Table II. Discriminant validity... | Emerald Publishing

Table II.

Discriminant validity analysis: Fornell and Larcker criterion

Constructs	(1)	(2)	(3)	(4)	(5)	(6)	(7)
Company identification (1)	1.00
Community identification (2)	0.76	0.81
Content creation (3)	0.57	0.65	0.86
Electronic word of mouth (4)	0.52	0.64	0.84	0.88
WOM (5)	0.66	0.71	0.62	0.66	0.88
Self-enhancement (6)	0.61	0.70	0.67	0.68	0.72	0.86
Relationship quality (7)	0.75	0.74	0.46	0.48	0.67	0.57	0.79

Constructs	(1)	(2)	(3)	(4)	(5)	(6)	(7)
Company identification (1)	1.00
Community identification (2)	0.76	0.81
Content creation (3)	0.57	0.65	0.86
Electronic word of mouth (4)	0.52	0.64	0.84	0.88
WOM (5)	0.66	0.71	0.62	0.66	0.88
Self-enhancement (6)	0.61	0.70	0.67	0.68	0.72	0.86
Relationship quality (7)	0.75	0.74	0.46	0.48	0.67	0.57	0.79

Notes:

Italic numbers on the diagonal show the square root of the AVE; numbers below the diagonal represent construct correlations