Page 75 - Azerbaijan State University of Economics

Maral Jamalova: Socıal Influence and Smartphone Adoptıon in Collectıvıstıc Country:
Evıdence from Azerbaıjan

Additionally, statistical literature confirms that reliability estimates are also used as
evidence of convergent validity (Joseph F. Jr Hair et al., 2014, p. 619) and high
scores of average variance extracted (AVE) prove convergent validity. In this case,
AVE is the share of total variance explained by the latent variable (Malhotra &
Birks, 2010, p. 734). The accepted level of AVE (Joseph F. Jr Hair et al., 2014;
Tabachnick & Fidell, 2013) is greater than 0.5 (see Table 2). Except for Facilitating
Conditions that were deleted from the study, the results of AVE for the remaining
constructs were in the accepted range.

Table 2: Convergent validity and reliability
Composite Average Variance
Indicators Cronbach's Alpha
Reliability Extracted (AVE)
BA Az* two items 0.827 0.711
HM Az 0.884 0.927 0.81
HT Az* two items 0.682 0.521
PV Az* two items 0.806 0.681
SBI Az* two items 0.825 0.703
SI Az* two items 0.73 0.577

Note: BA – Brand Awareness; SBI- Symbolic Brand Image; HM – Hedonic
Motivation; HT – Habit; PV – Price Value; SI – Social Influence; USE – Actual
Usage.
Note: *- Spearman’s correlation coefficient was calculated instead of Cronbach’s
Alpha.
Source: own editing based on the results of the analysis

The other important criterion for ensuring discriminant validity is called the Fornell-
Larcker criterion. The results for the criterion fulfill the main requirement which
states that “the square root of each construct’s AVE should be greater than its
highest correlation with any other construct” (Joe F. Jr Hair, Sarstedt, Hopkins, &
Kuppelwieser, 2014, p. 139).

Considering that actual use is a formative construct, rules for formative measurement
indicators were applied. It must be reported that there was no multi-collinearity issue
(VIF<3). Based on the recommendation of Hair et al. (2017, p. 170) the items
illustrating outer loading higher than 0.5 (i.e., U5 and U7) were kept for further analysis.

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