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. 2022 Nov 15:1–14. Online ahead of print. doi: 10.1057/s41270-022-00195-2

Table 5.

Predictive validity of SmartPLS model

COMPOSITE R2 Q2 Q2_PREDICT
ENTIRE SEG1 SEG2 ENTIRE SEG1 SEG2 ENTIRE SEG1 SEG2
CCB 0.43 0.44 0.45 0.23 0.25 0.22 0.41 0.42 0.41
CLV_ 0.54 0.65 0.46 0.50 0.60 0.42 0.27 0.29 0.26
Intentional 0.52 0.54 0.57 0.42 0.41 0.47 0.37 0.35 0.39