An Empirical Study on Travelers’ Acceptance Intention of Travel Information on Social Networks

Table 4

Analysis results of discriminant validity.

	PU	PEU	PR	PT	SN	HM	AI
PU	0.893
PEU	0.587	0.733
PR	0.415	0.488	0.756
PT	0.507	0.452	−0.648	0.728
SN	0.468	0.416	0.505	0.612	0.785
HM	0.411	0.682	0.494	0.594	0.629	0.773
AI	0.594	0.451	−0.529	0.525	0.581	0.587	0.823
CR	0.798	0.778	0.839	0.771	0.828	0.813	0.862
AVE	0.568	0.538	0.572	0.530	0.617	0.597	0.677

Note. Values on the diagonal of the coefficient matrix in the table are the square roots of the AVE values, and values in the lower triangular matrix are the PCC between variables.