Finally, discriminant validity is assessed with a vari- ance-extracted test, where we compared the variance- extracted estimates for the two factors of interest with the square of the correlation between the two factors. Dis- criminant validity is demonstrated if the variance-extracted estimates are greater than the corresponding squared cor- relation (Fornell and Larcker 1981; Netemeyer et al. 1990). Table 4 (in Appendix) shows all the variance-extracted estimates are greater than the corresponding squared cor- relations. Therefore, the above three tests fully support the discriminant and convergent validity of the five constructs tested in this study. Table 5 shows discriminant validity of the theoretical construct measures.
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