Table 4

Moderated mediation effects of cool EF on brand and video responses

Via understanding intentVia skepticism
CEF* disclosureCEF* disclosure* countryCEF* countryCEF* disclosureCEF* disclosure* countryCEF* country
Brand recall−0.001 (0.034) [−0.066;0.070]−0.014 (0.025) [−0.075;0.030]0.011 (0.037) [−0.062;0.087]−0.006 (0.011) [−0.034;0.012]0.027 (0.078) [−0.120;0.194]−0.005 (0.013) [−0.038;0.017]
Purchase intention0.000 (0.004) [−0.009;0.009]0.001 (0.010) [−0.021;0.023]0.000 (0.005) [−0.010;0.011]0.018 (0.021) [−0.023;0.061]0.038 (0.050) [−0.059;0.141]0.012 (0.026) [−0.039;0.064]
Brand attitude0.000 (0.003) [−0.007;0.007]0.002 (0.008) [−0.013;0.022]0.001 (0.004) [−0.008;0.009]0.015 (0.017) [−0.018;0.049]0.031 (0.040) [−0.044;0.133]0.011 (0.023) [−0.033;0.056]
Video attitude0.000 (0.003) [−0.007;0.007]0.001 (0.008) [−0.017;0.020]0.000 (0.004) [−0.008;0.010]0.023 (0.027) [−0.029;0.078]0.049 (0.065) [−0.074;0.182]0.016 (0.034) [−0.008;0.010]
Notes:

Scores represent Index of Moderated Mediation with standard errors between parentheses. CEF = Cool EF; CI = 95% bootstrap confidence interval. Model 7 in PROCESS was used with gender and channel viewing frequency controlled for in all models. For the two-way interactions, the non-included factor was also controlled for

Source: Authors’ own work
[ViewLarge]
This Feature Is Available To Subscribers Only

or Create an Account

Close Modal
Close Modal