Table 3.
Means, standard deviation, and correlations.
| Variable | M | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 | 8 | 9 |
|---|---|---|---|---|---|---|---|---|---|---|---|
| 1. Social commerce constructs | 3.69 | 0.80 | 0.81 | ||||||||
| 2. Social presence | 3.69 | 0.95 | 0.57** | 0.76 | |||||||
| 3. Social support | 4.08 | 0.58 | 0.20** | 0.16** | 0.72 | ||||||
| 4. Consumers' trust in sellers | 3.65 | 0.75 | 0.35** | 0.37** | 0.37** | 0.81 | |||||
| 5. Buying intention | 4.00 | 0.64 | 0.25** | 0.31** | 0.50** | 0.24** | 0.73 | ||||
| 6. Online buying frequency | NA | NA | −0.12* | −0.24** | −0.01 | −0.25** | −0.03 | NA | |||
| 7. Education | NA | NA | 0.11* | 0.13* | 0.08 | 0.15** | −0.06 | −0.49** | NA | ||
| 8. Age | NA | NA | −0.08 | −0.18** | −0.06 | −0.18 | −0.02 | 0.67** | −0.35** | NA | |
| 9. Gender | NA | NA | 0.08 | 0.08 | 0.00 | 0.13* | −0.10* | −0.08 | −0.06 | −0.10* | NA |
*
p < 0.05.
**
p < 0.001. Boldface numbers are the square root of the AVE.