Mediation relationship
| Hypothesis | Relationship | Direct effect | p-value | Indirect effect | p-value | Mediation |
|---|---|---|---|---|---|---|
| H7 | Co-creation experience → Co-creation self-efficacy → Value co-creation behavior | 0.901 | 0.000 | −1.088 | 0.027 | Competitive (partial) mediation |
| H8 | Co-creation experience → Co-creation engagement → Value co-creation behavior | 0.901 | 0.000 | −2.645 | 0.004 | Competitive (partial) mediation |
| H9 | Co-creation experience → Co-creation self-efficacy → Co-creation engagement | 0.223 | 0.002 | 0.089 | 0.003 | Complementary (partial) mediation |
| Hypothesis | Relationship | Direct effect | Indirect effect | Mediation | ||
|---|---|---|---|---|---|---|
| Co-creation experience → Co-creation self-efficacy → Value co-creation behavior | 0.901 | 0.000 | −1.088 | 0.027 | Competitive (partial) mediation | |
| Co-creation experience → Co-creation engagement → Value co-creation behavior | 0.901 | 0.000 | −2.645 | 0.004 | Competitive (partial) mediation | |
| Co-creation experience → Co-creation self-efficacy → Co-creation engagement | 0.223 | 0.002 | 0.089 | 0.003 | Complementary (partial) mediation |
Source(s): Authors' own compilation
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