Results of PLS algorithm
| Latent variable | Indicators | Convergent validity | Internal consistency reliability | Discriminant validity | |||
|---|---|---|---|---|---|---|---|
| Loadings | Indicator reliability | AVE | Composite reliability | Cronbach's alpha | HTMT confidence interval does not include 1 | ||
| Brand Anthropomorphism | Q1 | 0.817 | 0.667489 | 0.738 | 0.934 | 0.911 | Yes |
| Q2 | 0.867 | 0.751689 | |||||
| Q3 | 0.796 | 0.633616 | |||||
| Q4 | 0.929 | 0.863041 | |||||
| Q5 | 0.881 | 0.776161 | |||||
| Attitude Towards Communication | Q1 | 0.883 | 0.779689 | 0.791 | 0.938 | 0.912 | Yes |
| Q2 | 0.894 | 0.799236 | |||||
| Q3 | 0.887 | 0.786769 | |||||
| Q4 | 0.893 | 0.797449 | |||||
| Conversational Value | Q1 | 0.851 | 0.724201 | 0.843 | 0.964 | 0.953 | Yes |
| Q2 | 0.934 | 0.872356 | |||||
| Q3 | 0.947 | 0.896809 | |||||
| Q4 | 0.943 | 0.889249 | |||||
| Q5 | 0.911 | 0.829921 | |||||
| Latent variable | Indicators | Convergent validity | Internal consistency reliability | Discriminant validity | |||
|---|---|---|---|---|---|---|---|
| Loadings | Indicator reliability | AVE | Composite reliability | Cronbach's alpha | HTMT confidence interval does not include 1 | ||
| Brand Anthropomorphism | Q1 | 0.817 | 0.667489 | 0.738 | 0.934 | 0.911 | Yes |
| Q2 | 0.867 | 0.751689 | |||||
| Q3 | 0.796 | 0.633616 | |||||
| Q4 | 0.929 | 0.863041 | |||||
| Q5 | 0.881 | 0.776161 | |||||
| Attitude Towards Communication | Q1 | 0.883 | 0.779689 | 0.791 | 0.938 | 0.912 | Yes |
| Q2 | 0.894 | 0.799236 | |||||
| Q3 | 0.887 | 0.786769 | |||||
| Q4 | 0.893 | 0.797449 | |||||
| Conversational Value | Q1 | 0.851 | 0.724201 | 0.843 | 0.964 | 0.953 | Yes |
| Q2 | 0.934 | 0.872356 | |||||
| Q3 | 0.947 | 0.896809 | |||||
| Q4 | 0.943 | 0.889249 | |||||
| Q5 | 0.911 | 0.829921 | |||||
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