Fig 1.
Conceptual Framework.
Table 1.
Scale and item sources.
Table 2.
Demographic Profile.
Table 3.
Common method biased (CMB) test.
Table 4.
Construct’s validity and reliability test.
Table 5.
Discriminant validity test.
Table 6.
Model fitness test.
Table 7.
R-square test.
Table 8.
f-square test.
Table 9.
Hypothesis test.
Fig 2.
Model resolution by PLS bootstrapping.
The statistical significance of the p-value with all six hypotheses (H1 through H6) is accepted, H1 (WoM → CP) shows strong positive relationship with value of 0.269 as well as relatively high value of p value (p < 0.001) signifying word of mouth communication is significantly affecting the consumer perception. The constructs content characteristics (β = 0.152, p < 0.05), consumer trust (β = 0.207, p < 0.05), emotional connection (β = 0.170, p < 0.05), brand awareness (β = 0.200, p < 0.001) are characterized with positive significant effects. What is more, Hypothesis H6 that links consumer perception to purchase intent presents a strong and significant effect (β = 0.561, p < 0.001). This demonstrates the role of consumer perception in shaping purchase intent. The results strongly support the proposed model in that all hypothesized relationships are significant and have a substantial effect on the dependent variables.