Table 3 The Fornell–Larker criterion for...

Table 3

The Fornell–Larker criterion for discriminant validity testing

	ENJ	IFC	INS	ITC	PI	RI	RQ_ COMM	RQ_ SAT	RQ_ TRU	SG	SIM	VA
ENJ	0.901
IFC	0.198	0.896
INS	0.241	0.466	0.793
ITC	0.127	0.454	0.292	0.893
PI	0.233	0.404	0.489	0.274	0.840
RI	0.279	0.510	0.410	0.321	0.511	0.808
RQ_COMM	0.249	0.599	0.421	0.501	0.437	0.588	0.853
RQ_SAT	0.250	0.471	0.357	0.546	0.418	0.517	0.668	0.829
RQ_TRU	0.269	0.539	0.382	0.347	0.530	0.656	0.639	0.562	0.824
SG	0.203	0.445	0.368	0.655	0.283	0.436	0.568	0.713	0.455	0.891
SIM	0.211	0.423	0.424	0.550	0.367	0.410	0.510	0.512	0.438	0.585	0.867
VA	0.292	0.397	0.506	0.191	0.542	0.458	0.394	0.349	0.483	0.251	0.429	0.796

	ENJ	IFC	INS	ITC	PI	RI	RQ_ COMM	RQ_ SAT	RQ_ TRU	SG	SIM	VA
ENJ	0.901
IFC	0.198	0.896
INS	0.241	0.466	0.793
ITC	0.127	0.454	0.292	0.893
PI	0.233	0.404	0.489	0.274	0.840
RI	0.279	0.510	0.410	0.321	0.511	0.808
RQ_COMM	0.249	0.599	0.421	0.501	0.437	0.588	0.853
RQ_SAT	0.250	0.471	0.357	0.546	0.418	0.517	0.668	0.829
RQ_TRU	0.269	0.539	0.382	0.347	0.530	0.656	0.639	0.562	0.824
SG	0.203	0.445	0.368	0.655	0.283	0.436	0.568	0.713	0.455	0.891
SIM	0.211	0.423	0.424	0.550	0.367	0.410	0.510	0.512	0.438	0.585	0.867
VA	0.292	0.397	0.506	0.191	0.542	0.458	0.394	0.349	0.483	0.251	0.429	0.796

Note(s): ENJ (Enjoyability), IFC (Informative Content), INS (Inspiration), ITC (Interactive Content), PI (Purchase Intention), RI (Recommendation Intention), RQ_COM (Commitment), RQ_SAT (Satisfaction), RQ_TRU (Trust), SG (Swift Guanxi), SIM (Similarity), VA (Visually Attractive)

Source(s): Authors’ own work

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