Table 5 Discriminant validity (stimulus).

From: How does live streaming affect tourists’ intention — a psychology theory perspective

Variable

Usefulness

Interactivity

Authenticity

Usefulness

0.6537

  

Interactivity

0.604

0.6275

 

Authenticity

0.646

0.623

0.6365

AVE Square Root

0.809

0.792

0.798

  1. Bold represents the AVE value for each variable.
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