Results of mediation analysis for Study 2
| Path | B (SE) | LLCI | ULCI |
|---|---|---|---|
| Direct effects | |||
| EDC creator → Consumer engagement | −0.38 (0.15) | −0.6699 | −0.0819 |
| AI vs Human → Consumer engagement | −0.36 (0.15) | −0.6699 | −0.0640 |
| Hybrid vs human → Consumer engagement | −0.11 (0.28) | −0.6703 | 0.4545 |
| Hybrid vs AI → Consumer engagement | −0.61 (0.30) | −1.2130 | −0.0184 |
| EDC creator → Brand attitude | −0.34 (0.10) | −0.5347 | −0.1436 |
| AI vs human → Brand attitude | −0.34 (0.10) | −0.5469 | −0.1320 |
| Hybrid vs human → Brand attitude | −0.10 (0.17) | −0.4297 | 0.2334 |
| Hybrid vs AI → Brand attitude | −0.62 (0.06) | −1.0299 | −0.2147 |
| EDC creator → Advocacy intention | −0.33 (0.11) | −0.5398 | −0.1214 |
| AI vs human → Advocacy intention | −0.34 (0.10) | −0.5492 | −0.1384 |
| Hybrid vs human → Advocacy intention | −0.20 (0.20) | −0.6118 | −0.2125 |
| Hybrid vs AI → Advocacy intention | −0.43 (0.21) | −0.8452 | −0.0119 |
| Consumer engagement → Brand attitude | 0.60 (0.05) | 0.4980 | 0.7048 |
| Consumer engagement → Advocacy intention | 0.76 (0.06) | 0.6463 | 0.0999 |
| Indirect effects | |||
| EDC creator → Consumer engagement → Brand attitude | −0.23 (0.10) | −0.4213 | −0.0420 |
| AI vs human → Consumer engagement → Brand attitude | −0.24 (0.10) | −0.4496 | −0.0384 |
| Hybrid vs human → Consumer engagement → Brand attitude | −0.05 (0.13) | −0.3235 | 0.2052 |
| Hybrid vs AI → Consumer engagement → Brand attitude | −0.39 (0.19) | −0.7910 | −0.0187 |
| EDC creator → Consumer engagement → Advocacy intention | −0.28 (0.12) | −0.5328 | −0.0523 |
| AI vs human → Consumer engagement → Advocacy intention | −0.26 (0.11) | −0.4949 | −0.0519 |
| Hybrid vs human → Consumer engagement → Advocacy intention | −0.08 (0.20) | −0.4805 | 0.3058 |
| Hybrid vs AI → Consumer engagement → Advocacy intention | −0.50 (0.25) | −1.0244 | −0.0186 |
| Path | |||
|---|---|---|---|
| −0.38 (0.15) | −0.6699 | −0.0819 | |
| −0.36 (0.15) | −0.6699 | −0.0640 | |
| −0.11 (0.28) | −0.6703 | 0.4545 | |
| −0.61 (0.30) | −1.2130 | −0.0184 | |
| −0.34 (0.10) | −0.5347 | −0.1436 | |
| −0.34 (0.10) | −0.5469 | −0.1320 | |
| −0.10 (0.17) | −0.4297 | 0.2334 | |
| −0.62 (0.06) | −1.0299 | −0.2147 | |
| −0.33 (0.11) | −0.5398 | −0.1214 | |
| −0.34 (0.10) | −0.5492 | −0.1384 | |
| −0.20 (0.20) | −0.6118 | −0.2125 | |
| −0.43 (0.21) | −0.8452 | −0.0119 | |
| 0.60 (0.05) | 0.4980 | 0.7048 | |
| 0.76 (0.06) | 0.6463 | 0.0999 | |
| −0.23 (0.10) | −0.4213 | −0.0420 | |
| −0.24 (0.10) | −0.4496 | −0.0384 | |
| −0.05 (0.13) | −0.3235 | 0.2052 | |
| −0.39 (0.19) | −0.7910 | −0.0187 | |
| −0.28 (0.12) | −0.5328 | −0.0523 | |
| −0.26 (0.11) | −0.4949 | −0.0519 | |
| −0.08 (0.20) | −0.4805 | 0.3058 | |
| −0.50 (0.25) | −1.0244 | −0.0186 | |
Note(s): N = 158.
*p < 0.05;
**p < 0.01;
***p < 0.001. Number of bootstrap samples 5,000; B = Unstandardized coefficients (bootstrap standard errors in parentheses); LLCI = 95% lower level confidence interval; ULCI = 95% upper-level confidence interval
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