TABLE 3.

Discriminant validity analysis.

	ADV	AP	ENT	e-WOM	INT	PI	TRD	VC
Advertising value
Aesthetic appeal	0.486
Entertainment	0.444	0.6
e-WOM	0.467	0.377	0.351
Interactivity	0.505	0.442	0.376	0.418
Purchase intention	0.483	0.402	0.438	0.355	0.413
Trendiness	0.435	0.444	0.382	0.401	0.481	0.39
Value co-creation	0.317	0.467	0.522	0.353	0.488	0.664	0.574