Table 4.

Validity and reliability analysis.

	α	CR	AVE	MSV	ASV	AF	AP	ARO	PLS	CUI	DOM
AF	0.8	0.87	0.72	0.03	0.01	0.85
AP	0.8	0.88	0.71	0.02	0.02	0.60	0.84
ARO	0.9	0.94	0.88	0.03	0.01	0.47	0.55	0.94
PLS	0.8	0.88	0.71	0.04	0.02	0.50	0.42	0.57	0.84
CUI	0.8	0.90	0.75	0.03	0.02	0.46	0.40	0.42	0.54	0.87
DOM	0.8	0.90	0.81	0.04	0.03	0.45	0.41	0.54	0.44	0.40	0.90

Note: Cronbach alpha = α, Composite reliability = CR, Average variance extracted = AVE, Maximum shared variance = MSV, Average shared variance = ASV, Aesthetic formality = AF, Aesthetic appeal = AP, Arousal = ARO, Pleasure = PLS, Continued usage intentions = CUI, Dominance = DOM.