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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