Table 9 Multi-group analysis results (RQ1: Sex).

From: User dissatisfaction and behavioral intention toward personalized advertising recommendation services in Chinese social networking services

Path

Δχ2, ∆df

Male

Female

Significant Difference

(N = 248)

(N = 252)

β

CR

β

CR

FF- > NED

Δχ2 (df = 1) = 

0.452

2.497

0.294

2.546

No

1.222

IF - > NED

Δχ2 (df = 1) = 

0.175

2.438

0.247

2.046

No

0.368

SyF -> NED

Δχ2 (df = 1) = 

0.273

3.362

0.375

5.156

No

1.679

FF- > DS

Δχ2 (df = 1) = 

0.168

1.462

0.306

3.017

No

0.180

IF - > DS

Δχ2 (df = 1) = 

0.061

0.243

0.024

0.239

No

0.730

SyF -> DS

Δχ2 (df = 1) = 

0.320

3.541

0.227

3.278

No

1.360

NED - > DS

Δχ2 (df = 1) = 

0.447

3.547

0.446

4.813

No

0.406

DS - > NWOM

Δχ2 (df = 1) = 

0.879

7.357

0.827

9.300

No

0.025

DS - > DI

Δχ2 (df = 1) = 

0.838

9.318

0.819

11.250

No

0.344