Table 9 Results of discriminant validity analysis.

From: The socio-technical engine driving hotel live streaming engagement: insights from PLS-SEM, NCA, and cIPMA

 

AE

GS

RTI

ME

NME

PI

SP

VIS

AE

0.883

0.471

0.451

0.409

0.417

0.448

0.478

0.398

GS

0.426

0.874

0.360

0.415

0.351

0.441

0.472

0.505

RTI

0.399

0.315

0.821

0.450

0.409

0.342

0.427

0.353

ME

0.365

0.367

0.383

0.845

0.386

0.367

0.291

0.445

NME

0.383

0.321

0.363

0.347

0.867

0.464

0.378

0.332

PI

0.390

0.381

0.288

0.312

0.408

0.866

0.407

0.468

SP

0.430

0.422

0.377

0.257

0.344

0.352

0.861

0.471

VIS

0.357

0.451

0.302

0.389

0.300

0.400

0.418

0.858

  1. HTMT criterion (above the main diagonal); Fornell–Larcker criterion (below the main diagonal); the main diagonal in bold is the square root of AVE.
  2. AE absorption experience, GS guidance shopping, RTI real-time interactivity, ME metavoicing, NME non-monetary engagement, PI purchase intention, SP social presence, VIS visibility.
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