Conditional indirect effects of parasocial tendency on purchase intention via endorsement trust after including covariate
| Influencer origin | B | SE | Confidence intervals | |
|---|---|---|---|---|
| Lower | Upper | |||
| Virtual (0) | 0.1751 | 0.0292 | 0.1278 | 0.2224 |
| Human (1) | 0.2707 | 0.0219 | 0.2281 | 0.3142 |
| Index of moderated mediation | 0.0956 | 0.0292 | 0.0389 | 0.1539 |
| Influencer origin | Confidence intervals | |||
|---|---|---|---|---|
| Lower | Upper | |||
| 0.1751 | 0.0292 | 0.1278 | 0.2224 | |
| 0.2707 | 0.0219 | 0.2281 | 0.3142 | |
| 0.0956 | 0.0292 | 0.0389 | 0.1539 | |
CI refers to confidence interval. SE refers to bootstrap standard error. Indirect effects are based on bootstrapped estimates from 10,000 resamples. The index of moderated mediation quantifies the difference between indirect effects at different levels of the moderator (influencer origin: 0 = virtual, 1 = human)
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