Table 6

Results of the gender multigroup analysis hypothesis testing

HypothesisPathPC difference (male vs female)p-value PLS-MGAp-value parametricp-value Welch-SatterthwaitDecision
H5aPEàPBC0.0500.7610.7490.751Not Supported
H5bSEV à PBC−0.3710.0320.0280.030Supported
H5cPEC à PBC0.4340.0250.0240.026Supported
H5dPBC à BE−0.1900.0870.0280.030Not 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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