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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
  1. *** p < .001; ** p < .01; * p < .05