Table 7.

Summary of the hypothesis testing results.

Hypothesis	Path	β	Sign.	t-value	Result
H1	DCM → Perceived value	0.97	<0.01	14.842	Accepted
H2	Perceived value → Immediate OPI	0.87	<0.01	9.503	Accepted
H3	DCM → Customer engagement	0.89	<0.01	13.146	Accepted
H4	DCM → Brand trust	0.17	0.35	0.935	Rejected
H5	Customer engagement → Brand trust	0.59	<0.01	3.128	Accepted
H6	Customer engagement → Long-term OPI	0.12	0.252	1.146	Rejected
H7	Brand trust → Long-term OPI	0.66	<0.01	5.685	Accepted