Table 4.
Heterotrait-monotrait (HTMT) ratio of correlation
| Constructs | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 | 10 |
|---|---|---|---|---|---|---|---|---|---|---|
| 1. CHA | – | |||||||||
| 2. ACI | .69 | – | ||||||||
| 3. AVC | .71 | .56 | – | |||||||
| 4. AVI | .80 | .76 | .65 | – | ||||||
| 5. SOP | .86 | .68 | .66 | .83 | – | |||||
| 6. SOS | .71 | .64 | .53 | .74 | .80 | – | ||||
| 7. COM-N | .84 | .78 | .70 | .89 | .88 | .80 | – | |||
| 8. AUT-N | .83 | .68 | .71 | .89 | .90 | .76 | .88 | – | ||
| 9. REL-N | .81 | .71 | .59 | .86 | .89 | .86 | .88 | .87 | – | |
| 10. CI | .84 | .63 | .62 | .80 | .79 | .63 | .80 | .81 | .76 | – |
| 11. PI | .57 | .31 | .62 | .54 | .48 | .45 | .51 | .60 | .49 | .67 |
CHA Challenge, ACI Achievement, AVC Avatar customization, AVI Avatar identification, SOP Social presence, SOS Social support, COM-N Competence need fulfillment, AUT-N Autonomy need fulfillment, REL-N Relatedness need fulfillment, CI Intention to continuously use a VR fashion app, PI Intention to make in-app purchases