The relationship between new product creativity components and purchase intention and the mediating impact of perceived values: a study of consumers in Ho Chi Minh city

Figures & data

Figure 1. Research model (Source: proposed by the author).

The model presented (see Figure 1) examines the impacts of NPC novelty and NPC meaningfulness on purchase intention with the meadiating roles of perceived hedonic value and perceived utilitarian value.

Table 1. Respondent profile

Measure	Item	Frequency	Percentage (%)
Gender	Male	120	54.3
	Female	101	45.7
Age	Under 18	0	0.0
	18 - 25	57	25.8
	26–35	132	59.7
	36–45	26	11.8
	Above 45	6	2.7
Education	High school	8	3.6
	Graduate	161	72.9
	Postgraduate	52	23.5
Job	Student	30	13.6
	Employee	164	74.2
	Self-employed	25	11.3
	Homemaker	2	0.9
Income (VND)	Under 7 (million)	40	18.1
	7—>10 (million)	52	23.5
	10- >15 (million)	68	30.8
	15—>20 (million)	20	9.0
	Above 20 (million)	41	18.6

Table 2. Construct reliability results

Construct	Indicator	Outer loading
NOCronbach’s = 0.935 CR = 0.949	NO1	0.906
	NO2	0.913
	NO3	0.880
	NO4	0.799
	NO5	0.850
	NO6	0.860
ME Cronbach’s = 0.938 CR = 0.955	ME1	0.891
	ME2	0.938
	ME3	0.931
	ME4	0.912
HV Cronbach’s = 0.910 CR = 0.933	HV1	0.870
	HV2	0.890
	HV3	0.843
	HV4	0.834
	HV5	0.849
UV Cronbach’s = 0.937 CR = 0.952	UV1	0.859
	UV2	0.914
	UV3	0.912
	UV4	0.908
	UV5	0.876
PI Cronbach’s = 0.945 CR = 0.965	PI1	0.943
	PI2	0.960
	PI3	0.946

Table 3. Convergent validity results

Constructs	AVE
NO	0.755
ME	0.843
HV	0.736
UV	0.799
PI	0.901

Table 4. Heterotrait-monotrait ratio of correlations

	HV	ME	NO	PI	UV
HV
ME	0.774
NO	0.744	0.723
PI	0.742	0.758	0.634
UV	0.771	0.882	0.764	0.866

Table 5. Collinearity statistics (VIF) results

Exogenous constructs	Endogenous constructs
	HV	UV	PI
NO	1.000		2.411
ME		1.000	3.560
HV			2.522
UV			3.807

Table 6. Coefficient of determination (adjusted R²) results

	Original	Sample	Standard Deviation	T Statistics	P
	Sample (O)	Mean (M)	(STDEV)	(|O/STDEV|)	Values
HV	0.478	0.478	0.073	6.551	0.000
PI	0.692	0.694	0.050	13.934	0.000
UV	0.683	0.682	0.052	13.219	0.000

Table 7. Effect size f² results

	HV	ME	NO	PI	UV
HV				0.086
ME				0.003	2.157
NO	0.916			0.006
PI
UV				0.365

Table 8. Construct crossvalidated redundancy results

	SSO	SSE	Q^2 (=1-SSE/SSO)
HV	1105	726	0.343
ME	884	884
NO	1326	1326
PI	663	258	0.611
UV	1105	508	0.541

Figure 2. Research model analysis results (Source: prepared by author).

Table 9. Path coefficients results

Hypothesis	Relationship	Path coefficients	Standard Deviation	p Values	Decision
		(β)	(STDEV)
H1	NO → PI	−0.065	0.064	0.313	Not supported
H2	ME → PI	0.053	0.072	0.464	Not supported
H3	NO → HV	0.691	0.054	0.000	Supported
H4	ME → UV	0.827	0.032	0.000	Supported
H5	HV → PI	0.230	0.066	0.000	Supported
H6	UV → PI	0.655	0.073	0.000	Supported

Table 10. Indirect effect results

	Direct effect	95% Confidence Interval of the Direct Effect	t value	p < 0.05?	Indirect effect	95% Confidence Interval of the Indirect Effect	t value	p < 0.05?
NO → PI	− 0.065	[−0.191, 0.060]	0.009	No	0.159	[0.068, 0.258]	3.273	Yes
ME → PI	− 0.053	[−0.096, 0.187]	0.732	No	0.541	[0.425, 0.671]	8.583	Yes

(Source: computed by author)