the discriminant validity, which measures the lack of relationship among items, can be confirmed by comparing the square root of AVE and correlation values. To confirm discriminant validity, the square root of AVE should be greater than the correlation values [47]. First, we analyzed the descriptive statistics for each construct using SPSS 25. Table 3 shows the results. Then, we conducted the uni-dimensionality validation tests referred to as two types of validity (convergent and discriminant validity) and item reliability using SmartPLS 2.0. Table 4 shows the result of the reliability test for the measurement model. The test showed that three items (eng3, fat4, and id3) reduced reliability; we, therefore, removed these items. Thereafter, the Cronbach's alpha value for all latent constructs fulfilled the recommended value (0.7), ranging from 0.789 to 0.870. The tests thus verified the reliability of the measurement model. As shown in Table 5, all items fulfilled the factor loading threshold (0.7). Furthermore, the CR for all latent constructs ranged from 0.811 to 0.901, and the AVE ranged from 0.589 to 0.752, indicating convergent validity. These results show that each item accurately measured the latent constructs measured in the research model. To further confirm this result, we conducted exploratory factor analysis (EFA) to test the validity of the measures and identify any potential cross-loading issues.