Table 2

Hypothesis testing

HypothesisBeta coefficientsProposed effectResults
Museum experience → Satisfaction (H1)0.293***+Supported
Satisfaction → Loyalty (H2)0.199**+Supported
Loyalty → WPM (H3)0.329*+Supported
Satisfaction → WPM (H4)0.493**+Supported
NT*Satisfaction → WPM (H5)0.079*+Supported
Overall Coefficient of determination (R2)0.446  

Note(s): ***p ≤ 0.001, **p ≤ 0.01, *p ≤ 0.05

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