Table 3 Means, standard deviations and...

Table 3

Means, standard deviations and correlations of the factors

	$\bar{x}$	SD	MSV	ASV	CR	PS	PC	PE	POE	NEE	PI
PS	3.21	0.99	0.09	0.05	0.86	(0.70)
PC	2.68	0.99	0.14	0.09	0.86	0.31**	(0.82)
PE	3.33	1.10	0.24	0.9	0.91	−0.10*	0.32**	(0.91)
POE	2.95	1.05	0.18	0.10	0.90	0.08	−0.38**	0.31**	(0.87)
NEE	3.59	1.04	0.24	0.11	0.96	−0.30**	−0.21**	0.49**	0.43**	(0.81)
PI	3.46	0.87	0.10	0.04	0.88	0.26**	−0.24**	−0.04	0.31**	−0.02	(0.80)

	$\bar{x}$	SD	MSV	ASV	CR	PS	PC	PE	POE	NEE	PI
PS	3.21	0.99	0.09	0.05	0.86	(0.70)
PC	2.68	0.99	0.14	0.09	0.86	0.31**	(0.82)
PE	3.33	1.10	0.24	0.9	0.91	−0.10*	0.32**	(0.91)
POE	2.95	1.05	0.18	0.10	0.90	0.08	−0.38**	0.31**	(0.87)
NEE	3.59	1.04	0.24	0.11	0.96	−0.30**	−0.21**	0.49**	0.43**	(0.81)
PI	3.46	0.87	0.10	0.04	0.88	0.26**	−0.24**	−0.04	0.31**	−0.02	(0.80)

Note(s): PS: Price sensitivity, PC: Perception of cheapness and PE: Perception of expensiveness

POE: Positive emotions, NEE: Negative emotions, PI: Purchase intention

SD: Standard deviation. The numbers in the cells of diagonal line are squared root of AVE

**. Correlation is significant at the 0.01 level (two-tailed)

*. Correlation is significant at the 0.05 level (two-tailed)

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