| Path from–to | Std. Coeff. | p value | Test result | ||
---|---|---|---|---|---|---|
H1 | Interaction quality | → | Quality value | 0.63 | 0.003 | Supported |
H2 | Interaction quality | → | Price value | 0.31 | 0.011 | Supported |
H3 | Interaction quality | → | Social value | 0.69 | 0.002 | Supported |
H4 | Quality value | → | Positive WOM | 0.45 | 0.003 | Supported |
H5 | Price value | → | Positive WOM | 0.21 | 0.006 | Supported |
H6 | Social value | → | Positive WOM | 0.36 | 0.001 | Supported |