International Journal of Interdisciplinary Research
Table 4 Standardized coefficients of direct, indirect, and total effects
Direct effects estimate | Indirect effects estimate | Total effects estimate | |
|---|---|---|---|
Price discounts → perceived savings | .44** | .30** | .73** |
Price discounts → perceived quality | − .24** | .28** | .04 |
Price discounts → affect | .54** | .00 | .54** |
Price discounts → perceived value | .00 | .49** | .49** |
Affect → perceived savings | .55** | .00 | .55** |
Affect → perceived quality | .51** | .00 | .51** |
Affect → perceived value | .19* | .47** | .67** |
Perceived savings → perceived value | .46** | .00 | .46** |
Perceived quality → perceived value | .42** | .00 | .42** |
Perceived value → purchase intentions | .92** | .00 | .92** |