Conditional indirect effects of parasocial tendency on purchase intention via endorsement trust at levels of anthropomorphism and influencer type
| 95% CI | |||||
|---|---|---|---|---|---|
| Influencer type | Anthropomorphism | B | SE | Lower | Upper |
| Virtual (0) | Low (1.20) | 0.035 | 0.033 | –0.029 | 0.102 |
| Virtual (0) | Moderate (3.40) | –0.028 | 0.024 | –0.075 | 0.020 |
| Virtual (0) | High (5.80) | –0.097 | 0.048 | –0.190 | –0.001 |
| Human (1) | Low (1.20) | 0.033 | 0.037 | –0.039 | 0.107 |
| Human (1) | Moderate (3.40) | 0.052 | 0.021 | 0.014 | 0.095 |
| Human (1) | High (5.80) | 0.072 | 0.024 | 0.031 | 0.126 |
| 95% | |||||
|---|---|---|---|---|---|
| Influencer type | Anthropomorphism | B | Lower | Upper | |
| Low (1.20) | 0.035 | 0.033 | –0.029 | 0.102 | |
| Moderate (3.40) | –0.028 | 0.024 | –0.075 | 0.020 | |
| High (5.80) | –0.097 | 0.048 | –0.190 | –0.001 | |
| Low (1.20) | 0.033 | 0.037 | –0.039 | 0.107 | |
| Moderate (3.40) | 0.052 | 0.021 | 0.014 | 0.095 | |
| High (5.80) | 0.072 | 0.024 | 0.031 | 0.126 | |
CI = confidence interval. Moderator values reflect the 16th (low), 50th (moderate) and 84th (high) percentiles of the anthropomorphism scale
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