International Journal of Interdisciplinary Research
Table 6 Results of the indirect effects
From: Determinants of consumer attitudes and re-purchase intentions toward direct-to-consumer (DTC) brands
Path | Beta | Support |
|---|---|---|
Co-creation → Attitude → Intention | .077 | No |
Cost-effectiveness → Attitude → Intention | .335*** | Yes |
Website attractiveness → Attitude → Intention | .100 | No |
Sustainability → Attitude → Intention | .027 | No |
Brand uniqueness → Attitude → Intention | .231*** | Yes |
Social media engagement → Attitude → Intention | .147** | Yes |
Innovativeness → Attitude → Intention | .118* | Yes |