Table 5 Results of correlation coefficient testing.

From: How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors

 

Mean

S.D.

1

2

3

4

5

6

7

8

9

10

Credibility

3.819

0.950

0.713

         

Consistency

3.888

0.957

0.541

0.769

        

Completeness

3.599

1.047

0.523

0.425

0.766

       

Clarity

4.227

1.039

0.578

0.684

0.631

0.736

      

Likability

3.709

1.033

0.556

0.471

0.607

0.599

0.794

     

Empathy

3.770

0.997

0.627

0.552

0.645

0.720

0.721

0.710

    

Similarity

3.448

1.085

0.427

0.355

0.481

0.423

0.669

0.669

0.794

   

Willingness to use

3.636

0.973

0.567

0.725

0.725

0.621

0.652

0.702

0.652

0.709

  

Shared value creation

4.130

0.909

0.644

0.626

0.664

0.701

0.701

0.705

0.596

0.704

0.690

 

Purchase intention on short video platforms

3.194

1.530

0.337

0.241

0.479

0.323

0.499

0.424

0.327

0.558

0.372

0.958

  1. Diagonal bold italic entries are the square root of an AVE; all others are correlation coefficients. M mean, SD standard deviation.
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