Path coefficients of the causal model
| Hypothesis | Path | Coefficient | p | Result |
|---|---|---|---|---|
| H1 | Perceived quality → Positive eWOM intention | 0.040 | 0.753 | Not supported |
| H2 | Perceived quality → Negative eWOM intention | −0.100 | 0.428 | Not supported |
| H3 | Brand trust → Positive eWOM intention | −0.162 | 0.196 | Not supported |
| H4 | Brand trust → Negative eWOM intention | −0.401 | 0.001 | Supported |
| H5 | Price perception → Positive eWOM intention | 0.089 | 0.373 | Not supported |
| H6 | Price perception → Negative eWOM intention | 0.097 | 0.330 | Not supported |
| H7 | Social media usage → Positive eWOM intention | 0.347 | <0.001 | Supported |
| H8 | Social media usage → Negative eWOM intention | 0.270 | <0.001 | Supported |
| H9 | Marketing mavenism → Positive eWOM intention | 0.247 | 0.026 | Supported |
| H10 | Marketing mavenism → Negative eWOM intention | 0.157 | 0.154 | Not supported |
| H11 | Need to evaluate → Positive eWOM intention | 0.425 | <0.001 | Supported |
| H12 | Need to evaluate → Negative eWOM intention | 0.504 | <0.001 | Supported |
| H13 | Positive eWOM intention → Intention to repurchase | 0.362 | <0.001 | Supported |
| H14 | Negative eWOM intention → Intention to repurchase | −0.182 | 0.005 | Supported |
| Hypothesis | Path | Coefficient | Result | |
|---|---|---|---|---|
| Perceived quality → Positive eWOM intention | 0.040 | 0.753 | Not supported | |
| Perceived quality → Negative eWOM intention | −0.100 | 0.428 | Not supported | |
| Brand trust → Positive eWOM intention | −0.162 | 0.196 | Not supported | |
| Brand trust → Negative eWOM intention | −0.401 | 0.001 | Supported | |
| Price perception → Positive eWOM intention | 0.089 | 0.373 | Not supported | |
| Price perception → Negative eWOM intention | 0.097 | 0.330 | Not supported | |
| Social media usage → Positive eWOM intention | 0.347 | <0.001 | Supported | |
| Social media usage → Negative eWOM intention | 0.270 | <0.001 | Supported | |
| Marketing mavenism → Positive eWOM intention | 0.247 | 0.026 | Supported | |
| Marketing mavenism → Negative eWOM intention | 0.157 | 0.154 | Not supported | |
| Need to evaluate → Positive eWOM intention | 0.425 | <0.001 | Supported | |
| Need to evaluate → Negative eWOM intention | 0.504 | <0.001 | Supported | |
| Positive eWOM intention → Intention to repurchase | 0.362 | <0.001 | Supported | |
| Negative eWOM intention → Intention to repurchase | −0.182 | 0.005 | Supported |
Source(s): Table by authors
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