Table 7

Results of hypothesis testing

Hypothesest valueResults
H1: TGC → COM2.706*Supported
H2: TGC → CA4.931**Supported
H3: SSC → COM14.248***Supported
H4: SSC → CA23.929***Supported
H5: COM → OCV0.011Not supported
H6: COM → SIP2.072*Supported
H7: CA → OCV5.898**Supported
H8: CA → SIP2.764*Supported
H9: OCV → SIP6.945**Supported
H10a: DMI × COM → OCV0.926Not supported
H10b: DMI × COM → SIP0.584Not supported
H11a: DMI × CA → OCV2.787*Supported
H11b: DMI × CA → SIP2.762*Supported

Note(s): *p < 0.05, **p < 0.01, ***p < 0.001

TGC stands for Trust in GenAI Competency, SSC for Supplier–Supplier Connection, COM for Compatibility of GenAI, CA for Customer Agility, DMI for Digital Marketing Innovation, OCV for Online Consumption Value, and SIP for Service Innovation Performance

Source(s): Authors’ work, derived from the statistical analysis of this study (SmartPLS, Version 4.1)
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