Table 6 Results of the OLS regression... | Emerald Publishing

Table 6

Results of the OLS regression model

Independent variable	Dependent variable: PCS
	Model 1		Model 2
	Estimate (SE)	p-value	Estimate (SE)	p-value
Intercept	0.312 (0.072)	0.000	0.307 (0.072)	0.000
Follower count	−0.019 (0.015)	0.211	−0.016 (0.015)	0.284
Caption word count	0.007 (0.005)	0.186	0.007 (0.005)	0.182
Days of being posted^a	0.009 (0.005)	0.069	0.008 (0.005)	0.111
Gender	0.010 (0.010)	0.326	0.011 (0.010)	0.271
Product category^b
Beverage	−0.006 (0.017)	0.737	−0.010 (0.016)	0.561
Food	0.011 (0.017)	0.519	0.011 (0.017)	0.524
Cosmetics	0.004 (0.017)	0.807	0.004 (0.017)	0.830
Electronics	0.043 (0.019)	0.025	0.043 (0.019)	0.024
Authenticity	0.046 (0.011)	0.000	0.037 (0.016)	0.026
Vividness	−0.018 (0.010)	0.092	−0.005 (0.014)	0.732
Coolness	0.001 (0.010)	0.939	−0.018 (0.014)	0.191
Congruence	0.033 (0.011)	0.003	0.030 (0.011)	0.005
Authenticity × Vividness			−0.030 (0.020)	0.140
Authenticity × Coolness			0.046 (0.020)	0.022
F-value	4.139^⁎⁎		4.157^⁎⁎
R-square	0.206		0.234

Independent variable	Dependent variable: PCS
	Model 1		Model 2
	Estimate (SE)	p-value	Estimate (SE)	p-value
Intercept	0.312 (0.072)	0.000	0.307 (0.072)	0.000
Follower count	−0.019 (0.015)	0.211	−0.016 (0.015)	0.284
Caption word count	0.007 (0.005)	0.186	0.007 (0.005)	0.182
Days of being posted^a	0.009 (0.005)	0.069	0.008 (0.005)	0.111
Gender	0.010 (0.010)	0.326	0.011 (0.010)	0.271
Product category^b
Beverage	−0.006 (0.017)	0.737	−0.010 (0.016)	0.561
Food	0.011 (0.017)	0.519	0.011 (0.017)	0.524
Cosmetics	0.004 (0.017)	0.807	0.004 (0.017)	0.830
Electronics	0.043 (0.019)	0.025	0.043 (0.019)	0.024
Authenticity	0.046 (0.011)	0.000	0.037 (0.016)	0.026
Vividness	−0.018 (0.010)	0.092	−0.005 (0.014)	0.732
Coolness	0.001 (0.010)	0.939	−0.018 (0.014)	0.191
Congruence	0.033 (0.011)	0.003	0.030 (0.011)	0.005
Authenticity × Vividness			−0.030 (0.020)	0.140
Authenticity × Coolness			0.046 (0.020)	0.022
F-value	4.139^⁎⁎		4.157^⁎⁎
R-square	0.206		0.234

Note(s): ^⁎⁎p < 0.01. Estimate, unstandardized regression coefficients

^aThe number of days from the date of posting to the date of collecting

^bApparel, reference category