Table 4 Unstandardized and standardized coefficients of the improved model.
From: Consumer personality, online social interaction, and deep online consumption behavior
Relationships | Unstandardized coefficient | Standardized coefficient | |||
|---|---|---|---|---|---|
Estimate | S.E. | C.R. | p-value | ||
Consumer personality→Online social interaction | 5.634 | 2.721 | 2.071 | * | 0.906 |
Online social interaction→Deep online consumption behavior | 1.038 | 0.108 | 9.636 | ** | 0.983 |
Deep online consumption behavior→Post-purchase consumer engagement | 1.000 | ** | 0.930 | ||
Deep online consumption behavior→Online purchase decision | 0.598 | 0.083 | 7.205 | ** | 0.656 |
Consumer personality→Extroversion | 1.000 | * | 0.164 | ||
Consumer personality→Openness to experience | 3.926 | 1.884 | 2.084 | * | 0.634 |
Consumer personality→Agreeableness | 2.213 | 1.117 | 1.981 | * | 0.457 |
Consumer personality→Conscientiousness | 2.786 | 1.361 | 2.047 | * | 0.547 |
