Table 4. Discriminant validity...

Table 4.

Discriminant validity

Constructs	WTP	EFF	CUST	PBS	RESP	PRS	ENJ	PCS
WTP	0.928	0.091	0.114	0.361	0.304	0.245	0.151	0.342
EFF	0.127	0.780	0.801	0.639	0.627	0.341	0.671	0.479
CUST	0.114	0.745	0.873	0.683	0.545	0.378	0.685	0.474
PBS	0.341	0.585	0.582	0.838	0.599	0.369	0.674	0.557
RESP	0.272	0.558	0.480	0.505	0.843	0.433	0.486	0.590
PRS	0.218	0.301	0.326	0.302	0.371	0.879	0.320	0.320
ENJ	0.145	0.616	0.614	0.598	0.433	0.28	0.897	0.423
PCS	0.320	0.425	0.401	0.476	0.499	0.269	0.370	0.864

Constructs	WTP	EFF	CUST	PBS	RESP	PRS	ENJ	PCS
WTP	0.928	0.091	0.114	0.361	0.304	0.245	0.151	0.342
EFF	0.127	0.780	0.801	0.639	0.627	0.341	0.671	0.479
CUST	0.114	0.745	0.873	0.683	0.545	0.378	0.685	0.474
PBS	0.341	0.585	0.582	0.838	0.599	0.369	0.674	0.557
RESP	0.272	0.558	0.480	0.505	0.843	0.433	0.486	0.590
PRS	0.218	0.301	0.326	0.302	0.371	0.879	0.320	0.320
ENJ	0.145	0.616	0.614	0.598	0.433	0.28	0.897	0.423
PCS	0.320	0.425	0.401	0.476	0.499	0.269	0.370	0.864

Note(s):

Values on the diagonal are square roots of the AVE. Values below the diagonal are correlations between constructs. Values above the diagonal are HTMT ratios. WTP: Willingness to pay a membership fee; EFF: Efficiency; CUST: Customization; PBS: Platform business support; RESP: Responsiveness; PRS: Payment reception security; ENJ: Enjoyment; PCS: Platform communication support

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