A Study on Parents’ Willingness to Pay for Online Learning of Middle School Students Based on Perceived Value

Table 9

Validity evaluation of discriminant validity.

	AVE	CI	PV	PU	PR	PC	WTP	SI
CI	0.807	0.898
PV	0.670	0.66	0.819
PU	0.797	0.548	0.74	0.893
PR	0.689	0.131	0.022	0.144	0.830
PC	0.548	0.158	0.016	0.112	0.658	0.740
WTP	0.715	0.57	0.691	0.913	0.21	0.208	0.846
SI	0.611	0.641	0.784	0.807	0.201	0.223	0.865	0.782

Notes. CI = course information; PV = perceived value; PU = perceived usefulness; PR = perceived risk; PC = perceived cost; WTP = willingness to pay; SI = social influence; Diagonals represent the square of AVE; Off-diagonal elements are the correlation.