Table 4

Regression results

VariablesFirst stage: (DV: Group leader's friend-roleSecond stage: (DV: user action)
Model 1Model 2Model 1Model 2Model 3
Step 1: Control Variables
Age−0.264−0.158−0.012−0.163−0.077
Gender0.2360.3090.3520.4190.178
Income0.258***0.284**0.283***0.165***0.204***
Shopping Experience0.361***0.379***0.360***0.337***0.362***
Step 2: Main Effects
User Trust   0.582***0.440**
Group Leader's Friend-Role    0.328***
Group Leader's Seller-Role 0.306***  −0.059***
Step 3: Interaction
User Trust × Group Leader's Friend-Role    0.168
User Trust × Group Leader's Seller-Role    −0.447***
R20.5060.6140.4630.7120.771
Incremental R2 0.108 0.2590.059
F 5.479*** 6.230***16.928***
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