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International Journal of Interdisciplinary Research

Table 3 Validity of measures: the squared correlation and AVE of variables

From: Digital atmosphere of fashion retail stores

Variable Attention Interest Desire Search Action Share
Attention 0.701a      
Interest 0.543b 0.797     
Desire 0.421 0.637 0.838    
Search 0.391 0.557 0.514 0.779   
Action 0.370 0.564 0.654 0.540 0.735  
Share 0.406 0.461 0.507 0.590 0.582 0.849
  1. aNumbers on the diagonal are AVE
  2. bNumbers off the diagonal are the squared correlation between the construct