Figure 3.
The path model contains six constructs, Identification, Authenticity, Credibility, Hedonic value, Informative value and Behavioral intentions. Identification leads to Hedonic value with a path coefficient of 0.626 asterisk. Authenticity leads to Hedonic value with a path coefficient of 0.202 asterisk and to Informative value with a path coefficient of 0.473 asterisk. Credibility leads to Informative value with a path coefficient of 0.362 asterisk. Hedonic value has R squared 0.581 and leads to Behavioral intentions with a path coefficient of 0.393 asterisk. Informative value has R squared 0.614 and leads to Behavioral intentions with a path coefficient of 0.317 asterisk. Behavioral intentions have R squared 0.384. A note states that the asterisk indicates p value less than 0.05.Path coefficients of the PLS model
Source: Authors’ own work