Table 3 Discriminant validity assessment... | Emerald Publishing

Table 3

Discriminant validity assessment using HTMT ratio

Constructs	1	2	3	4	5	6
1. OTT platform subscription continuity
2. Digital content localization	0.741
3. Cross-platform accessibility	0.768	0.702
4. Social media influence on content discovery	0.683	0.654	0.711
5. Pricing sensitivity and subscription bundling	0.734	0.698	0.726	0.682
6. User-generated content feedback impact	0.671	0.648	0.694	0.744	0.703
7. Perceived value of on-demand viewing	0.722	0.701	0.738	0.756	0.719	0.774

Constructs	1	2	3	4	5	6
1. OTT platform subscription continuity
2. Digital content localization	0.741
3. Cross-platform accessibility	0.768	0.702
4. Social media influence on content discovery	0.683	0.654	0.711
5. Pricing sensitivity and subscription bundling	0.734	0.698	0.726	0.682
6. User-generated content feedback impact	0.671	0.648	0.694	0.744	0.703
7. Perceived value of on-demand viewing	0.722	0.701	0.738	0.756	0.719	0.774