Discriminant validity
| Attention | Enthusiasm | Offline loyalty | Social media loyalty | |
|---|---|---|---|---|
| Attention | 0.756 | 0.604 | 0.513 | 0.548 |
| Enthusiasm | (0.717; 0.837) | 0.774 | 0.419 | 0.516 |
| Offline loyalty | (0.648; 0.784) | (0.567; 0.727) | 0.833 | 0.561 |
| Social media loyalty | (0.672; 0.808) | (0.646; 0.79) | (0.685; 0.813) | 0.728 |
| Attention | Enthusiasm | Offline loyalty | Social media loyalty | |
|---|---|---|---|---|
| Attention | 0.604 | 0.513 | 0.548 | |
| Enthusiasm | (0.717; 0.837) | 0.419 | 0.516 | |
| Offline loyalty | (0.648; 0.784) | (0.567; 0.727) | 0.561 | |
| Social media loyalty | (0.672; 0.808) | (0.646; 0.79) | (0.685; 0.813) |
Note(s): The diagonals are AVE: average variance extracted; above the diagonal are the squared correlations between factors; below the diagonal, the 95% confidence intervals for the correlation between the factors are presented
Source(s): Table by the authors
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