The Mechanism of the Effects of Experiential Marketing on Urban Consumers’ Well-Being

Table 2

Discriminant validity test.

Latent variables	1	2	3	4
1. Experiential marketing	0.761
2. Experiential value	0.396	0.766
3. Value proposition engagement	0.339	0.494	0.806
4. Consumer well-being	0.257	0.275	0.302	0.733
Mean (M)	3.695	3.713	3.657	3.553
Standard deviation (SD)	0.712	0.737	0.760	0.654

and . The square root of AVE is shown on the principal diagonal.