[Retracted] Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model

Table 3

Validity of scales.

	Media influence	Cultural identity	Product involvement	Willingness to buy
Media influence	0.789
Cultural identity	0.180	0.736
Product involvement	0.114	0.734	0.893
Willingness to buy	0.097	0.731	0.679	0.905
AVE	0.623	0.542	0.798	0.819
CR	0.830	0.946	0.941	0.947

^∗ and ^∗∗ represent significance at the statistical levels of 5% and 1%, respectively; the diagonal numbers are the root mean squares of AVE.