Table 6 Results of hypothesis testing.

From: How short video marketing influences purchase intention in social commerce: the role of users’ persona perception, shared values, and individual-level factors

Research hypothesis

Path value

S.E.

t-value

p-value

Support

H1: Credibility → Shared value creation

0.122

0.043

2.820

0.005**

Yes

H2: Consistency → Shared value creation

0.152

0.048

3.166

0.002**

Yes

H3: Completeness → Shared value creation

0.121

0.053

2.270

0.023*

Yes

H4: Clarity → Shared value creation

0.213

0.042

5.097

***

Yes

H5: Likability → Shared value creation

0.105

0.042

2.524

0.012*

Yes

H6: Empathy → Shared value creation

0.113

0.050

2.254

0.024*

Yes

H7: Similarity → Shared value creation

0.072

0.033

2.161

0.031*

Yes

H8: Willingness to use → Shared value creation

0.293

0.053

5.569

***

Yes

H9: Shared value creation → Purchase intention on short video platforms

0.878

0.119

7.388

***

Yes

  1. Note. *\(p\) < 0.05; **\(p\) < 0.01; ***\(p\) < 0.001. n.s. = not significant.
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