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testing the statistical significance of various PLS-SEM results such path coef- ficients, Cronbach’s alpha, HTMT, and R2 values (Efron and Tibshirani, 1986; Davison and Hinkley, 1997). For making analysis subsamples was changed from 500 to 1000. Other Settings were left the same. After PLS Bootstrapping it is possible to check the report. Table 11 shows T- statistics result instead of regression weights. According to the studies, T-Sta- tistics is an indicator to measure the significance of hypothesis and the number above +1,96 ( Ronald Fisher, 1970) is significant and at the point of 95 percent confidence. Table 11 - T-Statistics Entertainment > AV Informativeness >AV Interactivity >AV Engagement > AV Confidence interval percentage: 95% N=729 4.6 Discriminant Validity T – Statistics 13,159 5,375 8,919 7,048 77 Table 12 presents a Discriminant Validity. This test is used to determine if two measures that should not be correlated are actually not related. The report gives an option to check Quality Criteria by Fornell-Larcker Criterion (D.F. Larcker ,1981). The off-diagonal gives the correlation of the constructs and the diagonal presents spuare root of AVE (the average variance extracted). ThePDF Image | YouTube as an advertising platform
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