Path coefficients, indicator weights, and explained variance of structural model
| H | Path | Supported? | β | Z-Value | p-value |
|---|---|---|---|---|---|
| H1 | Esports fan identity → Esports event attachment | Yes | 0.615 | 11.63 | *** |
| H2 | Esports event attachment → Event word-of-mouth | Yes | 0.738 | 15.01 | *** |
| H3 | Brand fan identity → Sponsor-brand attitude | Yes | 0.372 | 7.90 | *** |
| H4 | Sponsor-brand attitude → Brand purchase intention | Yes | 0.694 | 15.60 | *** |
| H5 | Esports event attachment → Sponsor-brand attitude | Yes | 0.413 | 6.95 | *** |
| H6 | Sponsor-brand attitude → Esports event attachment | Yes | 0.300 | 5.50 | *** |
| Explained Variance | |||||
| Esports event attachment | R2 = 0.72 | ||||
| Event word-of-mouth | R2 = 0.54 | ||||
| Sponsor-brand attitude | R2 = 0.56 | ||||
| Brand purchase intention | R2 = 0.48 | ||||
| H | Path | Supported? | β | Z-Value | |
|---|---|---|---|---|---|
| Esports fan identity → Esports event attachment | Yes | 0.615 | 11.63 | *** | |
| Esports event attachment → Event word-of-mouth | Yes | 0.738 | 15.01 | *** | |
| Brand fan identity → Sponsor-brand attitude | Yes | 0.372 | 7.90 | *** | |
| Sponsor-brand attitude → Brand purchase intention | Yes | 0.694 | 15.60 | *** | |
| Esports event attachment → Sponsor-brand attitude | Yes | 0.413 | 6.95 | *** | |
| Sponsor-brand attitude → Esports event attachment | Yes | 0.300 | 5.50 | *** | |
| Esports event attachment | |||||
| Event word-of-mouth | |||||
| Sponsor-brand attitude | |||||
| Brand purchase intention | |||||
Note(s): H = hypothesis; β = beta weight; *** = significant at 0.001 level
Source(s): Authors own creation
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