Table 4. Heterotrait-monotrait ratio... | Emerald Publishing

Table 4.

Heterotrait-monotrait ratio criterion

Construct	AD acceptance	AD format	AD functionality	AD relevance	Hedonic motivation	Priv. risk	Smart device ease of use
AD format	0.635
AD functionality	0.528	0.785
AD relevance	0.645	0.772	0.772
Hedonic motivation	0.896	0.666	0.538	0.647
Priv. risk	0.103	0.109	0.163	0.062	0.109
Smart device ease of use	0.367	0.386	0.336	0.383	0.421	0.072
Smart device usefulness	0.560	0.528	0.465	0.471	0.564	0.088	0.509

Construct	AD acceptance	AD format	AD functionality	AD relevance	Hedonic motivation	Priv. risk	Smart deviceease of use
AD format	0.635
AD functionality	0.528	0.785
AD relevance	0.645	0.772	0.772
Hedonic motivation	0.896	0.666	0.538	0.647
Priv. risk	0.103	0.109	0.163	0.062	0.109
Smart device ease of use	0.367	0.386	0.336	0.383	0.421	0.072
Smart device usefulness	0.560	0.528	0.465	0.471	0.564	0.088	0.509