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Heterotrait–monotrait (HTMT) ratio
| SA | NT | PD | IS | OR | PU | PI | |
|---|---|---|---|---|---|---|---|
| SA | |||||||
| NT | 0.257 | ||||||
| PD | 0.056 | 0.070 | |||||
| IS | 0.380 | 0.061 | 0.520 | ||||
| OR | 0.319 | 0.092 | 0.580 | 0.682 | |||
| PU | 0.114 | 0.442 | 0.426 | 0.188 | 0.203 | ||
| PI | 0.230 | 0.203 | 0.477 | 0.457 | 0.564 | 0.386 |
SA Salespeople’s Assistance, NT Need for Touch, PD Product Demonstration, IS Interaction with the Seller, OR Other Viewers’ Reviews, PU Product Uncertainty, PI Purchase Intention, The HTMT ratio also presents that all values do not exceed the threshold values of 0.90 (Hair et al., 2017)
