Structural model results
| Structural relationship | β | t-value | p-value | Hypothesis testing |
|---|---|---|---|---|
| H1: Gameful experience → LOY | 0.053 | 0.993 | 0.160 | Rejected |
| H2: Gameful experience → INT | 0.275 | 3.859** | 0.000 | Accepted |
| H3: Gameful experience → CBE → LOY | 0.275 | 5.546** | 0.000 | Accepted |
| H4: Gameful experience → CBE → INT | 0.056 | 1.985* | 0.024 | Accepted |
| H5: SIC* Gameful experience → CBE | −0.137 | 4.486** | 0.000 | Rejected |
| H6: SIC* Gameful experience → LOY | 0.024 | 1.033 | 0.151 | Rejected |
| H7: SIC* Gameful experience → INT | 0.130 | 4.025** | 0.000 | Accepted |
| R2 (CBE) = 0.498; R2 (INT) = 0.465; R2 (LOY) = 0.677 | ||||
| Q2 (CBE) = 0.369; Q2 (INT) = 0.391; Q2 (LOY) = 0.518 | ||||
| Hypothesis testing | ||||
|---|---|---|---|---|
| 0.053 | 0.993 | 0.160 | Rejected | |
| 0.275 | 3.859 | 0.000 | Accepted | |
| 0.275 | 5.546 | 0.000 | Accepted | |
| 0.056 | 1.985 | 0.024 | Accepted | |
| −0.137 | 4.486 | 0.000 | Rejected | |
| 0.024 | 1.033 | 0.151 | Rejected | |
| 0.130 | 4.025 | 0.000 | Accepted | |
Notes:
Brand loyalty (LOY), intention to use (INT), customer-brand engagement (CBE), self-image congruity (SIC).
*p < 0.05, **p < 0.01. Analysis was run at 5% significance level
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