Figure 1.
The path model contains six constructs, Identification, Authenticity, Credibility, Hedonic value, Informative value and Behavioral intention. Identification leads to Hedonic value through H 1. Authenticity leads to Hedonic value through H 2 and to Informative value through H 3. Credibility leads to Informative value through H 4. Hedonic value leads to Behavioral intention through H 5. Informative value leads to Behavioral intention through H 6. All relationships are shown with directional arrows from the originating construct to the receiving construct.Research model
Source: Authors’ own work