Table 4 Hypothesis testing.
From: Modeling the significance of advertising values on online impulse buying behavior
Hypothesis | Beta | CI Min | CI Max | t Value | p Value | f2 | r2 | Decision | |
|---|---|---|---|---|---|---|---|---|---|
H1 | IF → UI | 0.144 | 0.096 | 0.193 | 4.838 | 0.000 | 0.023 | 0.289 | Accepted |
H2 | CD → UI | 0.155 | 0.106 | 0.204 | 5.198 | 0.000 | 0.026 | Accepted | |
H3 | CT → UI | 0.170 | 0.118 | 0.225 | 5.245 | 0.000 | 0.031 | Accepted | |
H4 | ET → UI | 0.104 | 0.054 | 0.156 | 3.312 | 0.000 | 0.011 | Accepted | |
H5 | IN → UI | 0.046 | −0.005 | 0.101 | 1.424 | 0.077 | 0.002 | Rejected | |
H6 | NT → UI | 0.172 | 0.116 | 0.230 | 4.959 | 0.000 | 0.029 | Accepted | |
H7 | UI → OIB | 0.401 | 0.355 | 0.448 | 14.315 | 0.000 | 0.182 | 0.186 | Accepted |
|  | CA → OIB | 0.096 | 0.052 | 0.143 | 3.485 | 0.000 | 0.010 |  |  |
H8 | CA*UI → OIB | 0.025 | −0.031 | 0.077 | 0.775 | 0.219 | 0.001 |  | No Moderation |
