Table 7.

Hypotheses testing.

Hypothesis	Path	Standardised path coefficient (β)	t-Value	P-Value	Test result
H1	COM to RLT-VAL	0.36	5.81	***	Yes
H2	TRU to RLT-VAL	0.23	4.01	***	Yes
H3	TRU to COM	0.37	7.65	***	Yes
H4	SUS to RLT-VAL	0.10	1.97	*	Yes
H5	SUS to COM	0.17	3.66	***	Yes
H6	SUS to TRU	−0.11	−2.14	*	Yes
Control variables	Product type a	−0.03	−0.58	>0.05	—
	Product nature b	0.01	0.30	>0.05	—
	Product value c	−0.10	−1.89	>0.05	—

Model fit statistics: χ² = 139.68, df = 71, χ²/df = 1.97, CFI = 0.98, TLI = 0.97, IFI = 0.98, SRMR = 0.05, RMSEA = 0.05, *P < 0.05, **P < 0.01, ***P < 0.001.

^a Product type is coded as a categorical variable with ‘1′ representing utilitarian products and ‘−1′ representing hedonic products.

^b Product nature is coded as a categorical variable with ‘1′ representing durable products and ‘−1′ representing perishable products.

^c Product value is coded as a categorical variable with ‘1′ representing low-value products and ‘−1′ representing high-value products.