Table 5 Path coefficients and confidence interval.

From: What motivate consumers’ purchase intention and the intention to continue watching in livestream shopping

Path

Hypo-thesis

Type of effect

Effect

Standard error

95% Confidence Interval

Relationships

LLCI

ULCI

ICW -> SS -> PI

H2b

Indirect effect

0.004***

0.001

0.002

0.006

Partial mediated

  

Direct effect

0.110***

0.020

0.072

0.149

 

VIV -> STICK -> PI

H9a

Indirect effect

0.069***

0.009

0.052

0.088

Partial mediated

  

Direct effect

0.157***

0.020

0.119

0.195

 

ATT -> STICK -> PI

H9b

Indirect effect

0.070***

0.009

0.053

0.088

Partial mediated

  

Direct effect

0.185***

0.020

0.147

0.224

 

FLO -> STICK -> PI

H9c

Indirect effect

0.073***

0.009

0.056

0.092

Partial mediated

  

Direct effect

0.173***

0.020

0.134

0.211

 

MTC -> STICK -> PI

H9d

Indirect effect

0.049***

0.009

0.032

0.067

Partial mediated

  

Direct effect

0.079***

0.019

0.041

0.117

 

SP -> ICW -> SS

–

Indirect effect

0.036***

0.007

0.023

0.050

Partial mediated

  

Direct effect

0.202***

0.020

0.163

0.241

 

VIV -> ARL -> ICW

–

Indirect effect

0.042***

0.007

0.029

0.057

Partial mediated

  

Direct effect

0.141***

0.020

0.101

0.181

 

ATT -> ARL -> ICW

–

Indirect effect

0.044***

0.007

0.031

0.059

Partial mediated

  

Direct effect

0.071***

0.020

0.031

0.111

 

FLO -> ARL -> ICW

–

Indirect effect

0.036***

0.007

0.025

0.050

Partial mediated

  

Direct effect

0.111***

0.020

0.072

0.151

 

MTC -> ARL -> ICW

–

Indirect effect

0.036***

0.007

0.024

0.050

Partial mediated

  

Direct effect

0.114***

0.020

0.074

0.153

 

VIV -> PLE -> ICW

–

Indirect effect

0.049***

0.008

0.034

0.067

Partial mediated

  

Direct effect

0.134***

0.020

0.094

0.174

 

FLO -> PLE -> ICW

–

Indirect effect

0.058***

0.010

0.041

0.078

Partial mediated

  

Direct effect

0.089***

0.021

0.049

0.130

 

ATT -> PLE -> ICW

–

Indirect effect

0.053***

0.009

0.037

0.071

Partial mediated

  

Direct effect

0.063***

0.021

0.022

0.103

 

MTC -> PLE -> ICW

–

Indirect effect

0.030***

0.007

0.018

0.044

Partial mediated

  

Direct effect

0.120***

0.020

0.080

0.159

 

ARL -> ICW -> SS

–

Indirect effect

0.043***

0.020

0.030

0.060

Partial mediated

  

Direct effect

0.266***

0.008

0.228

0.305

 

PLE -> ICW -> SS

–

Indirect effect

0.042***

0.007

0.029

0.057

Partial mediated

  

Direct effect

0.295***

0.020

0.256

0.333

 
  1. All values significant at ***p < 0.001.
  2. VIV vividness, ATT attractiveness of live-streamers, FLO flow, MTC multisensory cues, ARL arousal, PLE pleasure, SP social presence, SS social sharing, STICK stickiness, ICW the intention to continue watching, PI purchase intention.
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