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