Official websites use .gov
A
.gov website belongs to an official
government organization in the United States.
Secure .gov websites use HTTPS
A lock (
) or https:// means you've safely
connected to the .gov website. Share sensitive
information only on official, secure websites.
Discriminant validity: Fornell-Larcker Criterion.
| Celebrity Endorsement | Live Streaming | Online Reviews | Online Shopping Behavior | Promotional Tools | |
|---|---|---|---|---|---|
| Celebrity Endorsement | 0.854 | ||||
| Live Streaming | 0.538 | 0.764 | |||
| Online Reviews | 0.534 | 0.491 | 0.729 | ||
| Online Shopping Behavior | 0.685 | 0.488 | 0.582 | 0.757 | |
| Promotional Tools | 0.471 | 0.484 | 0.528 | 0.557 | 0.764 |
