Table A4 Moderated mediation model...

Table A4

Moderated mediation model summary including experiment group as covariate

Path	B	SE	t	p	Confidence intervals
Path	B	SE	t	p	Lower	Upper
PST → trust	0.3546	0.0396	8.96	< 0.001***	0.2769	0.4322
Human (vs AI) → trust	0.0180	0.2235	0.08	0.936	–0.4205	0.4564
PST × human (vs AI) → trust	0.1935	0.0565	3.43	0.001***	0.0827	0.3043
Trust → purchase intention	0.4939	0.0206	23.97	< 0.001***	0.4535	0.5343
PST → purchase intention	0.3409	0.0244	14.00	< 0.001***	0.2931	0.3886
Experimental group → trust	–0.0288	0.0339	–0.85	0.395	–0.0953	0.0377
Experimental group → purchase intention	0.0818	0.0269	3.04	0.002**	0.0291	0.1345

Path	B	SE	t	p	Confidence intervals
Path	B	SE	t	p	Lower	Upper
PST → trust	0.3546	0.0396	8.96	< 0.001***	0.2769	0.4322
Human (vs AI) → trust	0.0180	0.2235	0.08	0.936	–0.4205	0.4564
PST × human (vs AI) → trust	0.1935	0.0565	3.43	0.001***	0.0827	0.3043
Trust → purchase intention	0.4939	0.0206	23.97	< 0.001***	0.4535	0.5343
PST → purchase intention	0.3409	0.0244	14.00	< 0.001***	0.2931	0.3886
Experimental group → trust	–0.0288	0.0339	–0.85	0.395	–0.0953	0.0377
Experimental group → purchase intention	0.0818	0.0269	3.04	0.002**	0.0291	0.1345

Note(s):

B = unstandardised regression coefficient. SE = standard error. CI = confidence interval. Predictor × Moderator = interaction term between parasocial tendency and influencer origin (coded 0 = virtual, 1 = human). Confidence intervals are based on 10,000 bootstrap samples. Table corresponds to Table 4 in the main text. ** p < 0.01, *** p < 0.001

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