TABLE 3.
Discriminant validity.
|
Fornell-Larcker criterion |
Heterotrait-Monotrait ratio (HTMT) |
|||||||||
| Constructs | CBBE | DPF | DPK | DPV | EV | Constructs | CBBE | DPF | DPK | DPV |
| CBBE | 0.862 | CBBE | ||||||||
| DPF | 0.685 | 0.726 | DPF | 0.786 | ||||||
| DPK | 0.616 | 0.538 | 0.866 | DPK | 0.716 | 0.634 | ||||
| DPV | 0.680 | 0.711 | 0.580 | 0.787 | DPV | 0.745 | 0.830 | 0.669 | ||
| EV | 0.780 | 0.680 | 0.626 | 0.723 | 0.757 | EV | 0.872 | 0.810 | 0.699 | 0.762 |
DPV, design perception visual; DPF, design perception functional; DPK, design perception kinesthetic; EV, experiential value; CBBE, consumer based brand equity.