Table 7 Results of mediating effect analysis.

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

IV

M

DV

IV → M

IV → DV

M → DV

Indirect effect

CIs

Mediation

CRE

CSV

PI

0.122** (0.043)

0.049n.s.(0.117)

0.878*(0.119)

0.107**(0.041)

[0.038, 0.203]

Yes

CON

0.152** (0.048)

0.001n.s.(0.126)

0.133**(0.046)

[0.057, 0.241]

Yes

COM

0.121*(0.053)

0.436**(0.149)

0.106*(0.053)

[0.013, 0.225]

Yes

CLA

0.213***(0.042)

−0.139n.s.(0.105)

0.187**(0.042)

[0.114, 0.279]

Yes

LIK

0.105*(0.042)

0.373***(0.113)

0.093**(0.043)

[0.019, 0.192]

Yes

EMP

0.113n.s.(0.050)

0.110n.s.(0.137)

0.099*(0.049)

[0.016, 0.203]

Yes

SIM

0.072 * (0.033)

−0.074n.s.(0.092)

0.063*(0.031)

[0.073, 0.129]

Yes

WTU

0.293***(0.053)

0.656***(0.146)

0.257**(0.058)

[0.158, 0.388]

Yes

  1. 95% Bootstrap confidence intervals for indirect effect.
  2. I independent variable; M mediator variable, DV dependent variable, CRE credibility, CON consistency, COM completeness, CLA clarity, LIK likability, EMP empathy, SIM similarity, WTU willingness to use, CSV shared value creation, PI purchase intention on short video platforms.
  3. Significance at: *p<0.05, **p<0.01 and ***p<0.001, n.s. = not significance; SE: standard errors in brackets.
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