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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