Table 9 Results of social presence 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: (High social presence group—Default model)

Shared value creation → Purchase intention on short video platforms

0.616

0.128

4.796

***

Regression weights: (Low social presence group—Default model)

Shared value creation → Purchase intention on short video platforms

0.320

0.211

1.520

0.129n.s.

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