Conditional effects of parasocial tendency on endorsement trust at levels of anthropomorphism and influencer type
| Influencer type | Anthropomorphism | B | SE | t | p | 95% CI | |
|---|---|---|---|---|---|---|---|
| Lower | Upper | ||||||
| Virtual (0) | Low (1.20) | 0.1178 | 0.0715 | 1.65 | 0.100 | –0.023 | 0.259 |
| Virtual (0) | Moderate (3.40) | –0.0964 | 0.0819 | –1.18 | 0.240 | –0.258 | 0.065 |
| Virtual (0) | High (5.80) | –0.3301 | 0.1770 | –1.86 | 0.063 | –0.678 | 0.018 |
| Human (1) | Low (1.20) | 0.1127 | 0.1313 | 0.86 | 0.391 | –0.146 | 0.371 |
| Human (1) | Moderate (3.40) | 0.1752 | 0.0707 | 2.48 | 0.014 | 0.036 | 0.314 |
| Human (1) | High (5.80) | 0.243 | 0.085 | 2.86 | 0.005 | 0.076 | 0.411 |
| Influencer type | Anthropomorphism | B | 95% | ||||
|---|---|---|---|---|---|---|---|
| Lower | Upper | ||||||
| Low (1.20) | 0.1178 | 0.0715 | 1.65 | 0.100 | –0.023 | 0.259 | |
| Moderate (3.40) | –0.0964 | 0.0819 | –1.18 | 0.240 | –0.258 | 0.065 | |
| High (5.80) | –0.3301 | 0.1770 | –1.86 | 0.063 | –0.678 | 0.018 | |
| Low (1.20) | 0.1127 | 0.1313 | 0.86 | 0.391 | –0.146 | 0.371 | |
| Moderate (3.40) | 0.1752 | 0.0707 | 2.48 | 0.014 | 0.036 | 0.314 | |
| High (5.80) | 0.243 | 0.085 | 2.86 | 0.005 | 0.076 | 0.411 | |
CI = confidence interval. Moderator values reflect the 16th (low), 50th (moderate) and 84th (high) percentiles of the anthropomorphism scale
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