Validation
Under the measurement model, two types of validity are relevant- convergent validity and discriminant validity. It refers to the extent to which multiple items measure the same concept are in agreement. As posited by Hair et al. (2010), factor loadings, composite reliability and average variance were used in assessing convergence validity. The standard measures for these elements are Loadings (> 0.7), CR (> 0.7) and AVE (> 0.5). If the measures are above the cut-off values, then the measures are said to have adequate convergent validity.
Discriminant validity, on the other hand, is the degree to which items differentiated among the study construct or measure distinct concepts/ variables by examining the correlations between the measures of a possible overlapping construct. Items should load strongly in their construct in the model, and the mean variance shared between each construct, and its measure should be greater than the variance shared between the construct and other constructs (Fornell & Larcker, 1981, Campeau et al., 1999)