Structural model results
| Hypothesized paths | β | t-Value | Hypothesis result |
|---|---|---|---|
| H1: social augmenter reputation→satisfaction | 0.25*** | 6.72 | Supported |
| H2: coach-student interaction→satisfaction | 0.18*** | 5.06 | Supported |
| H3: student-student interaction→satisfaction | 0.40*** | 10.26 | Supported |
| H4: satisfaction→brand identification | 0.91*** | 15.33 | Supported |
| H5: satisfaction→willingness to recommend | 0.94*** | 16.45 | Supported |
| H6: satisfaction→willingness to incur premium cost | 0.52*** | 12.28 | Supported |
| R2 | |||
| Satisfaction | 0.47 | ||
| Brand identification | 0.31 | ||
| Willingness to recommend | 0.35 | ||
| Willingness to incur premium cost | 0.27 | ||
| Hypothesized paths | Hypothesis result | ||
|---|---|---|---|
| 0.25*** | 6.72 | Supported | |
| 0.18*** | 5.06 | Supported | |
| 0.40*** | 10.26 | Supported | |
| 0.91*** | 15.33 | Supported | |
| 0.94*** | 16.45 | Supported | |
| 0.52*** | 12.28 | Supported | |
| Satisfaction | 0.47 | ||
| Brand identification | 0.31 | ||
| Willingness to recommend | 0.35 | ||
| Willingness to incur premium cost | 0.27 | ||
Note: ***Significant at p<0.001