Heterotrait-Monotrait ratio of correlations
| Heterotrait-monotrait ratio (HTMT) | |
|---|---|
| SMI's attractiveness ↔ Purchase intention | 0.179 |
| SMI's content usefulness ↔ Purchase intention | 0.588 |
| SMI's content usefulness ↔ SMI's attractiveness | 0.156 |
| SMI's experience ↔ Purchase intention | 0.843 |
| SMI's experience ↔ SMI's attractiveness | 0.145 |
| SMI's experience ↔ SMI's content usefulness | 0.630 |
| SMI's trustworthiness ↔ Purchase intention | 0.665 |
| SMI's trustworthiness ↔ SMI's attractiveness | 0.232 |
| SMI's trustworthiness ↔ SMI's content usefulness | 0.502 |
| SMI's trustworthiness ↔ SMI's experience | 0.701 |
| eWOM ↔ Purchase intetion | 0.288 |
| eWOM ↔ SMI's attractiveness | 0.102 |
| eWOM ↔ SMI's content usefulness | 0.162 |
| eWOM ↔ SMI's experience | 0.231 |
| eWOM ↔ SMI's trustworthiness | 0.213 |
| Heterotrait-monotrait ratio (HTMT) | |
|---|---|
| SMI's attractiveness ↔ Purchase intention | 0.179 |
| SMI's content usefulness ↔ Purchase intention | 0.588 |
| SMI's content usefulness ↔ SMI's attractiveness | 0.156 |
| SMI's experience ↔ Purchase intention | 0.843 |
| SMI's experience ↔ SMI's attractiveness | 0.145 |
| SMI's experience ↔ SMI's content usefulness | 0.630 |
| SMI's trustworthiness ↔ Purchase intention | 0.665 |
| SMI's trustworthiness ↔ SMI's attractiveness | 0.232 |
| SMI's trustworthiness ↔ SMI's content usefulness | 0.502 |
| SMI's trustworthiness ↔ SMI's experience | 0.701 |
| eWOM ↔ Purchase intetion | 0.288 |
| eWOM ↔ SMI's attractiveness | 0.102 |
| eWOM ↔ SMI's content usefulness | 0.162 |
| eWOM ↔ SMI's experience | 0.231 |
| eWOM ↔ SMI's trustworthiness | 0.213 |
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