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A Systems View Across Time and Space

Table 4 Path coefficients (N = 475)

From: The effect of e-commerce livestreaming services on customer loyalty: a test of the chain mediation model

Hypotheses direct effect

Path

Beta

t

p

R2

Decision

H1a

AA → CE

0.259

3.593

***

 

Supported

H1b

FL → CE

0.232

2.81

**

 

Supported

H1c

FS → CE

0.062

0.897

NS

0.231

Not Supported

H1d

NC → CE

0.117

1.445

NS

 

Not Supported

H1e

VC → CE

-0.276

-2.988

**

 

Supported

H1f

SS → CE

0.124

1.495

NS

 

Not Supported

H2a

CE → FV

0.406

9.138

***

0.481

Supported

H2b

CE → HV

0.438

9.834

***

0.482

Supported

H2c

CE → SV

0.574

13.914

***

0.498

Supported

H3a

FV → Cl

0.199

3.891

***

 

Supported

H3b

HV → Cl

0.190

3.727

***

0.678

Supported

H3c

SV → Cl

0.307

5.852

***

 

Supported

  1. *p < 0.05; **p < 0.01; ***p < 0.001; NS nonsignificant