Table 3.

Hypotheses

HypothesesPathCoefficient valueResults
Direct effects   
H1Emotional condition → WOM
Rational condition → eWOM		0.56*
0.32*		Supported
H2Emotional condition → WOM
Rational condition → eWOM		0.64*
0.38*		Supported
Moderating effects   
H3Rational condition → Product involvement → WOM
Emotional condition → Product involvement → WOM		0.53**a
0.39**		Supported
H4Rational condition → Product involvement → WOM
Emotional condition → Product involvement → WOM		0.62**a
0.42**		Supported

Notes:

aCoefficient value calculated for high involvement; *p < 0.05; **p < 0.01

[ViewLarge]
This Feature Is Available To Subscribers Only

or Create an Account

Close subscription notice
Close access options