# Model Validity Measures

### Validity Analysis

| CR | AVE | MSV | MaxR(H) | 形象线索 | 行为线索 | 交互线索 | 社会存在感 | 远程临场感 | 品牌信任
形象线索 | 0.878 | 0.644 | 0.256 | 0.879 | 0.802 |  |  |  |  |
行为线索 | 0.844 | 0.643 | 0.285 | 0.844 | 0.506*** | 0.802 |  |  |  |
交互线索 | 0.899 | 0.598 | 0.208 | 0.902 | 0.414*** | 0.456*** | 0.773 |  |  |
社会存在感 | 0.865 | 0.681 | 0.232 | 0.866 | 0.481*** | 0.434*** | 0.408*** | 0.825 |  |
远程临场感 | 0.887 | 0.611 | 0.285 | 0.890 | 0.429*** | 0.534*** | 0.413*** | 0.370*** | 0.782 |
品牌信任 | 0.858 | 0.601 | 0.215 | 0.862 | 0.420*** | 0.416*** | 0.380*** | 0.464*** | 0.227*** | 0.776

### Validity Concerns

No validity concerns here.

### HTMT Analysis

| 形象线索 | 行为线索 | 交互线索 | 社会存在感 | 远程临场感 | 品牌信任
--- | --- | --- | --- | --- | --- | ---
形象线索 |  |  |  |  |  |
行为线索 | 0.511 |  |  |  |  |
交互线索 | 0.418 | 0.455 |  |  |  |
社会存在感 | 0.485 | 0.437 | 0.408 |  |  |
远程临场感 | 0.435 | 0.543 | 0.423 | 0.372 |  |
品牌信任 | 0.430 | 0.427 | 0.382 | 0.472 | 0.236 |

### HTMT Warnings

There are no warnings for this HTMT analysis.

### References

Significance of Correlations:
† p < 0.100
* p < 0.050
** p < 0.010
*** p < 0.001
Thresholds From:
Hu, L., Bentler, P.M. (1999), "Cutoff Criteria for Fit Indexes in Covariance Structure Analysis: Conventional Criteria Versus New Alternatives" SEM vol. 6(1), pp. 1-55.
Henseler, J., C. M. Ringle, and M. Sarstedt (2015). A New Criterion for Assessing Discriminant Validity in Variance-based Structural Equation Modeling, Journal of the Academy of Marketing Science, 43 (1), 115-135.
Thresholds are 0.850 for strict and 0.900 for liberal discriminant validity.

--If you would like to cite this tool directly, please use the following: Gaskin, J., James, M., and Lim, J. (2019), "Master Validity Tool", AMOS Plugin. Gaskination's StatWiki.