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Table 8 Discriminant validity of award-winning products

From: Research on the mechanism of emotional design in Chinese cultural and creative products

  Pleasure Beauty Originality Exquisite Ergonomics purchasing
Pleasure 0.873      
Beauty 0.499*** 0.7809     
Originality 0.558*** 0.502*** 0.8649    
Exquisite 0.551*** 0.497*** 0.554*** 0.8304   
Ergonomics 0.548*** 0.492*** 0.552*** 0.553*** 0.8769  
Purchasing 0.421*** 0.898 0.446*** 0.452*** 0.265*** 0.9095
AVE square root 0.934 0.884 0.930 0.911 0.936 0.954