Causal Path Relationships

Hypotheses (proposed direction/sign)

Standardized Coefficient (p value)

Model 1

Model 2

Motivation for CRM to Skepticism

H1 (−ve)

−0.57**

−0.63**

Customer cause compatibility to Skepticism

H2 (−ve)

0.12*

0.19*

Company’s favorable image to Skepticism

H3 (−ve)

−0.24*

−0.37*

NPO’s favorable image to Skepticism

H4 (−ve)

−0.44**

−0.46**

Cause-company fit to Skepticism

H5 (−ve)

0.28*

0.32*

Favorable CRM communication to Skepticism

H6 (−ve)

−0.35*

−0.47**

Hedonism to Skepticism

H7 (−ve)

−0.42*

−0.41*

Utilitarianism to Skepticism

H8 (+ve)

0.31*

0.37*

Skepticism to purchase intention

H9 (−ve)

−0.34*

−0.37**

Two-way interactions

Social Motivation × Hedonism

0.51**

Customer cause compatibility × Hedonism

0.12

Company’s good image × Hedonism

0.33*

NPO’s good image × Hedonism

0.47**

Cause and company fit × Hedonism

0.19*

Good CRM communication × Hedonism

0.56**

Two-way interaction

Social Motivation × Utilitarianism

0.47**

Customer cause compatibility × Utilitarianism

0.23*

Company’s good image × Utilitarianism

0.32*

NPO’s good image × Utilitarianism

0.48

Cause and company fit × Utilitarianism

0.29*

Good CRM communication × Utilitarianism

0.44**

Fit Index

ΔR

0.126

R

0.648

0.774

R²

0.419

0.599

Chi Square to degree of freedom

χ² (576) = 1289.09 is below 3

χ² (574) = 1175.12 is below 3

CFI

0.986

0.999

GFI

0.992

0.996

AGFI

0.965

0.973

RMSEA

0.041

0.026