Table 2.

Discriminant validity

Fornell–larcker criterionAAABVSIVVISPTPCWIPI
Anthropomorphic appearance (AA)0.812       
Anthropomorphic behavior (AB)0.4070.831      
Viewer-streamer interactivity (VSI)0.5450.4090.819     
Viewer-viewer interactivity (VVI)0.5660.4950.5340.832    
Social presence (SP)0.4300.3750.4430.4400.790   
Telepresence (TP)0.6990.5020.6800.7190.4440.844  
Continuous watching intention (CWI)0.2420.4370.2900.2680.3440.2350.833 
Purchase intention (PI)0.2820.3620.2980.3350.3880.3220.3690.822
Heterotrait–monotrait ratio        
Anthropomorphic appearance (AA)        
Anthropomorphic behavior (AB)0.486       
Viewer-streamer interactivity (VSI)0.6520.483      
Viewer-viewer interactivity (VVI)0.6720.5800.630     
Social presence (SP)0.5280.4530.5380.530    
Telepresence (TP)0.8240.5840.7960.8380.533   
Continuous watching intention (CWI)0.2910.5040.3400.3110.4070.271  
Purchase intention (PI)0.3350.4250.3520.3930.4610.3750.437 
Note(s):

Values on diagonal, which are italic, are the square root of AVE. HTMT < 0.85 (Kline, 2023)

Source(s): Developed by authors
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