Table 8 Mediation effect analysis results.

From: Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator

Path

Estimate

SE

95% CI (Lower)

95% CI (Upper)

z-value

p-value

Results

US → TR → PI

      

Partial mediation

 Indirect effect

0.029

0.013

0.004

0.055

2.23

0.026

Significant

 Direct effect

0.175

0.052

0.073

0.277

3.362

0.001

Significant

 Total effect

0.204

0.053

0.1

0.308

3.849

< 0.001

Significant

ES → TR → PI

      

Partial mediation

 Indirect effect

0.067

0.016

0.031

0.095

4.078

< 0.001

Significant

 Direct effect

0.215

0.056

0.106

0.325

3.86

< 0.001

Significant

 Total effect

0.282

0.055

0.174

0.39

5.119

< 0.001

Significant

EN → TR → PI

      

Partial mediation

 Indirect effect

0.054

0.016

0.022

0.084

3.394

0.001

Significant

 Direct effect

0.205

0.053

0.101

0.309

3.851

< 0.001

Significant

 Total effect

0.259

0.053

0.154

0.363

4.867

< 0.001

Significant