Table 9 Discriminant validity of best-selling products
From: Research on the mechanism of emotional design in Chinese cultural and creative products
Pleasure | Beauty | Originality | Exquisite | Ergonomics | purchasing | |
|---|---|---|---|---|---|---|
Pleasure | 0.8349 | |||||
Beauty | 0.519*** | 0.8393 | ||||
Originality | 0.559*** | 0.5*** | 0.8508 | |||
Exquisite | 0.55*** | 0.5*** | 0.547*** | 0.8459 | ||
Ergonomics | 0.541*** | 0.494*** | 0.543*** | 0.542*** | 0.833 | |
Purchasing | 0.618*** | 0.701*** | 0.367*** | 0.313*** | 0.403*** | 0.9288 |
AVE square root | 0.914 | 0.916 | 0.922 | 0.920 | 0.913 | 0.964 |