Discriminant validity analysis: HTMT
| Constructs | (1) | (2) | (3) | (4) | (5) | (6) | (7) |
|---|---|---|---|---|---|---|---|
| Company identification (1) | – | ||||||
| Community identification (2) | 0.76 | – | |||||
| Content creation (3) | 0.56 | 0.64 | – | ||||
| Electronic word of mouth (4) | 0.52 | 0.64 | 0.84 | – | |||
| WOM (5) | 0.66 | 0.71 | 0.62 | 0.66 | – | ||
| Self-enhancement (6) | 0.61 | 0.70 | 0.67 | 0.68 | 0.72 | – | |
| Relationship quality (7) | 0.74 | 0.74 | 0.45 | 0.47 | 0.67 | 0.56 | – |
| Constructs | (1) | (2) | (3) | (4) | (5) | (6) | (7) |
|---|---|---|---|---|---|---|---|
| Company identification (1) | – | ||||||
| Community identification (2) | 0.76 | – | |||||
| Content creation (3) | 0.56 | 0.64 | – | ||||
| Electronic word of mouth (4) | 0.52 | 0.64 | 0.84 | – | |||
| WOM (5) | 0.66 | 0.71 | 0.62 | 0.66 | – | ||
| Self-enhancement (6) | 0.61 | 0.70 | 0.67 | 0.68 | 0.72 | – | |
| Relationship quality (7) | 0.74 | 0.74 | 0.45 | 0.47 | 0.67 | 0.56 | – |