Table 3. Discriminant validity – HTMT...

Table 3.

Discriminant validity – HTMT ratio

Construct	Cov	CA	Con	CCB	EP	Flx	Int	RP	SC
Connectivity
Conscious attention	0.47
Consistency	0.677	0.421
Customer citizenship	0.574	0.752	0.539
Enthused participation	0.487	0.915	0.439	0.712
Flexibility	0.549	0.583	0.56	0.613	0.5
Integration	0.699	0.548	0.683	0.68	0.48	0.642
Return policy	0.509	0.488	0.429	0.584	0.48	0.435	0.604
Social connection	0.472	0.72	0.442	0.685	0.734	0.604	0.578	0.6
Personalization	0.627	0.453	0.543	0.636	0.452	0.666	0.684	0.437	0.54

Construct	Cov	CA	Con	CCB	EP	Flx	Int	RP	SC
Connectivity
Conscious attention	0.47
Consistency	0.677	0.421
Customer citizenship	0.574	0.752	0.539
Enthused participation	0.487	0.915	0.439	0.712
Flexibility	0.549	0.583	0.56	0.613	0.5
Integration	0.699	0.548	0.683	0.68	0.48	0.642
Return policy	0.509	0.488	0.429	0.584	0.48	0.435	0.604
Social connection	0.472	0.72	0.442	0.685	0.734	0.604	0.578	0.6
Personalization	0.627	0.453	0.543	0.636	0.452	0.666	0.684	0.437	0.54

Notes:

Cov = connectivity; CA = conscious attention; Con = consistency; CBB = customer citizenship behaviour; EP = enthused participation; Flx = flexibility; Int = integration; RP = return policy; SC = social connection; Per = personalization

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