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Reflection of Customer-Brand Engagement on Purchase Intention in Social Media

Table 5:

Effects on endogenous variables Direct effect t-Value (bootstrap) Percentile 95% confidence interval Explained variance
Information motivation (IM)(R2 = 0.218)• Purchase Intention (a1) .467 7.452 [0.32; 0.45] Sig 236%
Purchase Intention(R2 = 0.551/Q2 = 0.118)• H1: Customer-brand engagement (c') .696 11.952 [0.56; 0.67] Sig 55%
• Information motivation (b1) .130 1.961 [0.24; 0. 35] Sig 11.84%
⁎⁎⁎ p < 0.001, ⁎⁎ p < 0.01 (based on t(4999), one-tailed test) t(0.01. 4999) = 2.33, t(0.001, 4999) = 3.09 Sig. denotes a significant direct effect at 0.05.
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