Table 3.

Discriminant validity of the measurement model.

	Constructs	1	2	3	4	5	6	7	8	9	10
1	Attractiveness	0.831
2	Brand attitude	0.692	0.804
3	Entertainment value	0.472	0.561	0.847
4	Expertise	0.785	0.717	0.584	0.911
5	Informative value	0.619	0.664	0.76	0.584	0.853
6	Similarity	0.704	0.718	0.262	0.645	0.433	0.88
7	Social sharing intention	0.202	0.355	0.445	0.034	0.501	0.175	0.934
8	Social shopping intention	0.613	0.662	0.564	0.579	0.644	0.509	0.607	0.802
9	Trustworthiness	0.819	0.658	0.522	0.825	0.566	0.646	0.056	0.485	0.868
10	Video attitude	0.406	0.612	0.717	0.383	0.731	0.264	0.421	0.649	0.308	0.876