Hypothesis testing
| Hypotheses | Path | Path coefficients | t-statistics (|O/STDEV|) | p-values | Remarks |
|---|---|---|---|---|---|
| H1a | FD → CC | 0.569*** | 11.131 | 0.000 | Supported |
| H1b | FD → TP | 0.503*** | 8.396 | 0.000 | Supported |
| H2a | CN → CC | 0.318*** | 5.691 | 0.000 | Supported |
| H2b | CN → TP | 0.328*** | 5.454 | 0.000 | Supported |
| H3a | CC → AEI | 0.231*** | 3.493 | 0.000 | Supported |
| H3b | TP → AEI | 0.637*** | 10.030 | 0.000 | Supported |
| H4 | AEI → AEL | 0.761*** | 22.518 | 0.000 | Supported |
| Hypotheses | Path | Path coefficients | Remarks | ||
|---|---|---|---|---|---|
| FD → CC | 0.569*** | 11.131 | 0.000 | Supported | |
| FD → TP | 0.503*** | 8.396 | 0.000 | Supported | |
| CN → CC | 0.318*** | 5.691 | 0.000 | Supported | |
| CN → TP | 0.328*** | 5.454 | 0.000 | Supported | |
| CC → AEI | 0.231*** | 3.493 | 0.000 | Supported | |
| TP → AEI | 0.637*** | 10.030 | 0.000 | Supported | |
| AEI → AEL | 0.761*** | 22.518 | 0.000 | Supported |
Note(s):
FD = Friendship; CN = Connectivity; CC = Consumer Commitment; TP = Trust Propensity; AEI = Active engagement with the Influencer; AEL = Active engagement with the Brand
* Significant at p < 0.05 level
**Significant at p < 0.01 level
***Significant at p < 0.001 level
NS Not supported at p > 0.05 level
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