Table A4 Discriminant validity analysis*... | Emerald Publishing

Table A4

Discriminant validity analysis*

	Spatial presence	Social presence	Flow	Utilitarian value	Hedonic value	Cognitive engagement	Affective engagement	Behavioural engagement	Social norms	Stickiness
Spatial presence	0.877	0.641	0.513	0.342	0.370	0.264	0.409	0.414	0.367	0.329
Social presence	0.588	0.909	0.597	0.465	0.509	0.443	0.473	0.490	0.448	0.443
Flow	0.474	0.537	0.917	0.616	0.643	0.565	0.591	0.583	0.540	0.552
Utilitarian value	0.321	0.425	0.565	0.792	0.820	0.768	0.704	0.682	0.671	0.712
Hedonic value	0.332	0.449	0.572	0.742	0.858	0.809	0.763	0.729	0.689	0.738
Cognitive engagement	0.249	0.407	0.522	0.719	0.738	0.899	0.645	0.604	0.619	0.728
Affective engagement	0.385	0.433	0.546	0.658	0.692	0.608	0.921	0.801	0.692	0.805
Behavioural engagement	0.386	0.447	0.534	0.633	0.656	0.565	0.848	0.857	0.685	0.806
Social norms	0.344	0.410	0.497	0.625	0.625	0.582	0.649	0.638	0.917	0.680
Stickiness	0.294	0.384	0.480	0.626	0.634	0.640	0.716	0.712	0.605	0.860

	Spatial presence	Social presence	Flow	Utilitarian value	Hedonic value	Cognitive engagement	Affective engagement	Behavioural engagement	Social norms	Stickiness
Spatial presence	0.877	0.641	0.513	0.342	0.370	0.264	0.409	0.414	0.367	0.329
Social presence	0.588	0.909	0.597	0.465	0.509	0.443	0.473	0.490	0.448	0.443
Flow	0.474	0.537	0.917	0.616	0.643	0.565	0.591	0.583	0.540	0.552
Utilitarian value	0.321	0.425	0.565	0.792	0.820	0.768	0.704	0.682	0.671	0.712
Hedonic value	0.332	0.449	0.572	0.742	0.858	0.809	0.763	0.729	0.689	0.738
Cognitive engagement	0.249	0.407	0.522	0.719	0.738	0.899	0.645	0.604	0.619	0.728
Affective engagement	0.385	0.433	0.546	0.658	0.692	0.608	0.921	0.801	0.692	0.805
Behavioural engagement	0.386	0.447	0.534	0.633	0.656	0.565	0.848	0.857	0.685	0.806
Social norms	0.344	0.410	0.497	0.625	0.625	0.582	0.649	0.638	0.917	0.680
Stickiness	0.294	0.384	0.480	0.626	0.634	0.640	0.716	0.712	0.605	0.860

Note(s): *In italic underlined, HTMT values; in italics, square root of the AVEs; below the matrix diagonal, correlations between the dimensions

Source(s): Table by authors