Endorser Credibility, Attitude Towards Advertising and Consumers’ Purchase Intention of Beauty Soap
Table 5:
| Hypothesis |
Path |
Beta Value |
Sample Mean (M) |
SE |
t- Values |
Supported |
| H1a |
ECE -> PI |
-0.017 |
-0.014 |
0.107 |
0.163 |
No |
| H1b |
ECT -> PI |
0.334 |
0.335 |
0.095 |
3.504 |
Yes |
| H1c |
ECA -> PI |
0.167 |
0.173 |
0.079 |
2.125 |
Yes |
| H1d |
ECS -> PI |
0.164 |
0.158 |
0.090 |
1.825 |
Yes |
| H2a |
ECE -> AAD |
0.202 |
0.203 |
0.075 |
2.685 |
Yes |
| H2b |
ECT -> AAD |
0.128 |
0.125 |
0.081 |
1.584 |
No |
| H2c |
ECA -> AAD |
0.312 |
0.316 |
0.054 |
5.766 |
Yes |
| H2d |
ECS -> AAD |
0.244 |
0.245 |
0.069 |
3.532 |
Yes |
| H3 |
AAD -> PI |
0.394 |
0.392 |
0.088 |
4.455 |
Yes |
| H4a |
ECE -> AAD -> PI |
0.079 |
0.080 |
0.036 |
2.195 |
Yes |
| H4b |
ECT -> AAD -> PI |
0.050 |
0.049 |
0.033 |
1.511 |
No |
| H4c |
ECA -> AAD -> PI |
0.123 |
0.124 |
0.034 |
3.562 |
Yes |
| H4d |
ECS -> AAD -> PI |
0.096 |
0.096 |
0.034 |
2.798 |
Yes |
< Back to article
