Research Article
Understanding Mobile Tourism Shopping in Pakistan: An Integrating Framework of Innovation Diffusion Theory and Technology Acceptance Model
Table 2
Correlations and interconstruct reliability.
| Variables | AVE | CA | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
| MTS adoption | 0.808 | 0.88 | 0.899 | | | | | | | Compatibility | 0.621 | 0.693 | 0.549 | 0.788 | | | | | | Perceived enjoyment | 0.677 | 0.862 | 0.577 | 0.673 | 0.823 | | | | | Perceived ease of use | 0.623 | 0.70 | 0.514 | 0.448 | 0.494 | 0.789 | | | | Perceived usefulness | 0.791 | 0.868 | 0.685 | 0.315 | 0.382 | 0.35 | 0.889 | | | Relative advantage | 0.564 | 0.753 | 0.202 | 0.17 | 0.227 | 0.264 | 0.24 | 0.751 | | Social presence | 0.666 | 0.753 | 0.646 | 0.602 | 0.506 | 0.44 | 0.364 | 0.208 | 0.816 |
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Note: AVE and CA refer to average variance extracted and Cronbach’s alpha. The bold items represent square root of the constructs’ AVE.
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