Table 3.

Discriminant validity.

Variable	Mean	Std. Deviation	Gender	Age	Education	SM-UE	SM-UF	ESM	PSM	NFPD	EFPD	DP
Gender	1.46	0.50	NA
Age	1.74	0.81	−0.09	NA
Education	3.40	0.60	0.04	0.07	NA
SM-UE	2.48	0.57	−0.09	0.00	0.00	NA
SM-UF	2.55	0.91	0.01	0.00	−0.07	−0.01	NA
ESM	3.64	0.67	−0.06	0.02	−0.02	0.14*	−0.02	0.70
PSM	4.41	1.03	−0.06	−0.07	0.07	0.17**	0.01	0.18**	0.93
NFPD	3.23	1.03	0.00	−0.04	0.01	0.18**	−0.07	0.17**	0.19**	0.77
EFPD	3.81	0.70	−0.03	−0.05	0.02	0.01	0.06	0.27**	0.14*	0.12*	0.79
EP	3.39	1.01	0.00	−0.04	−0.11	0.10	0.06	0.05	0.09	0.19**	0.21**	0.75

SM-UE, Social media usage experience; SM-UF, Social media usage frequency; ESM, Enterprise social media; PSM, Public social media; NFPD, Novelty-focused product design; EFPD, Efficiency-focused product design; DP, Designer performance;

^*p < 0.05,

^**p < 0.01. The diagonal elements are the square roots of the AVEs are in bold.