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

Note: AVE and CA refer to average variance extracted and Cronbach’s alpha. The bold items represent square root of the constructs’ AVE.