Table 5. The direct and indirect effect...

Table 5.

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

Mediation hypotheses direct effect indirect effect
		β	S.D	t-value	β	S.D	t-value
H3a	CSRLC → RMO → CPB	0.276	0.057	4.847	0.102	0.027	3.813	Supported
H3b	CSRLC → RMO → CCB	0.240	0.071	3.367	0.093	0.028	3.357	Supported
H4a	CSRS → RMO → CPB	0.128	0.041	3.156	0.075	0.030	2.531	Supported
H4b	CSRS → RMO → CCB	0.114	0.049	2.335	0.069	0.028	2.494	Supported

Mediation hypotheses direct effect indirect effect
		β	S.D	t-value	β	S.D	t-value
H3a	CSRLC → RMO → CPB	0.276	0.057	4.847	0.102	0.027	3.813	Supported
H3b	CSRLC → RMO → CCB	0.240	0.071	3.367	0.093	0.028	3.357	Supported
H4a	CSRS → RMO → CPB	0.128	0.041	3.156	0.075	0.030	2.531	Supported
H4b	CSRS → RMO → CCB	0.114	0.049	2.335	0.069	0.028	2.494	Supported

Notes:

CSLC = Local community-related corporate social responsibility, CSES = Supplier-related corporate social responsibility, RMO = relationship marketing orientation, CPB = customer participation behavior, CCB = customer citizenship behavior, CSRS = corporate social responsibility supplier

[ViewLarge]

Sharing Unavailable