Table 7. Discrimination validity test... | Emerald Publishing

Table 7.

Discrimination validity test

Factor	Fact accuracy interpretation ability	Symbol accuracy interpretation ability	Illusory degree	Difficulty of interpreting artifacts	Narrative appeal	Semantic depth	Cultural adaptability	Aesthetic consistency	Perceived affinity	Market value assessment	Educational value assessment
Fact accuracy interpretation ability	0.826
Symbol accuracy interpretation ability	0.622	0.837
Illusory degree	−0.528	−0.470	0.740
Difficulty of interpreting artifacts	0.493	0.307	−0.251	0.863
Narrative appeal	0.584	0.554	−0.537	0.257	0.844
Semantic depth	0.553	0.546	−0.415	0.233	0.519	0.821
Cultural adaptability	0.410	0.410	−0.431	0.260	0.366	0.324	0.857
Aesthetic consistency	0.446	0.425	−0.427	0.248	0.378	0.362	0.481	0.848
Perceived affinity	0.582	0.576	−0.472	0.347	0.485	0.490	0.351	0.361	0.827
Market value assessment	0.574	0.578	−0.446	0.313	0.533	0.532	0.351	0.396	0.532	0.822
Educational value assessment	0.379	0.446	−0.293	0.189	0.350	0.357	0.230	0.201	0.344	0.337	0.845

Factor	Fact accuracy interpretation ability	Symbol accuracy interpretation ability	Illusory degree	Difficulty of interpreting artifacts	Narrative appeal	Semantic depth	Cultural adaptability	Aesthetic consistency	Perceived affinity	Market value assessment	Educational value assessment
Fact accuracy interpretation ability	0.826
Symbol accuracy interpretation ability	0.622	0.837
Illusory degree	−0.528	−0.470	0.740
Difficulty of interpreting artifacts	0.493	0.307	−0.251	0.863
Narrative appeal	0.584	0.554	−0.537	0.257	0.844
Semantic depth	0.553	0.546	−0.415	0.233	0.519	0.821
Cultural adaptability	0.410	0.410	−0.431	0.260	0.366	0.324	0.857
Aesthetic consistency	0.446	0.425	−0.427	0.248	0.378	0.362	0.481	0.848
Perceived affinity	0.582	0.576	−0.472	0.347	0.485	0.490	0.351	0.361	0.827
Market value assessment	0.574	0.578	−0.446	0.313	0.533	0.532	0.351	0.396	0.532	0.822
Educational value assessment	0.379	0.446	−0.293	0.189	0.350	0.357	0.230	0.201	0.344	0.337	0.845

Note(s):

Italic values represent the square root of AVE

Source(s): Author’s own work