Table 4 Discriminant validity result...

Table 4

Discriminant validity result using the Heterotrait-Monotrait (HTMT) ratio correlation

	ENJ	IFC	INS	ITC	PI	RI	RQ_ COMM	RQ_ SAT	RQ_ TRU	SG	SIM
ENJ
IFC	0.258
INS	0.324	0.643
ITC	0.149	0.535	0.356
PI	0.297	0.520	0.655	0.317
RI	0.369	0.680	0.568	0.387	0.670
RQ_COMM	0.314	0.757	0.550	0.573	0.544	0.761
RQ_SAT	0.324	0.614	0.478	0.641	0.534	0.687	0.842
RQ_TRU	0.348	0.704	0.517	0.405	0.679	0.876	0.810	0.731
SG	0.251	0.541	0.464	0.727	0.339	0.543	0.671	0.868	0.550
SIM	0.263	0.527	0.551	0.623	0.452	0.521	0.617	0.636	0.543	0.685
VA	0.392	0.543	0.713	0.234	0.724	0.633	0.519	0.471	0.653	0.318	0.558

	ENJ	IFC	INS	ITC	PI	RI	RQ_ COMM	RQ_ SAT	RQ_ TRU	SG	SIM
ENJ
IFC	0.258
INS	0.324	0.643
ITC	0.149	0.535	0.356
PI	0.297	0.520	0.655	0.317
RI	0.369	0.680	0.568	0.387	0.670
RQ_COMM	0.314	0.757	0.550	0.573	0.544	0.761
RQ_SAT	0.324	0.614	0.478	0.641	0.534	0.687	0.842
RQ_TRU	0.348	0.704	0.517	0.405	0.679	0.876	0.810	0.731
SG	0.251	0.541	0.464	0.727	0.339	0.543	0.671	0.868	0.550
SIM	0.263	0.527	0.551	0.623	0.452	0.521	0.617	0.636	0.543	0.685
VA	0.392	0.543	0.713	0.234	0.724	0.633	0.519	0.471	0.653	0.318	0.558

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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