Table 6 Results of hypotheses testing... | Emerald Publishing

Table 6

Results of hypotheses testing

	Standardized coefficient (β)	Standard deviation	t-value	Conclusion
Direct effect
Indirect experience → Consumer affinity	0.622**	0.00	223.74**	H1a; supported
Direct experience → Consumer affinity	0.301**	0.03	28.04**	H1b; supported
Consumer affinity → Perceived value	0.482**	0.06	4.58**	H2; supported
Country image → Perceived value	0.300**	0.06	8.38**	H3; supported
Ethnocentrism → Perceived value	0.020 (ns)	0.05	0.53	H4; not supported
Consumer affinity → Reluctance to buy	−0.479**	0.06	12.94**	H5; supported
Country image → Reluctance to buy	−0.310**	0.06	2.96**	H6; supported
Perceived value → Reluctance to buy	−0.419**	0.08	3.69**	H7; supported
Ethnocentrism → Reluctance to buy	0.202*	0.05	6.61**	H8; supported
Moderating effect
Consumer affinity x Image crises → Reluctance to buy	0.131	0.05	2.40*	H9a; supported
Country image x Image crises → Reluctance to buy	0.187	0.05	3.75**	H9b; supported
Perceived value x Image crises → Reluctance to buy	0.105	0.06	1.79	H9c; not supported
Consumer ethnocentrism x Image crises → Reluctance to buy	0.103	0.06	5.96**	H9d; supported

	Standardized coefficient (β)	Standard deviation	t-value	Conclusion
Direct effect
Indirect experience → Consumer affinity	0.622**	0.00	223.74**	H1a; supported
Direct experience → Consumer affinity	0.301**	0.03	28.04**	H1b; supported
Consumer affinity → Perceived value	0.482**	0.06	4.58**	H2; supported
Country image → Perceived value	0.300**	0.06	8.38**	H3; supported
Ethnocentrism → Perceived value	0.020 (ns)	0.05	0.53	H4; not supported
Consumer affinity → Reluctance to buy	−0.479**	0.06	12.94**	H5; supported
Country image → Reluctance to buy	−0.310**	0.06	2.96**	H6; supported
Perceived value → Reluctance to buy	−0.419**	0.08	3.69**	H7; supported
Ethnocentrism → Reluctance to buy	0.202*	0.05	6.61**	H8; supported
Moderating effect
Consumer affinity x Image crises → Reluctance to buy	0.131	0.05	2.40*	H9a; supported
Country image x Image crises → Reluctance to buy	0.187	0.05	3.75**	H9b; supported
Perceived value x Image crises → Reluctance to buy	0.105	0.06	1.79	H9c; not supported
Consumer ethnocentrism x Image crises → Reluctance to buy	0.103	0.06	5.96**	H9d; supported

Note(s): Significant for * $ρ$ <0.05 and ** $ρ$ <0.01

Source(s): Authors’ own work