Table 5 Structural model results... | Emerald Publishing

Table 5

Structural model results

Relationships		Path coefficients	t-values	p-values	R²	Q²	Decision
Total and direct effects
H1	Opportunistic product recall → Protest behavior	0.384	10.221	p < 0.001	0.625 (Brand Hate)	0.505 (Brand Hate)	Supported
H2	Opportunistic product recall → Revenge	0.339	9.418	p < 0.001			Supported
Serial mediation results
H3	Opportunistic product recall → Anger → brand hate → Protest behavior	0.05	3.181	p < 0.01	0.463 (Revenge)	0.395 (Revenge)	Supported
H4	Opportunistic product recall → Regret → brand hate → Protest behavior	0.334	9.145	p <0.001	0.591 (Protest behavior)	0.497 (Protest behavior)	Supported
H5	Opportunistic Product recall → Anger → Brand hate → Revenge	0.044	3.169	p < 0.01			Supported
H6	Opportunistic product recall → Regret → Brand hate → Revenge	0.295	8.508	p < 0.001			Supported
Control variables
Gender → Customer protest behavior		0.034	0.629	p ≥ 0.05
Gender → Revenge		−0.072	1.057	p ≥ 0.05
AGE → Customer protest behavior		−0.091	1.381	p ≥ 0.05
AGE → Revenge		0.128	1.601	p ≥ 0.05
Education → Customer protest behavior		0.437	1.267	p ≥ 0.05
Education → Revenge		0.006	0.026	p ≥ 0.05
Occupation → Customer protest behavior		−0.250	2.128	p < 0.05
Occupation → Revenge		−0.119	0.797	p ≥ 0.05

Relationships		Path coefficients	t-values	p-values	R²	Q²	Decision
Total and direct effects
H1	Opportunistic product recall → Protest behavior	0.384	10.221	p < 0.001	0.625 (Brand Hate)	0.505 (Brand Hate)	Supported
H2	Opportunistic product recall → Revenge	0.339	9.418	p < 0.001			Supported
Serial mediation results
H3	Opportunistic product recall → Anger → brand hate → Protest behavior	0.05	3.181	p < 0.01	0.463 (Revenge)	0.395 (Revenge)	Supported
H4	Opportunistic product recall → Regret → brand hate → Protest behavior	0.334	9.145	p <0.001	0.591 (Protest behavior)	0.497 (Protest behavior)	Supported
H5	Opportunistic Product recall → Anger → Brand hate → Revenge	0.044	3.169	p < 0.01			Supported
H6	Opportunistic product recall → Regret → Brand hate → Revenge	0.295	8.508	p < 0.001			Supported
Control variables
Gender → Customer protest behavior		0.034	0.629	p ≥ 0.05
Gender → Revenge		−0.072	1.057	p ≥ 0.05
AGE → Customer protest behavior		−0.091	1.381	p ≥ 0.05
AGE → Revenge		0.128	1.601	p ≥ 0.05
Education → Customer protest behavior		0.437	1.267	p ≥ 0.05
Education → Revenge		0.006	0.026	p ≥ 0.05
Occupation → Customer protest behavior		−0.250	2.128	p < 0.05
Occupation → Revenge		−0.119	0.797	p ≥ 0.05

Source(s): Authors’ own work