Table 8 Results of regulatory focus moderating 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

 

Estimate

S.E.

C.R.

P

Regression Weights: (Promotion focus group—Default model)

Shared value creation → Purchase intention on short video platforms

0.808

0.201

4.015

***

Regression Weights: (Prevention focus group—Default model)

Shared value creation → Purchase intention on short video platforms

0.665

0.164

4.060

***

  1. Note. ***\(p\)<0.001.
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