Paths | Direct effect | Indirect effect | Total effect | Determined variance |
On intention to e-shopping from |
|
|
| 34% |
Brand capital | (3.23) **0.26 | - | **0.26 | |
Value capital | (3.24) **0.25 | - | **0.25 | |
Relational capital | (2.12) *0.19 | (4.24) **0.270 | (6.74) **0.46 | |
Social media marketing | - | (5.99) **0.30 | **0.30 | |
On brand capital from |
|
|
| 39% |
Relational capital | (8.25) **0.57 | - | **0.57 | |
Social media marketing | (2.06) *0.11 | (5.34) **0.27 | (5.26) **0.38 | |
On value capital from |
|
|
| 38% |
Relational capital | (6.92) **0.48 | - | **0.48 | |
Social media marketing | (3.31) **0.23 | (4.93) **0.23 | 0.46** (6.64) | |
On relational capital from |
|
|
| 23% |
Social media marketing | (6.97) **0.47 | - | **0.47 |