Table 6. Finite mixture partial least squares (FIMIX-PLS) results

		Global model	FIMIX model			MGA
			K = 1	K = 2	K = 3	1 vs 2(p-value)	2 vs 3(p-value)	1 vs 3(p-value)
Segment size		521 (100%)	223 (42.8%)	159 (30.5%)	139 (26.7%)
H1a	ENT → BAW	0.211***	0.351***	0.058	0.447***	0.088***	< .001***	0.000***
H2a	ENT → BIM	0.188**	0.241***	–0.013	0.679***	0.000***	0.000***	0.021**
H1b	INT → BAW	0.274***	0.420***	0.192*	0.279***	0.000***	0.134	0.109
H2b	INT → BIM	0.287***	0.187***	0.39***	0.394***	0.000***	0.038**	0.362
H1c	TRE → BAW	0.274***	0.420***	0.192*	0.279***	0.004***	0.016**	0.000***
H2c	TRE → BIM	0.287***	0.187***	0.390***	0.394***	0.017**	< .001***	0.002***
H1d	CUS → BAW	0.193***	0.085*	0.257**	0.156*	0.008***	< .001***	0.230
H2d	CUS → BIM	0.281***	0.243***	0.358**	–0.007	0.240	< .001***	< .001***
H1e	INF → BAW	0.157***	0.136**	0.309**	0.273***	0.041**	< .001***	< .001***
H2e	INF → BIM	0.105*	0.138*	0.016	0.316***	0.001**	< .001***	< .001***
H3	BAW → BAT	0.316***	0.169***	0.270***	0.713***	< .001***	< .001***	< .001***
H4	BIM → BAT	0.570***	0.785***	0.441***	0.265***	< .001***	< .001***	< .001***
H5	BAT → PU	0.753***	0.87***	0.449***	0.938***	< .001***	< .001***	< .001***
H6	BAT → WOM	0.751***	0.812***	0.524***	1.000***	< .001***	< .001***	< .001***
R2
BAW		0.571	0.778	0.344	0.869
BIM		0.440	0.693	0.254	0.841
BAT		0.672	0.838	0.394	0.910
PU		0.567	0.758	0.202	0.880
WOM		0.565	0.659	0.275	0.999

Note. FIMIX-PLS, finite mixture partial least squares; 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.
p < .05,
p < .01,
p < .001.