Table 4. The direct effect of CSR...

Table 4.

The direct effect of CSR activities on customer value co-creation behavior

	Direct hypotheses	β	SD	t-value	R²	f²
H1a	CSRLC → CPB	0.390	0.050	7.777	0.272	0.190	Supported
H1b	CSRLC → CCB	0.337	0.070	4.798		0.133	Supported
H2a	CSRS → CPB	0.199	0.049	4.035	0.182	0.049	Supported
H2b	CSRS → CCB	0.183	0.056	3.239		0.039	Supported

	Direct hypotheses	β	SD	t-value	R²	f²
H1a	CSRLC → CPB	0.390	0.050	7.777	0.272	0.190	Supported
H1b	CSRLC → CCB	0.337	0.070	4.798		0.133	Supported
H2a	CSRS → CPB	0.199	0.049	4.035	0.182	0.049	Supported
H2b	CSRS → CCB	0.183	0.056	3.239		0.039	Supported

Notes:

CSRLC = Local Community-oriented corporate social responsibility, CSRS = Supplier-oriented corporate social responsibility, CPB = customer participation behavior, CCB = customer citizenship behavior

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