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

Table 6:

Total effect of CBE on PI   Direct effect of CBE on PI   Indirect effect of CBE on PI
Coefficient t-value Coefficient t-value Point estimate Percentile of bootstrapa
                  95% confidence interval
.742*** 18.695 H1 = c' .696 11.952 Total effect = a1b1 15,083
H2 = a1b1 (via IM) 22,554
a5,000 bootstrap samples. ⁎⁎⁎ p < 0.001 (based on t(4999), one-tailed test) t(0.001, 4999) = 3.09.
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