TABLE 3.

Validity and correlation of constructs.

	α	CR	AVE	1	2	3	4	5	6
(1) Absorption	0.906	0.934	0.779	0.883
(2) Autonomy	0.839	0.902	0.754	0.008**	0.868
(3) Competition	0.875	0.907	0.709	0.487**	0.095**	0.842
(4) Enjoyment	0.849	0.909	0.770	0.522**	0.267**	0.476**	0.878
(5) Purchase intention	0.836	0.886	0.663	0.413**	0.298**	0.498**	0.455**	0.814
(6) Rewards	0.928	0.949	0.822	0.351**	0.167**	0.678**	0.416**	0.529**	0.907

α = Cronbach’s alpha; (1) Square root of AVE for each latent construct is given in diagonals. (2) AVE, Average variance extracted; CR, Composite reliability. **if p < 0.01. Bold value represent square root of AVE for each latent construct is given in diagonals.