TABLE 2.
Results of structural equation modelling on the consumer choice model.
| Relationship/index | Coefficients (standardized error) * | p-value | |
|---|---|---|---|
| Structural relationship | Awareness → understanding | 0.291 (0.055) | <0.001 |
| Understanding → perceived value | 0.342 (0.056) | <0.001 | |
| Perceived value → use | 0.692 (0.032) | <0.001 | |
| Model fit index# | RMSEA | 0.051 | - |
| SRMR | 0.057 | - | |
| CFI | 0.991 | - |
*values have been standardized.
#RMSEA, root mean square error of approximation; SRMR, standardized root mean square residual; CFI, comparative fit index.