Mediation effect of brand experience
| Path | Direct effect | Indirect effect | Total effect |
|---|---|---|---|
| Perceived interactivity → brand experience | 0.470*** (0.365, 0.571) | 0.470*** (0.365, 0.571) | |
| Brand experience → parasocial relationships | 0.562*** (0.468, 0.646) | 0.562*** (0.468, 0.646) | |
| Perceived interactivity → brand experience → parasocial relationships | 0.267*** (0.148, 0.377) | 0.264*** (0.198, 0.336) | 0.531*** (0.402, 0.645) |
| Path | Direct effect | Indirect effect | Total effect |
|---|---|---|---|
| Perceived interactivity → brand experience | 0.470*** (0.365, 0.571) | 0.470*** (0.365, 0.571) | |
| Brand experience → parasocial relationships | 0.562*** (0.468, 0.646) | 0.562*** (0.468, 0.646) | |
| Perceived interactivity → brand experience → parasocial relationships | 0.267*** (0.148, 0.377) | 0.264*** (0.198, 0.336) | 0.531*** (0.402, 0.645) |
Note(s): ***p < 0.001. Values in parentheses indicate 95% bias-corrected confidence intervals (CIs) based on bootstrapping
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