Causal Path Relationships

High Hedonism

Estimate (p value)

Low Hedonism

Estimate (p value)

Z-Stat

High Utilitarianism

Estimate (p value)

Low Utilitarianism

Estimate (p value)

Z-Stat

Social Motivation for CRM à Skepticism (H7a & H8a)

−0.744**

−0.302*

−2.417**

0.64**

0.32*

3.19**

Customer cause compatibility à Skepticism (H7b & H8b)

−0.097

−0.061

−0.714

0.961**

0.296*

2.47**

Company’s good image à Skepticism (H7c & H8c)

−0.607**

−0.557**

−3.32**

0.572**

0.309*

2.31*

NPO’s good image à Skepticism (H7d & H8d)

−0.691**

−0.509*

−2.78**

0.491**

0.39*

3.502**

Cause and company fit à Skepticism (H7d & H8d)

−0.648**

−0.247*

−3.502**

0.102

0.07

1.23

Good CRM communication à Skepticism (H7e & H8e)

−0.704**

−0.131*

−2.17*

0.723**

0.231*

2.46*