Table 3.

Discriminant validity.

	Extrinsic	Intrinsic	Perceived	Prevention	Promotion	Purchase
	(X1)	(X2)	enjoyment (M1)	focus (Z1)	focus (Z2)	intention (Y)
Extrinsic (X1)	0.827
Intrinsic (X2)	0.554	0.872
Perceived enjoyment (M1)	0.596	0.729	0.857
Prevention focus (Z1)	0.507	0.454	0.485	0.800
Promotion focus (Z2)	0.516	0.412	0.383	0.590	0.792
Purchase intention (Y)	0.550	0.634	0.764	0.435	0.395	0.884

The numbers in the diagonal are the square root of AVE, and others are the correlation coefficient of variables.