Comparison of original and Covariate-Adjusted moderated mediation models (study 1)
| Model component | Original model | Covariate model |
|---|---|---|
| R²: trust (M) | 0.2048*** | 0.2052*** |
| R²: purchase intention (Y) | 0.4673*** | 0.4708*** |
| PST → trust | B = 0.3523*** | B = 0.3546 *** |
| Human (vs. AI) → trust | B = 0.0204 | B = 0.0180 |
| Interaction (PST × human) → trust | B = 0.1934*** | B = 0.1935*** |
| Trust → purchase intention | B = 0.4920*** | B = 0.4939*** |
| PST → PI | B = 0.3483 *** | B = 0.3409*** |
| Covariate → trust | – | B = −0.0288 |
| Covariate → purchase intention | – | B = 0.0818** |
| Index of moderated mediation | B = 0.0952** | B = 0.0956** |
| Model component | Original model | Covariate model |
|---|---|---|
| 0.2048*** | 0.2052*** | |
| 0.4673*** | 0.4708*** | |
| B = 0.3523*** | B = 0.3546 *** | |
| B = 0.0204 | B = 0.0180 | |
| B = 0.1934*** | B = 0.1935*** | |
| B = 0.4920*** | B = 0.4939*** | |
| B = 0.3483 *** | B = 0.3409*** | |
| – | B = −0.0288 | |
| – | B = 0.0818** | |
| B = 0.0952** | B = 0.0956** |
B = unstandardised regression coefficient. CI = confidence interval. Influencer origin coded 0 = virtual, 1 = human. Experimental group was included as a covariate in both stages of the model
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