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International Journal of Interdisciplinary Research

Table 4 Correlation matrix

From: Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands

 

Mean

SD

1

2

3

4

5

6

7

8

9

Co-creation

5.168

1.016

.811

        

Cost-effectiveness

5.676

.940

.556

.920

       

Website attractiveness

5.462

.993

.677

.582

.847

      

Sustainability

5.102

1.038

.635

.434

.557

.850

     

Brand uniqueness

5.378

1.191

.609

.543

.650

.606

.937

    

Social media engagement

4.873

1.557

.542

.474

.678

.475

.572

.907

   

Innovativeness

5.582

.936

.634

.546

.717

.620

.765

.632

.824

  

Attitude

5.554

1.094

.587

.656

.646

.479

.513

.595

.593

.871

 

Repurchase intention

5.708

.987

.577

.640

.636

.522

.614

.517

.594

.779

.917

  1. The lower triangle of the matrix represents the correlation coefficients between constructs
  2. The diagonal values (italics values) represent the square root of the average variance extracted of each construct