Discriminant validity for each moderation segment
| Attention | Enthusiasm | Offline loyalty | Social media loyalty | |
|---|---|---|---|---|
| Lowly involved segment | ||||
| Attention | 0.660 | 0.252 | 0.508 | 0.578 |
| Enthusiasm | (0.336; 0.668) | 0.698 | 0.205 | 0.323 |
| Offline loyalty | (0.599; 0.827) | (0.287; 0.619) | 0.821 | 0.714 |
| Social media loyalty | (0.652; 0.868) | (0.418; 0.718) | (0.771; 0.919) | 0.699 |
| Highly involved segment | ||||
| Attention | 0.783 | 0.721 | 0.445 | 0.489 |
| Enthusiasm | (0.791; 0.907) | 0.770 | 0.441 | 0.584 |
| Offline loyalty | (0.569; 0.765) | (0.564; 0.764) | 0.808 | 0.475 |
| Social media loyalty | (0.603; 0.795) | (0.682; 0.846) | (0.591; 0.787) | 0.738 |
| Attention | Enthusiasm | Offline loyalty | Social media loyalty | |
|---|---|---|---|---|
| Attention | 0.252 | 0.508 | 0.578 | |
| Enthusiasm | (0.336; 0.668) | 0.205 | 0.323 | |
| Offline loyalty | (0.599; 0.827) | (0.287; 0.619) | 0.714 | |
| Social media loyalty | (0.652; 0.868) | (0.418; 0.718) | (0.771; 0.919) | |
| Attention | 0.721 | 0.445 | 0.489 | |
| Enthusiasm | (0.791; 0.907) | 0.441 | 0.584 | |
| Offline loyalty | (0.569; 0.765) | (0.564; 0.764) | 0.475 | |
| Social media loyalty | (0.603; 0.795) | (0.682; 0.846) | (0.591; 0.787) | |
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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