Table 5 The mediating effect of moral elevation.

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

0.125

0.055

0.070

 Self-construal coefficients

0.359

− 0.333

0.692

 Product attractiveness

0.742***

0.180***

0.562***

 Monthly disposable income

0.019

− 0.066

0.085

Independent variable

 Cause-related events

0.441*

0.335***

0.106

 Mediator

   

Moral elevation

0.425***

 R2

0.704

0.505

0.765

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