Path

Standardized path coefficient

Standard Deviation

C.R.

p

Results

H1a: brand image ← Challenging

0.13

0.12

1.598

0.11

no influence

H1b: brand image ← Enthusiasm

0.395

0.077

4.366

***

positive influence

H1c: brand image ← Dependence of others’ comments

−0.006

0.112

−0.076

0.939

no influence

H1d: brand image ← Selection of simple

0.075

0.191

1.026

0.305

no influence

H1e: brand image ← Focus of interpersonal competition

0.256

0.14

2.544

0.011

no influence

H1f: brand image ← Pursuit of return

0.869

0.59

3.672

***

positive influence

H2a: brand awareness ← Challenging

0.088

0.086

1.309

0.19

no influence

H2b: brand awareness ← Enthusiasm

0.646

0.097

4.928

***

positive influence

H2c: brand awareness ← Dependence of others’ comments

−0.311

0.117

−3.075

**

positive influence

H2d: brand awareness ← Selection of simple

0.107

0.157

1.526

0.127

no influence

H2e: brand awareness ← Focus of interpersonal competition

0.302

0.124

2.949

**

positive influence

H2f: brand awareness ← Pursuit of return

0.613

0.415

3.192

**

positive influence

H3a: brand loyalty ← brand image

−1.527

0.616

−5.535

***

positive influence

H3b: brand loyalty ← brand awareness

2.064

1.007

5.288

***

positive influence