Table 7 Structural equation model validation results.

From: Influence of short video content on consumers purchase intentions on social media platforms with trust as a mediator

Path

Estimate

S.E

C.R

P

Hypotheses

Result

US  →  TR

0.321

0.067

4.821

***

H4

Supported

ES →  TR

0.143

0.060

2.378

0.017

H5

Supported

EN →  TR

0.340

0.061

5.593

***

H6

Supported

TR →  PI

0.170

0.049

3.444

***

H7

Supported

US →  PI

0.228

0.055

4.133

***

H1

Supported

ES →  PI

0.157

0.048

3.253

0.001

H2

Supported

EN →  PI

0.197

0.051

3.895

***

H3

Supported

  1. Note(s): Estimate: the standardized path coefficient; S.E.: standard error of the estimate; C.R.: critical ratio; P = p-value; ***: p < 0.001.
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