Table 3.

Results of hypothesis testing.

Hypotheses	Structural paths	Non-standardized coefficients		Standardized coefficients		P	Results
		b	SE	β	t value
H1	QV-BT	0.275	0.091	0.287**	3.014	0.003	Supported
H2	PV-ST	0.199	0.071	0.222**	2.795	0.005	Supported
H3	EV-BT	0.338	0.11	0.357**	3.082	0.002	Supported
H4	SV-BT	0.018	0.037	0.026	0.482	0.63	Not supported
H5	QV-CEB	−0.086	0.1	−0.083	−0.863	0.388	Not supported
H6	PV-CEB	0.097	0.076	0.101	1.273	0.203	Not supported
H7	EV-CEB	0.368	0.124	0.363**	2.974	0.003	Supported
H8	SV-CEB	0.09	0.039	0.122*	2.281	0.023	Supported
H9	BT-CEB	0.434	0.101	0.404***	4.301	***	Supported

QV, quality value; PV, price value; EV, emotional value; SV, social value; BT, brand trust; CEB, customer engagement behavior. ***p < 0.001, **p < 0.01, *p < 0.05.