Hypothesis testing
| Hypothesis | Path | Path coefficient(β) | SE | T-statistics | p-values | Decision |
|---|---|---|---|---|---|---|
| H1 | PEà PBC | 0.436 | 0.083 | 5.279 | 0.000 | Supported |
| H2 | SEV à PBC | 0.328 | 0.087 | 3.764 | 0.000 | Supported |
| H3 | PEC à PBC | 0.101 | 0.106 | 0.951 | 0.342 | Not Supported |
| H4 | PBC à BE | 0.665 | 0.056 | 11.908 | 0.000 | Supported |
| Hypothesis | Path | Path coefficient(β) | SE | Decision | ||
|---|---|---|---|---|---|---|
| PEà PBC | 0.436 | 0.083 | 5.279 | 0.000 | Supported | |
| SEV à PBC | 0.328 | 0.087 | 3.764 | 0.000 | Supported | |
| PEC à PBC | 0.101 | 0.106 | 0.951 | 0.342 | Not Supported | |
| PBC à BE | 0.665 | 0.056 | 11.908 | 0.000 | Supported |
Note(s): PE, Perceived enjoyment; PBC, Perceived brand coolness; SEV, Online self-expressive value; PEC, Perceived emotional challenge; BE, Brand equity
Source(s): Table denoted by authors
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