Influence of Degree of Chinese Cultural Identity and Performance Expectation on Consumption Attitude for Health Care of Traditional Chinese Medicine

Table 5

Path analysis.

Path	Estimate	S.E.	C.R.	P
Surface cognition⇄performance expectation	0.582	0.039	14.921
Deep behavior⇄performance expectation	0.469	0.035	13.415
Surface cognition⇄deep behavior	0.523	0.036	14.392
Surface cognition→cognitive attitude	-0.035	0.040	-0.875	0.382
Surface cognition→emotional attitude	-0.036	0.048	-0.784	0.455
Surface cognition→deep behavior	-0.153	0.054	-2.812	0.005
Deep behavior→cognitive attitude	0.096	0.043	2.247	0.025
Deep behavior→emotional attitude	0.105	0.052	2.029	0.042
Deep behavior→behavioral attitude	0.218	0.058	3.751
Performance expectation→cognitive attitude	0.628	0.035	18.052
Performance expectation→emotional attitude	0.819	0.032	25.243
Performance expectation→behavioral attitude	0.679	0.037	18.200

Note: , , .