Table 7.

Discriminant validity using Heterotrait-Monotrait Ratio (HTMT) of correlation criterion.

	(1)	(2)	(3)	(4)	(5)	(6)	(7)	(8)
AESTHETICS (1)
EASE OF USE (2)	0.202
EMOTIONAL (3)	0.450	0.404
ENJOYMENT (4)	0.348	0.565	0.376
FLOW STATE (5)	0.549	0.327	0.555	0.437
PRESENCE (6)	0.633	0.298	0.409	0.320	0.526
USEFULNESS (7)	0.222	0.557	0.352	0.528	0.370	0.273
VISIT INTENTION (8)	0.501	0.495	0.562	0.588	0.668	0.394	0.561