Table 5 Results of regression analysis...

Table 5

Results of regression analysis

Hypothesis	Path	Non-standardized coefficients		Standardization factor	R²	F	95%CI	p	Result
Hypothesis	Path	B	Standard error	Beta	R²	F	95%CI	p	Result
H1	Anthropomorphic appearance → Sharing behavior	0.468	0.053	0.364	0.132	78.714	0.364–0.571	0.000^**	Supported
	Anthropomorphic appearance → Reviewing behavior	0.401	0.052	0.323	0.104	60.036	0.300–0.503	0.000^**
	Anthropomorphic appearance → Purchasing behavior	0.621	0.052	0.467	0.218	143.963	0.519–0.722	0.000^**
H2	Virtual personas → Sharing behavior	0.599	0.052	0.451	0.203	131.530	0.497–0.702	0.000^**	Supported
	Virtual personas → Reviewing behavior	0.558	0.051	0.434	0.188	119.604	0.458–0.658	0.000^**
	Virtual personas → Purchasing behavior	0.677	0.053	0.492	0.242	165.073	0.574–0.780	0.000^**
H3	Virtual ambassador-brand congruence → Sharing behavior	0.592	0.053	0.438	0.192	122.657	0.487–0.697	0.000^**	Supported
	Virtual ambassador-brand congruence → Reviewing behavior	0.504	0.053	0.386	0.149	90.343	0.400–0.608	0.000^**
	Virtual ambassador-brand congruence → Purchasing behavior	0.523	0.057	0.375	0.141	84.387	0.412–0.635	0.000^**
H4	Anthropomorphic appearance → Cognitive experience	0.495	0.053	0.378	0.143	86.145	0.390–0.600	0.000^**	Supported
	Virtual personas → Cognitive experience	0.638	0.053	0.471	0.222	147.044	0.534–0.741	0.000^**
	Virtual ambassador-brand congruence → Cognitive experience	0.477	0.057	0.347	0.121	70.726	0.366–0.588	0.000^**
	Anthropomorphic appearance → Sensory experience	0.461	0.038	0.476	0.227	151.233	0.388–0.535	0.000^**
	Virtual personas → Sensory experience	0.527	0.038	0.525	0.276	196.737	0.453–0.600	0.000^**
	Virtual ambassador-brand congruence → Sensory experience	0.556	0.038	0.546	0.298	219.432	0.482–0.629	0.000^**
	Anthropomorphic appearance → Emotional experience	0.617	0.038	0.581	0.337	262.500	0.542–0.692	0.000^**
	Virtual personas → Emotional experience	0.636	0.039	0.579	0.335	260.286	0.559–0.714	0.000^**
	Virtual ambassador-brand congruence → Emotional experience	0.594	0.042	0.533	0.284	204.290	0.513–0.676	0.000^**
H5	Cognitive experience → Sharing behavior	0.546	0.036	0.556	0.309	230.327	0.475–0.616	0.000^**	Supported
	Cognitive experience → Reviewing behavior	0.406	0.038	0.428	0.183	115.417	0.332–0.480	0.000^**
	Cognitive experience → Purchasing behavior	0.542	0.038	0.534	0.285	205.450	0.468–0.616	0.000^**
	Sensory experience → Sharing behavior	0.676	0.050	0.510	0.260	181.014	0.578–0.775	0.000^**
	Sensory experience → Reviewing behavior	0.549	0.051	0.427	0.183	115.344	0.449–0.649	0.000^**
	Sensory experience → Purchasing behavior	0.671	0.053	0.489	0.239	162.442	0.568–0.775	0.000^**
	Emotional experience → Sharing behavior	0.648	0.045	0.535	0.287	207.338	0.560–0.736	0.000^**
	Emotional experience → Reviewing behavior	0.510	0.046	0.435	0.190	120.660	0.419–0.600	0.000^**
	Emotional experience → Purchasing behavior	0.742	0.044	0.594	0.352	280.689	0.656–0.829	0.000^**

Hypothesis	Path	Non-standardized coefficients		Standardization factor	R²	F	95%CI	p	Result
Hypothesis	Path	B	Standard error	Beta	R²	F	95%CI	p	Result
H1	Anthropomorphic appearance → Sharing behavior	0.468	0.053	0.364	0.132	78.714	0.364–0.571	0.000^**	Supported
	Anthropomorphic appearance → Reviewing behavior	0.401	0.052	0.323	0.104	60.036	0.300–0.503	0.000^**
	Anthropomorphic appearance → Purchasing behavior	0.621	0.052	0.467	0.218	143.963	0.519–0.722	0.000^**
H2	Virtual personas → Sharing behavior	0.599	0.052	0.451	0.203	131.530	0.497–0.702	0.000^**	Supported
	Virtual personas → Reviewing behavior	0.558	0.051	0.434	0.188	119.604	0.458–0.658	0.000^**
	Virtual personas → Purchasing behavior	0.677	0.053	0.492	0.242	165.073	0.574–0.780	0.000^**
H3	Virtual ambassador-brand congruence → Sharing behavior	0.592	0.053	0.438	0.192	122.657	0.487–0.697	0.000^**	Supported
	Virtual ambassador-brand congruence → Reviewing behavior	0.504	0.053	0.386	0.149	90.343	0.400–0.608	0.000^**
	Virtual ambassador-brand congruence → Purchasing behavior	0.523	0.057	0.375	0.141	84.387	0.412–0.635	0.000^**
H4	Anthropomorphic appearance → Cognitive experience	0.495	0.053	0.378	0.143	86.145	0.390–0.600	0.000^**	Supported
	Virtual personas → Cognitive experience	0.638	0.053	0.471	0.222	147.044	0.534–0.741	0.000^**
	Virtual ambassador-brand congruence → Cognitive experience	0.477	0.057	0.347	0.121	70.726	0.366–0.588	0.000^**
	Anthropomorphic appearance → Sensory experience	0.461	0.038	0.476	0.227	151.233	0.388–0.535	0.000^**
	Virtual personas → Sensory experience	0.527	0.038	0.525	0.276	196.737	0.453–0.600	0.000^**
	Virtual ambassador-brand congruence → Sensory experience	0.556	0.038	0.546	0.298	219.432	0.482–0.629	0.000^**
	Anthropomorphic appearance → Emotional experience	0.617	0.038	0.581	0.337	262.500	0.542–0.692	0.000^**
	Virtual personas → Emotional experience	0.636	0.039	0.579	0.335	260.286	0.559–0.714	0.000^**
	Virtual ambassador-brand congruence → Emotional experience	0.594	0.042	0.533	0.284	204.290	0.513–0.676	0.000^**
H5	Cognitive experience → Sharing behavior	0.546	0.036	0.556	0.309	230.327	0.475–0.616	0.000^**	Supported
	Cognitive experience → Reviewing behavior	0.406	0.038	0.428	0.183	115.417	0.332–0.480	0.000^**
	Cognitive experience → Purchasing behavior	0.542	0.038	0.534	0.285	205.450	0.468–0.616	0.000^**
	Sensory experience → Sharing behavior	0.676	0.050	0.510	0.260	181.014	0.578–0.775	0.000^**
	Sensory experience → Reviewing behavior	0.549	0.051	0.427	0.183	115.344	0.449–0.649	0.000^**
	Sensory experience → Purchasing behavior	0.671	0.053	0.489	0.239	162.442	0.568–0.775	0.000^**
	Emotional experience → Sharing behavior	0.648	0.045	0.535	0.287	207.338	0.560–0.736	0.000^**
	Emotional experience → Reviewing behavior	0.510	0.046	0.435	0.190	120.660	0.419–0.600	0.000^**
	Emotional experience → Purchasing behavior	0.742	0.044	0.594	0.352	280.689	0.656–0.829	0.000^**

Note(s): ^*p < 0.05; ^**p < 0.01

Source(s): Author’s own work

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