Table 6 Results of the gender multigroup...

Table 6

Results of the gender multigroup analysis hypothesis testing

Hypothesis	Path	PC difference (male vs female)	p-value PLS-MGA	p-value parametric	p-value Welch-Satterthwait	Decision
H5a	PEàPBC	0.050	0.761	0.749	0.751	Not Supported
H5b	SEV à PBC	−0.371	0.032	0.028	0.030	Supported
H5c	PEC à PBC	0.434	0.025	0.024	0.026	Supported
H5d	PBC à BE	−0.190	0.087	0.028	0.030	Not Supported

Hypothesis	Path	PC difference (male vs female)	p-value PLS-MGA	p-value parametric	p-value Welch-Satterthwait	Decision
H5a	PEàPBC	0.050	0.761	0.749	0.751	Not Supported
H5b	SEV à PBC	−0.371	0.032	0.028	0.030	Supported
H5c	PEC à PBC	0.434	0.025	0.024	0.026	Supported
H5d	PBC à BE	−0.190	0.087	0.028	0.030	Not Supported

Note(s): In Henseler’s MGA method, the p-value lower than 0.05 or higher than 0.95 indicates the 5% level significant differences between specific path coefficients across two groups; p < 0.10

PC, Path coefficient; 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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