Composite reliability, and convergent and discriminant validity
| Cronbach’s alpha | CR | AVE | Ad attitude | Perceived intrusiveness | Loyalty intentions | |
|---|---|---|---|---|---|---|
| Ad attitude | 0.86a | 0.97 | 0.95 | 0.97 | ||
| Perceived intrusiveness | 0.94 | 0.96 | 0.90 | 0.18 | 0.95 | |
| Loyalty intentions | 0.87 | 0.95 | 0.83 | 0.36 | −0.19 | 0.91 |
| Cronbach’s alpha | CR | AVE | Ad attitude | Perceived intrusiveness | Loyalty intentions | |
|---|---|---|---|---|---|---|
| Ad attitude | 0.86a | 0.97 | 0.95 | |||
| Perceived intrusiveness | 0.94 | 0.96 | 0.90 | 0.18 | ||
| Loyalty intentions | 0.87 | 0.95 | 0.83 | 0.36 | −0.19 |
Notes:
Diagonal elements (bold figures) are the square root of the AVE (the variance shared between the constructs and their measures). Off-diagonal elements are the correlations among variables. CR: composite reliability. a Cronbach’s α has been replaced by the Spearman correlation for ad attitude two-item scale