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International Journal of Interdisciplinary Research

Table 2 Discriminant validity: correlation matrix and AVE statistics

From: Proposing value-based technology acceptance model: testing on paid mobile media service

  SV EV FV PR TB PEU PU BI AVE
SV 1         .67
EV .52a (.27b) 1        .78
FV .47 (.22) .52 (.27) 1       .58
PR .31 (.10) .43 (.18) .36 (.13) 1      .74
TB .12 (.01) .13 (.02) − .12 (.01) .15 (.02) 1     .80
PEU .31 (.10) .29 (.08) .54 (.29) .17 (.03) − .26 (.07) 1    .74
PU .46 (.21) .44 (.19) .57 (.29) .33 (.11) − .03 (.09) .55 (.30) 1   .69
BI .25 (.06) .22 (.05) .43 (.18) .09 (.00) − .22 (.05) .54 (.29) .39 (.15) 1 .88
  1. SV social value), EV emotional value, FV functional value, PR price risk, TB technology barriers, PEU perceived ease of use, PU perceived usefulness. BI (Behavioral Intention toward Continuous Use) are presented in the table
  2. aCorrelation coefficient
  3. bSquared correlation coefficient