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Regression coefficient.
| Hypothesis | Unstd. coefficient | S.E. | z-value | Std. coefficient |
| H1: INFE- > COMI | 0.354*** | 0.045 | 7.937 | 0.474 |
| H2: ENFE- > COMI | 0.283*** | 0.042 | 6.707 | 0.378 |
| H3: INFTE- > COMI | 0.165*** | 0.049 | 3.343 | 0.171 |
| H4: COMI- > BRAL | 0.922*** | 0.071 | 13.032 | 0.819 |
Information experience = INFE; Entertainment experience = ENTE; Interactive experience = INTE; Community identity = COMI; Brand loyalty = BRAL.
*** p-value < 0.001.
