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 ( | Standard deviation | Conclusion | ||
|---|---|---|---|---|
| Direct effect | ||||
| Indirect experience → Consumer affinity | 0.622** | 0.00 | 223.74** | |
| Direct experience → Consumer affinity | 0.301** | 0.03 | 28.04** | |
| Consumer affinity → Perceived value | 0.482** | 0.06 | 4.58** | |
| Country image → Perceived value | 0.300** | 0.06 | 8.38** | |
| Ethnocentrism → Perceived value | 0.020 (ns) | 0.05 | 0.53 | |
| Consumer affinity → Reluctance to buy | −0.479** | 0.06 | 12.94** | |
| Country image → Reluctance to buy | −0.310** | 0.06 | 2.96** | |
| Perceived value → Reluctance to buy | −0.419** | 0.08 | 3.69** | |
| Ethnocentrism → Reluctance to buy | 0.202* | 0.05 | 6.61** | |
| Moderating effect | ||||
| Consumer affinity x Image crises → Reluctance to buy | 0.131 | 0.05 | 2.40* | |
| Country image x Image crises → Reluctance to buy | 0.187 | 0.05 | 3.75** | |
| Perceived value x Image crises → Reluctance to buy | 0.105 | 0.06 | 1.79 | |
| Consumer ethnocentrism x Image crises → Reluctance to buy | 0.103 | 0.06 | 5.96** | |
Note(s): Significant for * <0.05 and ** <0.01
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