Results of discriminant validity testing – Heterotrait-Monotrait criterion
| TRT | EXP | AUT | IPC | ICC | EMO | PI | |
|---|---|---|---|---|---|---|---|
| TRT | |||||||
| EXP | 0.623 | ||||||
| AUT | 0.726 | 0.733 | |||||
| IPC | 0.669 | 0.696 | 0.789 | ||||
| ICC | 0.673 | 0.596 | 0.79 | 0.747 | |||
| EMO | 0.685 | 0.675 | 0.758 | 0.733 | 0.708 | ||
| PI | 0.487 | 0.529 | 0.563 | 0.612 | 0.518 | 0.598 |
| TRT | EXP | AUT | IPC | ICC | EMO | PI | |
|---|---|---|---|---|---|---|---|
| TRT | |||||||
| EXP | 0.623 | ||||||
| AUT | 0.726 | 0.733 | |||||
| IPC | 0.669 | 0.696 | 0.789 | ||||
| ICC | 0.673 | 0.596 | 0.79 | 0.747 | |||
| EMO | 0.685 | 0.675 | 0.758 | 0.733 | 0.708 | ||
| PI | 0.487 | 0.529 | 0.563 | 0.612 | 0.518 | 0.598 |
Note(s): TRT = Trustworthiness; EXP = Expertise; AUT = Authenticity; IPC = Influencer-product congruence
ICC = Influencer-consumer congruence; EMO = Emotional attachment; PI = Purchase intention
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