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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