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 |