Table 5 Testing the direct relationship... | Emerald Publishing

Table 5

Testing the direct relationship

Relationships	Original sample (O)	Sample mean (M)	STDEV	T Statistics (\|O/STDEV\|)	P Values
DSR → PI	0.308	0.305	0.050	6.194	0.000
DSR → BLOY	0.602	0.604	0.032	19.055	0.000
DSR → CE	0.555	0.555	0.035	15.814	0.000
CE → PI	0.290	0.290	0.048	6.022	0.000
BLOY → PI	0.219	0.220	0.052	4.204	0.000
DSR → CE → PI	0.161	0.162	0.032	5.106	0.000
DSR → BLOY → PI	0.132	0.133	0.032	4.074	0.000
GENY × BLOY → PI	0.035	0.032	0.036	0.977	0.329

Relationships	Original sample (O)	Sample mean (M)	STDEV	T Statistics (\|O/STDEV\|)	P Values
DSR → PI	0.308	0.305	0.050	6.194	0.000
DSR → BLOY	0.602	0.604	0.032	19.055	0.000
DSR → CE	0.555	0.555	0.035	15.814	0.000
CE → PI	0.290	0.290	0.048	6.022	0.000
BLOY → PI	0.219	0.220	0.052	4.204	0.000
DSR → CE → PI	0.161	0.162	0.032	5.106	0.000
DSR → BLOY → PI	0.132	0.133	0.032	4.074	0.000
GENY × BLOY → PI	0.035	0.032	0.036	0.977	0.329

Note(s): BLOY = brand loyalty, CE = consumer behaviour, DSR = digital social responsibility, PI = purchase intention and GENY = Generation Y consumers

Source(s): By authors (2024)