Table 5 Intermediary test of trust and purchase intention.
From: Understanding the purchase intention in live streaming from the perspective of social image
Estimate | Indirect effects Bootstrap 95% CI | p | Test Result | |||
|---|---|---|---|---|---|---|
PA--> | TR--> | PI | 0.069 | 0.017–0.154 | ** | H14a supported |
MU--> | TR--> | PI | 0.086 | 0.035–0.172 | ** | H14b supported |
EP--> | TR--> | PI | 0.105 | 0.043–0.229 | ** | H14c supported |
AU--> | TR--> | PI | 0.114 | 0.049–0.232 | ** | H14d supported |
RS--> | TR--> | PI | 0.076 | 0.018–0.194 | * | H14e supported |
ET--> | TR--> | PI | 0.033 | −0.013–0.11 | 0.346 | H14f not supported |
