Table 3 Smart PLS moderation structural...

Table 3

Smart PLS moderation structural model

Path	Patch coefficient	t value	p value	Lower bound 95% CI	Upper bound 95% CI	Total effect	t value	p value	Lower bound 95% CI	Upper bound 95% CI
Ad relevance → Attitude towards PA	0.41	3.64	0.00	0.16	0.61	0.41	3.67	0.00	0.16	0.60
Risk beliefs → Attitude towards PA	−0.29	4.13	0.00	−0.42	−0.15	−0.29	4.09	0.00	−0.42	−0.15
AI beneficial → Attitude towards PA	0.36	3.62	0.00	0.16	0.55	0.36	3.63	0.00	0.16	0.55
Ad relevance × Risk beliefs → Attitude towards PA	0.28	3.85	0.00	0.15	0.43	0.28	3.93	0.00	0.16	0.43
Ad relevance × AI beneficial → Attitude towards PA	0.15	3.88	0.00	0.07	0.23	0.15	3.78	0.00	0.07	0.23
Ad relevance → Attitude towards retailer	0.52	5.12	0.00	0.30	0.71	0.72	9.00	0.00	0.55	0.87
Risk beliefs → Attitude towards retailer	−0.03	0.54	0.59	−0.12	0.07	−0.17	3.26	0.00	−0.27	−0.07
AI beneficial → Attitude towards retailer	−0.13	1.32	0.19	−0.32	0.06	0.05	0.60	0.55	−0.11	0.20
Attitude towards PA → Attitude towards retailer	0.49	4.16	0.00	0.27	0.73	0.49	4.26	0.00	0.27	0.71
Ad relevance × AI → Attitude towards retailer	NA	NA	NA	NA	NA	0.08	2.72	0.01	0.03	0.14
Ad relevance × Risk → Attitude towards retailer	NA	NA	NA	NA	NA	0.14	2.96	0.00	0.06	0.24
Age → Attitude towards PA	0.07	1.44	0.15	−0.03	0.17	0.07	1.44	0.15	−0.02	0.16
Age → Attitude towards retailer	−0.10	2.11	0.04	−0.18	−0.01	−0.06	1.42	0.16	−0.15	0.02
Gender → Attitude towards PA	0.05	1.06	0.29	−0.04	0.16	0.05	1.06	0.29	−0.05	0.15
Gender → Attitude towards retailer	−0.05	1.06	0.29	−0.13	0.04	−0.02	0.46	0.65	−0.11	0.07
Education → Attitude towards PA	0.09	1.62	0.11	−0.02	0.20	0.09	1.64	0.10	−0.01	0.20
Education → Attitude towards retailer	0.05	0.88	0.38	−0.06	0.16	0.09	1.58	0.11	−0.02	0.21
Online shopping frequency → Attitude towards PA	0.12	2.47	0.01	0.03	0.21	0.12	2.45	0.01	0.02	0.21
Online shopping frequency → Attitude towards retailer	−0.04	0.91	0.36	−0.12	0.04	0.02	0.41	0.68	−0.07	0.10
Manipulation → Attitude towards PA	0.03	0.57	0.57	−0.07	0.12	0.03	0.58	0.57	−0.07	0.12
Manipulation → Attitude towards retailer	−0.05	1.10	0.27	−0.13	0.04	−0.03	0.76	0.45	−0.13	0.05

Path	Patch coefficient	t value	p value	Lower bound 95% CI	Upper bound 95% CI	Total effect	t value	p value	Lower bound 95% CI	Upper bound 95% CI
Ad relevance → Attitude towards PA	0.41	3.64	0.00	0.16	0.61	0.41	3.67	0.00	0.16	0.60
Risk beliefs → Attitude towards PA	−0.29	4.13	0.00	−0.42	−0.15	−0.29	4.09	0.00	−0.42	−0.15
AI beneficial → Attitude towards PA	0.36	3.62	0.00	0.16	0.55	0.36	3.63	0.00	0.16	0.55
Ad relevance × Risk beliefs → Attitude towards PA	0.28	3.85	0.00	0.15	0.43	0.28	3.93	0.00	0.16	0.43
Ad relevance × AI beneficial → Attitude towards PA	0.15	3.88	0.00	0.07	0.23	0.15	3.78	0.00	0.07	0.23
Ad relevance → Attitude towards retailer	0.52	5.12	0.00	0.30	0.71	0.72	9.00	0.00	0.55	0.87
Risk beliefs → Attitude towards retailer	−0.03	0.54	0.59	−0.12	0.07	−0.17	3.26	0.00	−0.27	−0.07
AI beneficial → Attitude towards retailer	−0.13	1.32	0.19	−0.32	0.06	0.05	0.60	0.55	−0.11	0.20
Attitude towards PA → Attitude towards retailer	0.49	4.16	0.00	0.27	0.73	0.49	4.26	0.00	0.27	0.71
Ad relevance × AI → Attitude towards retailer	NA	NA	NA	NA	NA	0.08	2.72	0.01	0.03	0.14
Ad relevance × Risk → Attitude towards retailer	NA	NA	NA	NA	NA	0.14	2.96	0.00	0.06	0.24
Age → Attitude towards PA	0.07	1.44	0.15	−0.03	0.17	0.07	1.44	0.15	−0.02	0.16
Age → Attitude towards retailer	−0.10	2.11	0.04	−0.18	−0.01	−0.06	1.42	0.16	−0.15	0.02
Gender → Attitude towards PA	0.05	1.06	0.29	−0.04	0.16	0.05	1.06	0.29	−0.05	0.15
Gender → Attitude towards retailer	−0.05	1.06	0.29	−0.13	0.04	−0.02	0.46	0.65	−0.11	0.07
Education → Attitude towards PA	0.09	1.62	0.11	−0.02	0.20	0.09	1.64	0.10	−0.01	0.20
Education → Attitude towards retailer	0.05	0.88	0.38	−0.06	0.16	0.09	1.58	0.11	−0.02	0.21
Online shopping frequency → Attitude towards PA	0.12	2.47	0.01	0.03	0.21	0.12	2.45	0.01	0.02	0.21
Online shopping frequency → Attitude towards retailer	−0.04	0.91	0.36	−0.12	0.04	0.02	0.41	0.68	−0.07	0.10
Manipulation → Attitude towards PA	0.03	0.57	0.57	−0.07	0.12	0.03	0.58	0.57	−0.07	0.12
Manipulation → Attitude towards retailer	−0.05	1.10	0.27	−0.13	0.04	−0.03	0.76	0.45	−0.13	0.05

Note(s): n = 189; PA = Programmatic Advertising; CI = Confidence Interval; NA = Not Applicable; Italicized paths are statistically significant at 0.05 significance level

CIs obtained through a complete, bias-corrected and accelerated bootstrap procedure with 5,000 samples

Dummy variables: Age (0 = Younger than 35; 1 = 35 and older), gender (0 = Female; 1 = Male), education (0 = Less than a Bachelor's degree; 1 = At least a Bachelor's degree), shopping frequency (0 = Shops online weekly; 1 = Does not shop online weekly) and manipulation (0 = PA without AI condition; 1 = PA with AI condition)

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