Evaluation of the structural model
| Hypotheses | Path | Supported | f2 | Q2 | R2 | |
|---|---|---|---|---|---|---|
| H1 | Brand Trust → OBC Trust | 0.647*** | Yes | 0.718 | ||
| H2 | Brand Trust → Repurchase int. | 0.605*** | Yes | 0.382 | ||
| H3 | OBC Trust → Repurchase int. | 0.087** | Yes | 0.008 | ||
| H4 | Brand Trust → Positive eWOM | 0.254*** | Yes | 0.064 | ||
| H5 | OBC Trust → Positive eWOM | 0.213*** | Yes | 0.061 | ||
| H6 | Repurchase int. → Positive eWOM | 0.413*** | Yes | 0.222 | ||
| Brand trust | 0.472 | |||||
| OBC trust | 0.530 | 0.418 | ||||
| Repurchase intention | 0.591 | 0.442 | ||||
| Positive eWOM intention | 0.570 | 0.573 | ||||
| Hypotheses | Path | Supported | f2 | Q2 | ||
|---|---|---|---|---|---|---|
| Brand Trust → OBC Trust | 0.647 | Yes | 0.718 | |||
| Brand Trust → Repurchase int. | 0.605 | Yes | 0.382 | |||
| OBC Trust → Repurchase int. | 0.087 | Yes | 0.008 | |||
| Brand Trust → Positive eWOM | 0.254 | Yes | 0.064 | |||
| OBC Trust → Positive eWOM | 0.213 | Yes | 0.061 | |||
| Repurchase int. → Positive eWOM | 0.413 | Yes | 0.222 | |||
| Brand trust | 0.472 | |||||
| OBC trust | 0.530 | 0.418 | ||||
| Repurchase intention | 0.591 | 0.442 | ||||
| Positive eWOM intention | 0.570 | 0.573 | ||||
Notes:
Bootstrapping = 5,000; blindfolding = omission distance 7; ***p < 0.001, **p < 0.05. SRMR = 0.050
Sharing content requires targeting cookies to be enabled. Please update your cookie preferences to use this feature.