## 3 Results and Discussions
### The Measurement Model
\begin{table}
\begin{tabular}{c c c c c c c c c c c c c c c} \hline \hline  & **AT** & **BI** & **EE** & **EM** & **FC** & **IM** & **PA** & **PC** & **PE** & **PP** & **PR** & **PS** & **SI** \\ \hline AT & 0.800 & & & & & & & & & & & & & \\ BI & 0.354 & 0.750 & & & & & & & & & & & & \\ EE & 0.408 & 0.442 & 0.830 & & & & & & & & & & & \\ EM & 0.394 & 0.529 & 0.503 & 0.882 & & & & & & & & & \\ FC & 0.238 & 0.362 & 0.271 & 0.383 & 0.780 & & & & & & & & \\ IM & 0.421 & 0.558 & 0.555 & 0.543 & 0.282 & 0.913 & & & & & & & \\ PA & 0.261 & 0.365 & 0.244 & 0.320 & 0.351 & 0.372 & 0.758 & & & & & & \\ PC & 0.417 & 0.534 & 0.552 & 0.512 & 0.349 & 0.542 & 0.387 & 0.798 & & & & \\ PE & 0.472 & 0.506 & 0.583 & 0.563 & 0.342 & 0.574 & 0.258 & 0.539 & 0.819 & & & & \\ PP & 0.239 & 0.419 & 0.374 & 0.491 & 0.262 & 0.358 & 0.252 & 0.596 & 0.515 & 0.776 & & & \\ PR & 0.463 & 0.559 & 0.557 & 0.530 & 0.346 & 0.533 & 0.342 & 0.588 & 0.525 & 0.593 & 0.798 & & \\ PS & 0.372 & 0.564 & 0.594 & 0.577 & 0.427 & 0.475 & 0.289 & 0.515 & 0.582 & 0.508 & 0.563 & 0.816 & \\ SI & 0.236 & 0.382 & 0.406 & 0.473 & 0.296 & 0.330 & 0.257 & 0.354 & 0.380 & 0.288 & 0.358 & 0.458 & 0.736 \\ \hline \hline \end{tabular}
\end{table} 
Table 4: Cornell–Larker criterion and Cross loading. The size of the square root of the AVE of the endogenous IM factor was 0.913, being superior to the correlation scores displayed vertically (0.913 \(>\) 0.372, 0.542, 0.574, 0.358, 0.533, 0.475 and 0.330) and horizontally (0.913 \(>\) 0.421, 0.558, 0.555, 0.543, 0.282). The correlations of the constructs AT (0.236), BI (0.382), EE (0.406), EM (0.473), FC (0.296), IM (0.330), PA (0.257), PC (0.354), PE (0.380), PP (0.288), PR (0.358) and PS (0.458) also became lower in relation to the AVE square root of the Social Influence factor (0.736). The highest AVE values were obtained by the latent variables IM (0.913) and EM (0.883), and the lowest by SI (0.736) and BI (0.750), respectively. Therefore, the construct model fulfills the condition of discriminated validity, since the variation shared with its own block of indicators of each factor (construct) exceeds the variation it shares with any other latent variable. The standardized average residual square root (SRMR) indicates the relevance of the proposed model. If the difference between the observed correlation matrix and the implicit correlation matrix is less than 0.08 [112] or reaches a maximum of 0.10 [113] then the relevance is proven. The proposed model is good and relevant as the mean size of this difference (SRMR) was 0.072 (\(<\)0.80). If the indicators load well on the intended variables, and the cross-loads with other latent variables that they are not intended to measure are low, then the reflective model fulfills the condition of discriminated validity. Previous studies indicate the existence of a simple factor structure in a constructed model provided that the expected loads are greater than 0.7 (some use 0.6) and the cross-loads are below 0.6 [114]. Table 4a shows the existence of simple structures of factors that strengthen the label significance of the other latent variables due to cross-loads below level 0.6. The BI factor displays substantial cross-loads with the IM indicator (IM1: 0.581 \(>\) 0.6; IM: 0.522 \(>\) 0.6) and optimal incarnations on its own items (BI1: 0.885 \(>\) 0.7; BI2: 0.831 \(>\) 0.7; BI3: 0.942 \(>\) 0.7). If each factor of the model indicates a lower correlation with any other latent variable than with itself, the model is valid. Thus, the loads of the endogenous IM factor on its own construction exceed the minimum acceptable threshold of 0.7 (IM1 (0.918); IM2 (0.908)); while significant cross-loads were identified by the indicators EM2 (0.572), EM1 (0563), PR1 (0544), PE4 (0.523) or less marked with SI3 (0.148), FC1 (0.169) and FC3 (0.166). Similarly, the EM factor obtained high loads on EM1's own articles (0.900): EM1 (0.864) and high cross-charges with IM2 (0.595); IM1 (0.580); PS4 (0.534) (Table 4b).