Table 4.
Results of the structural model.
| Hypothesis | Relationship | Beta | Std dev | t-value | Decision |
|---|---|---|---|---|---|
| H1a | Informative value → Video attitude | 0.439 | 0.076 | 5.922** | Supported |
| H1b | Informative value → Brand attitude | 0.214 | 0.055 | 4.036** | Supported |
| H2a | Entertainment value → Video attitude | 0.471 | 0.062 | 7.499** | Supported |
| H2b | Entertainment value → Brand attitude | 0.120 | 0.058 | 2.06* | Supported |
| H3a | Expertise → Video attitude | −0.109 | 0.057 | 1.917 | Not supported |
| H3b | Expertise → Brand attitude | 0.202 | 0.07 | 2.905** | Supported |
| H4a | Trustworthiness → Video attitude | −0.252 | 0.086 | 2.911 | Not supported |
| H4b | Trustworthiness → Brand attitude | 0.065 | 0.063 | 1.004 | Not supported |
| H5a | Attractiveness → Video attitude | 0.153 | 0.071 | 2.081* | Supported |
| H5b | Attractiveness → Brand attitude | −0.002 | 0.056 | 0.079 | Not supported |
| H6a | Similarity → Video attitude | 0.083 | 0.059 | 1.377 | Not supported |
| H6b | Similarity → Brand attitude | 0.452 | 0.049 | 9.223** | Supported |
| H7a | Video attitude → Social shopping intention | 0.613 | 0.036 | 16.79** | Supported |
| H7b | Video attitude → Social sharing intention | 0.326 | 0.064 | 5.08** | Supported |
| H8a | Brand attitude → Social shopping intention | 0.216 | 0.042 | 5.235** | Supported |
| H8b | Brand attitude → Social sharing intention | 0.172 | 0.057 | 3.077** | Supported |
*p < .05, **p < .01.