International Journal of Interdisciplinary Research
Table 5 Results of the Hypothesis Testing
From: Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands
Hypothesis | Beta | Support |
|---|---|---|
H1a. Co-creation → Attitude toward DTC brand | .115* | Yes |
H1b. Co-creation → Re-purchase intention | − .025 | No |
H2a. Cost-effectiveness → Attitude toward DTC brand | .480*** | Yes |
H2b. Cost-effectiveness → Re-purchase intention | .114 | No |
H3a. Website attractiveness → Attitude toward DTC brand | .303*** | Yes |
H3b. Website attractiveness → Re-purchase intention | .082 | No |
H4a. Sustainability → Attitude toward DTC Brand | .072 | No |
H4b. Sustainability → Re-purchase intention | .096 | No |
H5a. Brand uniqueness → Attitude toward DTC brand | .138** | Yes |
H5b. Brand uniqueness → Re-purchase intention | .331*** | Yes |
H6a. Social media engagement → Attitude toward DTC brand | .300*** | Yes |
H6b. Social media engagement → Re-purchase intention | .157** | Yes |
H7a. Innovativeness → Attitude toward DTC brand | .139* | Yes |
H7b. Innovativeness → Re-purchase intention | .115* | Yes |
H8. Attitude toward DTC brand → Re-purchase intention | .700*** | Yes |