Standardized weights – video sharing
| Hypotheses | Path coefficient | Standard deviation | t-statistics (|O/STDEV|) | p-values |
|---|---|---|---|---|
| Social value → likelihood to share | 0.209 | 0.071 | 2.924 | 0.003 |
| Social value → brand equity | 0.477 | 0.074 | 6.402 | 0.000 |
| Product category involvement → social value | 0.492 | 0.045 | 10.924 | 0.000 |
| Product category involvement → functional value | 0.481 | 0.045 | 10.763 | 0.000 |
| Product category involvement → entertainment value | 0.329 | 0.056 | 5.878 | 0.000 |
| Functional value → likelihood to share | 0.126 | 0.068 | 1.861 | 0.063 ns |
| Functional value → brand equity | 0.132 | 0.079 | 1.690 | 0.091 ns |
| Entertainment value → likelihood to share | 0.489 | 0.048 | 10.224 | 0.000 |
| Entertainment value → brand equity | 0.027 | 0.052 | 0.513 | 0.608 ns |
| Hypotheses | Path coefficient | Standard deviation | ||
|---|---|---|---|---|
| Social value → likelihood to share | 0.209 | 0.071 | 2.924 | 0.003 |
| Social value → brand equity | 0.477 | 0.074 | 6.402 | 0.000 |
| Product category involvement → social value | 0.492 | 0.045 | 10.924 | 0.000 |
| Product category involvement → functional value | 0.481 | 0.045 | 10.763 | 0.000 |
| Product category involvement → entertainment value | 0.329 | 0.056 | 5.878 | 0.000 |
| Functional value → likelihood to share | 0.126 | 0.068 | 1.861 | 0.063 ns |
| Functional value → brand equity | 0.132 | 0.079 | 1.690 | 0.091 ns |
| Entertainment value → likelihood to share | 0.489 | 0.048 | 10.224 | 0.000 |
| Entertainment value → brand equity | 0.027 | 0.052 | 0.513 | 0.608 ns |
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