Reliability, validity and discriminant analysis
| Construct | Cronbach's alpha (CA) | Composite reliability (CR) | AVE | 1 | 2 | 3 | 4 | 5 | 6 |
|---|---|---|---|---|---|---|---|---|---|
| 1. Brand equity | 0.933 | 0.957 | 0.882 | 0.939 | |||||
| 2. Entertainment value | 0.908 | 0.936 | 0.785 | 0.296 | 0.886 | ||||
| 3. Functional value | 0.930 | 0.955 | 0.877 | 0.513 | 0.464 | 0.936 | |||
| 4. Product category invol | 0.844 | 0.903 | 0.677 | 0.637 | 0.327 | 0.479 | 0.823 | ||
| 5. Likelihood to share | 0.949 | 0.967 | 0.908 | 0.369 | 0.637 | 0.513 | 0.369 | 0.953 | |
| 6. Social value | 0.935 | 0.954 | 0.837 | 0.590 | 0.435 | 0.770 | 0.490 | 0.518 | 0.915 |
| Construct | Cronbach's alpha | Composite reliability | AVE | 1 | 2 | 3 | 4 | 5 | 6 |
|---|---|---|---|---|---|---|---|---|---|
| 1. Brand equity | 0.933 | 0.957 | 0.882 | 0.939 | |||||
| 2. Entertainment value | 0.908 | 0.936 | 0.785 | 0.296 | 0.886 | ||||
| 3. Functional value | 0.930 | 0.955 | 0.877 | 0.513 | 0.464 | 0.936 | |||
| 4. Product category invol | 0.844 | 0.903 | 0.677 | 0.637 | 0.327 | 0.479 | 0.823 | ||
| 5. Likelihood to share | 0.949 | 0.967 | 0.908 | 0.369 | 0.637 | 0.513 | 0.369 | 0.953 | |
| 6. Social value | 0.935 | 0.954 | 0.837 | 0.590 | 0.435 | 0.770 | 0.490 | 0.518 | 0.915 |
Notes:
The values in the main diagonal of the table represent the value of the square root of AVE. Off-diagonal are correlations
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