Table 3. Results of structural model and hypothesis testing

Hypotheses and path		Path coefficient	p-value	Test result
H1a	ENT → BAW	0.211	< .001	Supported
H1b	INT → BAW	0.274	< .001	Supported
H1c	CUS → BAW	0.193	< .001	Supported
H1d	TRE → BAW	0.071	0.147	Rejected
H1e	INF → BAW	0.157	0.003	Supported
H2a	ENT → BIM	0.188	0.004	Supported
H2b	INT → BIM	0.287	< .001	Supported
H2c	CUS → BIM	0.281	< .001	Supported
H2d	TRE → BIM	–0.094	0.147	Rejected
H2e	INF → BIM	0.105	0.095	Supported
H3	BAW → BAT	0.316	< .001	Supported
H4	BIM → BAT	0.570	< .001	Supported
H5	BAT → WOM	0.751	< .001	Supported
H6	BAT → PU	0.753	< .001	Supported

Note. ENT, entertainment; INT, interaction; CUS, customization; TRE, trendiness; INF, informativity; BAW, brand awareness; BIM, brand image; BAT, brand attitude; WOM, word of mouth; PU, purchase.