Conditional indirect effects of parasocial tendency on purchase intention via endorsement trust
| Influencer origin | B | SE | Confidence intervals | |
|---|---|---|---|---|
| Lower | Upper | |||
| Virtual (0) | 0.1733 | 0.0240 | 0.1265 | 0.2199 |
| Human (1) | 0.2685 | 0.0221 | 0.2255 | 0.3122 |
| Index of moderated mediation | 0.0952 | 0.0296 | 0.0369 | 0.1541 |
| Influencer origin | B | Confidence intervals | ||
|---|---|---|---|---|
| Lower | Upper | |||
| 0.1733 | 0.0240 | 0.1265 | 0.2199 | |
| 0.2685 | 0.0221 | 0.2255 | 0.3122 | |
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