The measurement model: discriminant validity
| PI | SMI's a | SMI's CU | SMI's E | SMI's T | eWOM | |
|---|---|---|---|---|---|---|
| PI | 0.644 | |||||
| SMI's A | 0.120 | 0.762 | ||||
| SMI's CU | 0.387 | 0.087 | 0.734 | |||
| SMI's E | 0.560 | 0.048 | 0.334 | 0.621 | ||
| SMI's T | 0.440 | 0.145 | 0.294 | 0.358 | 0.660 | |
| eWOM | 0.233 | 0.077 | 0.101 | 0.141 | 0.156 | 0.772 |
| PI | SMI's a | SMI's CU | SMI's E | SMI's T | eWOM | |
|---|---|---|---|---|---|---|
| PI | ||||||
| SMI's A | 0.120 | |||||
| SMI's CU | 0.387 | 0.087 | ||||
| SMI's E | 0.560 | 0.048 | 0.334 | |||
| SMI's T | 0.440 | 0.145 | 0.294 | 0.358 | ||
| eWOM | 0.233 | 0.077 | 0.101 | 0.141 | 0.156 |
Note(s): Italic values indicate square root of AVE for each construct
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