Table 3.

Discriminant validity (HTMT) analysis

ABCADedEntINTSCPICYECPRCWOM
AB           
CA0.395          
Ded0.2310.299         
Ent0.5030.5730.297        
INT0.3150.510.2560.488       
SC0.2120.410.2730.4510.72      
PI0.3020.3150.2490.5110.5070.584     
CYE0.2190.5890.2960.4790.6450.4630.704    
CP0.1940.4960.2560.5030.6740.4640.4090.788   
RC0.3190.4460.1910.6540.3870.5540.4810.5140.607  
WOM0.0820.2880.1330.3770.2580.4420.2690.3950.5260.696 

Notes:

AB = absorption; CA = conscious attention; Ded = dedication; Ent = enthusiasm; INT = interaction; SC = social connection; PI = purchase intention; CYE = community engagement; CP = co-production; RC = recruitment (new players); WOM = word-of-mouth

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