How online shopping festival atmosphere promotes consumer participation in China

Fashion and Textiles

International Journal of Interdisciplinary Research

Table 3 AVE and squared correlation

	Promotional atmosphere	Entertaining atmosphere	Social interaction atmosphere	Excitement	Continuous participation intention
Promotional	0.643^a
Entertaining	0.338^b	0.707
Social interaction	0.196	0.293	0.648
Excitement	0.393	0.591	0.288	0.658
Participation	0.484	0.538	0.278	0.630	0.692

^aAverage variance extracted (AVE) values for the constructs are displayed on the diagonal
^bNumbers below the diagonal are the squared correlation estimates of the two variables