Skip to main content

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