Table A7 Moderated moderated mediation... | Emerald Publishing

Table A7

Moderated moderated mediation model summary investigating authenticity

Path	B	SE	t	p	Confidence intervals
Path	B	SE	t	p	Lower	Upper
Parasocial tendency → trust	–0.025	0.107	–0.24	0.814	–0.236	0.186
Human (vs. AI) → trust	–1.132	0.633	–1.79	0.075	–2.378	0.113
Parasocial tendency × human	0.155	0.176	0.88	0.378	–0.191	0.501
Authenticity → trust	0.803	0.130	6.16	<0.001***	0.546	1.060
Parasocial tendency × authenticity	–0.005	0.031	–0.16	0.871	–0.066	0.056
Human × authenticity	0.178	0.187	0.95	0.342	–0.190	0.545
Parasocial tendency × human × authenticity	–0.010	0.045	–0.23	0.819	–0.098	0.078
Trust → purchase intention	0.294	0.044	6.71	<0.001***	0.208	0.380
Parasocial tendency → purchase intention	0.399	0.050	8.06	<0.001***	0.301	0.496

Path	B	SE	t	p	Confidence intervals
Path	B	SE	t	p	Lower	Upper
Parasocial tendency → trust	–0.025	0.107	–0.24	0.814	–0.236	0.186
Human (vs. AI) → trust	–1.132	0.633	–1.79	0.075	–2.378	0.113
Parasocial tendency × human	0.155	0.176	0.88	0.378	–0.191	0.501
Authenticity → trust	0.803	0.130	6.16	<0.001***	0.546	1.060
Parasocial tendency × authenticity	–0.005	0.031	–0.16	0.871	–0.066	0.056
Human × authenticity	0.178	0.187	0.95	0.342	–0.190	0.545
Parasocial tendency × human × authenticity	–0.010	0.045	–0.23	0.819	–0.098	0.078
Trust → purchase intention	0.294	0.044	6.71	<0.001***	0.208	0.380
Parasocial tendency → purchase intention	0.399	0.050	8.06	<0.001***	0.301	0.496

Note(s):

B = unstandardised regression coefficient. SE = standard error. CI = confidence interval