Stage III: partially mediated model
| Hypothesis | Path | Estimate | β | p | Result |
|---|---|---|---|---|---|
| H1a | Disposition to engage → Engagement on physical platforms | 0.92 | 0.65 | * | Supported |
| H1b | Disposition to engage → Engagement on virtual platforms | 0.56 | 0.74 | * | Supported |
| H2a | Engagement on virtual platforms → Value-in-use (Experience) | 0.95 | 0.83 | * | Supported |
| H2b | Engagement on physical platforms → Value-in-use (Experience) | −0.04 | −0.06 | 0.13 | Rejected |
| H3a | Engagement on virtual platforms → Brand loyalty | 0.74 | 0.92 | * | Supported |
| H3b | Engagement on physical platforms → Brand loyalty | −0.02 | −0.05 | 0.29 | Rejected |
| H4a | Engagement on virtual platforms → Word-of-mouth | 1.16 | 0.70 | * | Supported |
| H4b | Engagement on physical platforms → Word-of-mouth | −0.02 | −0.02 | 0.59 | Rejected |
| Path | Estimate | Result | |||
|---|---|---|---|---|---|
| Disposition to engage → Engagement on physical platforms | 0.92 | 0.65 | |||
| Disposition to engage → Engagement on virtual platforms | 0.56 | 0.74 | |||
| Engagement on virtual platforms → Value-in-use (Experience) | 0.95 | 0.83 | |||
| Engagement on physical platforms → Value-in-use (Experience) | −0.04 | −0.06 | 0.13 | ||
| Engagement on virtual platforms → Brand loyalty | 0.74 | 0.92 | |||
| Engagement on physical platforms → Brand loyalty | −0.02 | −0.05 | 0.29 | ||
| Engagement on virtual platforms → Word-of-mouth | 1.16 | 0.70 | |||
| Engagement on physical platforms → Word-of-mouth | −0.02 | −0.02 | 0.59 |
Notes:
*p < 0.01, model fit: χ2 = 589.406; df = 138; χ2/df = 4.27; p = 0.000; ***CFI = 0.933; IFI = 0.934; RMSEA = 0.076; standardized RMR = 0.554; GFI = 0.911; n = 677; β = unstandardized estimate; p = significance
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