TABLE 3.

Discriminant validity.

Parameter	Correlation coefficients	Correlation bias-corrected 95% confidence interval
		Lower bond (2.5%)	Upper bond (97.5%)
INFE < – > ENTE	0.637	0.523	0.734
INFE < – > INTE	0.635	0.513	0.743
INFE < – > COMI	0.793	0.697	0.862
INFE < – > BRAL	0.708	0.598	0.804
ENTE < – > INTE	0.629	0.504	0.742
ENTE < – > COMI	0.699	0.598	0.782
ENTE < – > BRAL	0.578	0.453	0.702
ENTE < – > COMI	0.733	0.606	0.838
ENTE < – > BRAL	0.746	0.644	0.831
COMI < – > BRAL	0.765	0.644	0.868

Information experience = INFE; Entertainment experience = ENTE; Interactive experience = INTE; Community identity = COMI; Brand loyalty = BRAL.