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The Antecedents of Consumer Purchase Intention

Table 9: Hypothesis Testing Results

Hypothesis Estimate p-value Decision
H1: There is a positive influence of retailer CSR on Consumer Purchase Intention 0.491 0.001 H1 Supported
H2: There is a positive influence of retailer CSR on Brand Identification 0.822 0.000 H2 Supported
H3: There is a positive influence of retailer CSR on Word of Mouth 0.653 0.000 H3 Supported
H4: There is a positive influence of Brand Identification on Consumer Purchase Intention 0.227 0.008 H4 Supported
H5: There is a positive influence of Brand Identification on Word of Mouth 0.544 0.000 H5Supported
H6: There is a positive influence of Word of Mouth on Consumer Purchase Intention 0.258 0.005 H6 Supported
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