Table 5 The mediating effect of online social interaction in the relationship between consumer personality and deep online consumption behavior.
From: Consumer personality, online social interaction, and deep online consumption behavior
Indirect relationship | Estimate | S.E. | 95% BC | 95% PC | p-value | ||
|---|---|---|---|---|---|---|---|
Lower | Upper | Lower | Upper | ||||
Consumer personality→Online social interaction→Deep online consumption behavior | 0.890 | 0.123 | 0.606 | 1.117 | 0.635 | 1.135 | 0.000 |
