Table 2 the mediating effect of arousal (LTP).

From: The role of scarcity promotion and cause-related events in impulse purchase in the agricultural product live stream

Variable

Impulse purchase intention

Total effect

Mediating effect

Direct effect

Covariate

 Price awareness

0.080

− 0.038

0.119*

 Self-construal coefficients

0.822

− 0.004

0.826

 Product attractiveness

0.861***

0.361***

0.499***

 Monthly disposable income

0.041

0.032

0.008

Independent variable

 Limited-time promotion

0.638*

0.380*

0.258

Mediator

 Arousal

  

0.519***

 R2

0.794

0.662

0.871

  1. *, **, ***In the table represent P < 0.05, 0.01 and 0.001 respectively.
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