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The analysis of indirect effect.
| Indirect effect | Path coefficient (β) | SE | Z-Value | p-value | Bootstrap | |
| Bias-corrected 95% |
||||||
| Lower | Upper | |||||
| H5: INFE→COMI→BRAL | 0.326 | 0.059 | 5.525 | 0.001 | 0.218 | 0.453 |
| H6: ENTE→COMI→BRAL | 0.261 | 0.070 | 3.729 | 0.003 | 0.140 | 0.404 |
| H7: INTE→COMI→BRAL | 0.152 | 0.067 | 2.269 | 0.023 | 0.023 | 0.293 |
Information experience = INFE; Entertainment experience = ENTE; Interactive experience = INTE; Community identity = COMI; Brand loyalty = BRAL.
