Table 4 Path coefficients of model and significant testing of hypotheses (Direct Effect)
From: Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior
Structural Path | Path Coefficients (t-value) | Confidence Interval | P-value (0.05%) | Results |
|---|---|---|---|---|
E➙CB | 0.223 (5.836) | (0.152–0.305) | 0.001 | Accepted |
A➙CB | 0.231 (4.462) | (0.132–0.342) | 0.000 | Accepted |
C➙CB | 0.082 (2.733) | (0.023–0.143) | 0.004 | Accepted |
AT➙CB | 0.348 (7.924) | (0.262–0.432) | 0.000 | |
E➙AT | 0.331 (7.826) | (0.247–0.413) | 0.000 | |
A➙AT | 0.301 (5.472) | (0.192–0.408) | 0.011 | |
C➙AT | 0.094 (2.523) | (0.018–0.171) | 0.001 |