Table 4.

Hypothesis testing

PathsSilver generationGeneration XGeneration Y
βDecisionβDecisionβDecision
Direct effects
H1: PERENJ → PU0.527***Supported0.457***Supported0.654***Supported
H2: PPFN → PU0.096Not supported0.210***Supported0.152***Supported
H3a: PU → WOM0.261**Supported0.323***Supported0.413***Supported
H3b: PU → CLOY0.257***Supported0.308***Supported0.510***Supported
Mediating effects
H3c: PERENJ → PU → WOM0.138*Supported0.148***Supported0.270***Supported
H3d: PERENJ → PU → CLOY0.136**Supported0.141***Supported0.334***Supported
H3e: PPFN → PU → WOM0.025Not supported0.068*Supported0.063***Supported
H3f: PPFN → PU→ CLOY0.025Not supported0.064**Supported0.077***Supported
Moderating effects
H4a: INTM*PUWOM → WOM−0.030Not supported−0.029Not supported−0.153***Supported
H4b: INTM*PUCL → CLOY−0.027Not supported−0.126***Supported−0.098***Supported

Notes:

1CLOY = customer loyalty; INTM = intimacy; PERENJ = perceived enjoyment; PPFN = perceived playfulness; PU = perceived usefulness; WOM = word of mouth;

2***, ** and *indicate significance level @0.1, 5 and 10%, respectively

[ViewLarge]
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal