Table 2 Reliability and validity... | Emerald Publishing

Table 2

Reliability and validity

Construct	Cronbach's alpha	Composite reliability (CR)	Average variance extracted (AVE)
OTT platform subscription continuity	0.876	0.891	0.621
Digital content localization	0.862	0.884	0.604
Cross-platform accessibility	0.871	0.889	0.615
Social media influence on content discovery	0.845	0.872	0.583
Pricing sensitivity and subscription bundling	0.859	0.882	0.598
User-generated content feedback impact	0.868	0.886	0.610
Perceived value of on-demand viewing	0.874	0.893	0.625

Construct	Cronbach's alpha	Composite reliability (CR)	Average variance extracted (AVE)
OTT platform subscription continuity	0.876	0.891	0.621
Digital content localization	0.862	0.884	0.604
Cross-platform accessibility	0.871	0.889	0.615
Social media influence on content discovery	0.845	0.872	0.583
Pricing sensitivity and subscription bundling	0.859	0.882	0.598
User-generated content feedback impact	0.868	0.886	0.610
Perceived value of on-demand viewing	0.874	0.893	0.625