5. Findings and discussion
The measurement model in PLS is assessed in terms of inter-construct correlations, item-to-construct correlations, Cronbach's alphas, composite reliabilities, and the average variance extracted for each construct (Ruiz, Gremler, Washburn & Carrion, 2010 ). An item was considered to be reliable if its loading was greater than 0.7. The convergent validity was assessed by using average variance extracted (AVE), which must exceed a standard minimum level of 0.5 (Fornell & Larcker, 1981). The reliability of the measures was examined through the use of composite reliability and Cronbach's alpha. In general, the minimum value of composite reliability is 0.7 (Nunnally, 1978), and the minimum value of Cronbach's alpha is 0.7 (Cronbach, 1951; Setbon & Raude, 2010). The discriminant validity was assessed using the square root of average variance extracted and latent variable correlations. The square root of average variance extracted of each construct should exceed the correlation shared between one construct and other constructs in the model (Huang, Huang, Huang & Lin, 2012a). Tables 2 and 3 show the results of the measurement model to be acceptable since all the values met the standard levels.