Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm
Table 5
Discriminant validity.
Constructs
VC
AC
PSI
CT
AT
STK
AQ
SC
IU
IA
PI
Visual cues (VC)
0.922
0.261
0.243
0.281
0.302
0.194
0.285
0.283
0.356
0.282
0.239
Auditory cues (AC)
0.239
0.876
0.242
0.285
0.272
0.230
0.277
0.281
0.302
0.296
0.265
Parasocial interaction (PSI)
0.232
0.225
0.859
0.817
0.482
0.638
0.247
0.796
0.489
0.771
0.698
Cognitive trust (CT)
0.266
0.262
0.778
0.903
0.489
0.633
0.239
0.758
0.487
0.716
0.646
Affective trust (AT)
0.289
0.252
0.460
0.464
0.908
0.420
0.422
0.505
0.490
0.480
0.459
Stickiness (STK)
0.184
0.212
0.606
0.599
0.399
0.947
0.238
0.642
0.434
0.756
0.773
Argument quality (AQ)
0.248
0.237
0.220
0.211
0.371
0.210
0.853
0.333
0.482
0.310
0.291
Source credibility (SC)
0.273
0.263
0.768
0.728
0.485
0.615
0.297
0.872
0.610
0.818
0.705
Information usefulness (IU)
0.334
0.276
0.462
0.458
0.462
0.407
0.421
0.580
0.904
0.600
0.499
Information adoption (IA)
0.259
0.264
0.710
0.658
0.442
0.692
0.265
0.761
0.546
0.904
0.791
Purchase intention (PI)
0.219
0.238
0.643
0.594
0.423
0.707
0.247
0.655
0.454
0.703
0.904
Notes: the italic numbers indicate the square root of AVE. the below italic numbers indicate the correlations between constructs (Fornell-Larcker criterion). The above italic numbers indicate the HTMT values.
