Table 7 Direct effects test.

From: Factors influencing digital media designers’ subscription to premium versions of AI drawing tools through a mixed methods study

Hypotheses

Path relationships

B

β

C.R

p

Results

H1

PEU → PU

0.371

0.386

6.072

***

Supported

H2

PEU → PUI

0.224

0.310

4.674

***

Supported

H3

PU → PUI

0.130

0.172

2.379

0.017

Supported

H4

OQ → PUI

0.211

0.279

4.100

***

Supported

H5

OQ → PT

0.346

0.392

5.997

***

Supported

H6

SI → PUI

0.184

0.226

3.331

***

Supported

H7

PV → PUI

0.142

0.197

2.993

0.003

Supported

H8

PI → PUI

0.061

0.096

1.657

0.097

Rejected

H9

PT → PUI

0.146

0.171

2.450

0.014

Supported

  1. B: unstandardized coefficient, β: standardized coefficient. C.R.: Critical Ratio, ***p < 0.001.
  2. ***p < 0.001, **p < 0.01, *p < 0.05. The dashed line indicates that the hypothesis is not supported.
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