Table 3.

Discriminant Validity.

	PE	EE	SI	FC	PR	PV	ORE	ESA	CUI	CUB	HAB
PE 1	0.757 12
EE 2	0.528 13	0.743
SI 3	0.677	0.676	0.789
FC 4	0.561	0.461	0.514	0.750
PR 5	0.441	0.253	0.261	0.409	0.779
PV 6	0.673	0.581	0.681	0.391	0.303	0.799
ORE 7	0.507	0.339	0.481	0.243	0.187	0.549	0.773
ESA 8	0.685	0.518	0.626	0.537	0.335	0.594	0.494	0.768
CUI 9	0.666	0.597	0.645	0.468	0.412	0.684	0.480	0.571	0.745
CUB 10	0.452	0.358	0.505	0.225	0.216	0.626	0.451	0.440	0.536	0.731
HAB 11	0.005	0.024	0.087	0.066	0.066	0.195	0.123	0.006	0.033	0.059	0.793

¹ Performance Expectancy, ² Effort Expectancy, ³ Social Influence, ⁴ Facilitating Conditions, ⁵ Perceived Reliability, ⁶ Price Value, ⁷ Online Review, ⁸ E-satisfaction, ⁹ Continued Usage Intention, ¹⁰ Continued Usage Behavior, ¹¹ Habit, ¹² Diagonal values are squared roots of AVE, ¹³ Off-diagonal values are the estimates of inter-correlation between the latent constructs.