Future Business Journal

Table 5 Discriminant validity-Farnell and Larcker criterion model

From: Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

Constructs	INS	MIC	OPB	SA	UGC
INS	0.907
MIC	0.406	0.821
OPB	0.436	0.676	0.833
SA	0.048	0.374	0.395	0.889
UGC	0.511	0.444	0.511	0.136	0.806

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