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Future Business Journal

Table 6 Discriminant validity Source: Primary data

From: Understanding post-pandemic travel intention toward rural destinations by expanding the theory of planned behavior (TPB)

 

AT

SN

PBC

BI

SMU

eWOM

AT

0.900

     

SN

0.169

0.858

    

PBC

0.268

0.124

0.867

   

BI

0.437

0.266

0.311

0.857

  

SMU

0.005

0.085

0.159

0.439

0.902

 

eWOM

0.005

0.047

0.177

0.025

0.112

0.922

  1. The square root of AVE is shown in bold and diagonally
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