Table 4.

Discriminant validity analysis (HTMT1) (Step 1)

 IMSUPAFUEDMEMEXPSATQOLEXPLOY
IM         
SU0.856        
PA0.9440.933       
FU0.8420.7700.897      
ED0.8310.7840.8770.822     
MEM0.7950.7880.8790.8950.794    
EXPSAT0.7890.7410.8640.9140.7770.897   
QOL0.6190.6520.6940.5770.6910.6590.590  
EXPLOY0.6990.6630.7880.6680.7660.6990.7050.734 

Notes:

IM, immersion; SU, surprise; PA, participation; FU, fun; ED, education; EXPQ, experience quality; EXPSAT, experience satisfaction; MEM, memorability; QOL, quality of life; EXPLOY, experience loyalty

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