Future Business Journal

Table 6 Heterotrait–Monotrait ratio (HTMT)

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
MIC	0.457
OPB	0.517	0.814
SA	0.108	0.427	0.483
UGC	0.577	0.507	0.615	0.156

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