Table 5

MGA analysis

Path coefficientsDifference of path coefficients
Experienced usersUsers with little experience
Content appeal → Informative social influence0.439***0.363***0.076
Content appeal → Normative social influence0.276***0.264***0.012
Co-viewer participation → Informative social influence0.204***0.193***0.011
Co-viewer participation → Normative social influence0.255***0.262***−0.007
Informative social influence → Continuous intention0.464***0.247***0.217***
Normative social influence → Continuous intention0.269***0.558***−0.29***
Platform reputation → Informative social influence−0.0220.152−0.173
Platform reputation → Normative social influence0.0570.100−0.043
TikToker attractiveness → Informative social influence0.0160.086−0.070
TikToker attractiveness → Normative social influence0.149**0.252***−0.103

Note(s): *** is significant at p < 0.001

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