Table 4.

Descriptive statistics, correlation coefficients, and discriminant validity of variables.

	Mean	SD	CL	PAV	PFV	IA	RV	IM	PRO	CON	BRE	TRA	CE	IV	UQ
CL	3.43	1.05	0.84
PAV	3.41	1.04	0.56**	0.83
PFV	3.46	0.98	0.53**	0.50**	0.8
IA	3.39	1.09	0.39**	0.38**	0.33**	0.84
RV	3.42	1.07	0.38**	0.37**	0.37**	0.62**	0.85
IM	3.30	1.04	0.44**	0.39**	0.36**	0.58**	0.60**	0.84
PRO	3.40	1.03	0.34**	0.24**	0.29**	0.25**	0.30**	0.25**	0.83
CON	3.37	1.09	0.28**	0.27**	0.32**	0.23**	0.26**	0.26**	0.60**	0.85
BRE	3.27	1.11	0.20**	0.15**	0.23**	0.18**	0.21**	0.24**	0.50**	0.61**	0.86
TRA	3.37	1.09	0.20**	0.18**	0.27**	0.22**	0.23**	0.19**	0.51**	0.65**	0.58**	0.87
CE	3.32	1.08	0.35**	0.31**	0.24**	0.31**	0.27**	0.22**	0.15**	0.21**	0.14**	0.08**	0.85
IV	3.21	1.14	0.14**	0.15**	0.11**	0.07**	0.12**	0.15**	0.18**	0.20**	0.15**	0.24**	0.03**	0.86
UQ	3.23	1.12	0.26**	0.31**	0.20**	0.23**	0.18**	0.26**	0.16**	0.22**	0.14**	0.17**	0.15**	0.61**	0.84

CL, consumer loyalty; PAV, perceived emotional value; PFV, perceived functional value; IA, interactivity; RV, relevance; IM; informativeness; PRO, process consistency; CON, content consistency; BRE, channel choice freedom; TRA, service construct transparency; CE, cost effectiveness; IV, innovativeness; UQ, uniqueness. The lower triangular matrix represents the correlation coefficients between variables, while the diagonal values represent the square root of Average Variance Extracted (AVE) for each corresponding variable. **p < 0.01.