Estimation results of the mediation effects
| Mediation effects | Effect | CIlow | CIhigh |
|---|---|---|---|
| Market orientation → functional value → new product advantage [H4] | 0.08* | 0.03 | 0.14 |
| Market orientation → emotional value → new product advantage [H5] | 0.02* | 0.01 | 0.05 |
| Strategic design orientation → functional value → new product advantage [H6] | 0.05* | 0.01 | 0.10 |
| Strategic design orientation → emotional value → new product advantage [H7] | 0.03† | −0.01 | 0.07 |
| Mediation effects | Effect | ||
|---|---|---|---|
| Market orientation → functional value → new product advantage [ | 0.08 | 0.03 | 0.14 |
| Market orientation → emotional value → new product advantage [ | 0.02 | 0.01 | 0.05 |
| Strategic design orientation → functional value → new product advantage [ | 0.05 | 0.01 | 0.10 |
| Strategic design orientation → emotional value → new product advantage [ | 0.03† | −0.01 | 0.07 |
**p < 0.01, *p < 0.05, †p < 0.10; bootstrap sample size = 2,000; CI: 95% confidence interval
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