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Table 4 Discriminant validity for the measurement prototype

From: Effect of Web atmospherics and satisfaction on purchase behavior: stimulus–organism–response model

Construct EIC WE WI WS PI
Effectiveness of information content (EIC) 0.732*     
Web entertainment (WE) 0.487 0.719*    
Web informativeness (WI) 0.651 0.632 0.721*   
Web satisfaction (WS) 0.648 0.681 0.701 0.832*  
Purchase intention (PI) 0.599 0.648 0.655 0.644 0.741*
  1. *Implies the squared root of the AVE; others are correlation coefficients