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