Table 2. Discriminant validity (HTMT...

Table 2.

Discriminant validity (HTMT ratio)

Constructs	1	2	3	4	5	6
UM (1)	0.722
HM (2)	0.402	0.801
SEM (3)	0.411	0.496	0.727
SI (4)	0.323	0.461	0.376	0.701
IS (5)	0.491	0.450	0.438	0.352	0.83
OSB (6)	0.389	0.359	0.431	0.513	0.398	0.711

Constructs	1	2	3	4	5	6
UM (1)	0.722
HM (2)	0.402	0.801
SEM (3)	0.411	0.496	0.727
SI (4)	0.323	0.461	0.376	0.701
IS (5)	0.491	0.450	0.438	0.352	0.83
OSB (6)	0.389	0.359	0.431	0.513	0.398	0.711

Notes:

The diagonal elements (in italic) are the square roots of the AVEs. Where: UM=Utilitarian Motives; HM = Hedonic Motive; SEM = Self Esteem Motive; IBT = Impulsive Shopping Tendencies; IB = Shopping Intention; OSB = Online Shopping Behavior

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