Direct and indirect paths
| Assumptions | Path effect | Effect | Value | 95% confidence interval | Conclusion | |
|---|---|---|---|---|---|---|
| H1 | Social Media Content → Tourists' Behavioral Willingness | Direct effects | 0.636 | 0.535 | 0.737 | Supported |
| H2 | Social Media Content → Tourism Expectations → Tourists' Behavioral Willingness | Mediating effect | 0.003 | −0.075 | 0.088 | Not supported |
| H3 | Social Media Content → Tourism Experience → Tourists' Behavioral Willingness | Mediating effect | 0.006 | −0.006 | 0.021 | Not supported |
| H4 | Social Media Content → Tourism Expectations → Tourism Experiences → Tourists' Behavioral Willingness | Chain mediation effect | 0.078 | 0.006 | 0.135 | Supported |
| Assumptions | Path effect | Effect | Value | 95% confidence interval | Conclusion | |
|---|---|---|---|---|---|---|
| Social Media Content → Tourists' Behavioral Willingness | Direct effects | 0.636 | 0.535 | 0.737 | Supported | |
| Social Media Content → Tourism Expectations → Tourists' Behavioral Willingness | Mediating effect | 0.003 | −0.075 | 0.088 | Not supported | |
| Social Media Content → Tourism Experience → Tourists' Behavioral Willingness | Mediating effect | 0.006 | −0.006 | 0.021 | Not supported | |
| Social Media Content → Tourism Expectations → Tourism Experiences → Tourists' Behavioral Willingness | Chain mediation effect | 0.078 | 0.006 | 0.135 | Supported | |
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