Table 5 Specific indirect effects.

From: Modeling the significance of advertising values on online impulse buying behavior

Hypothesis

Beta

CI Min

CI Max

t Value

p Value

H9: IF → UI → OIB

0.058

0.037

0.080

4.437

0.000

H10:CD → UI → OIB

0.062

0.042

0.084

4.841

0.000

H11: CT → UI → OIB

0.068

0.046

0.092

4.864

0.000

H12: ET → UI → OIB

0.042

0.021

0.065

3.121

0.001

H13: IN → UI → OIB

0.019

−0.002

0.042

1.387

0.083

H14: NT → UI → OIB

0.069

0.045

0.095

4.534

0.000

  1. IF informativeness, CD credibility, CT creativity, ET entertainment, IN interaction, NT integration, UI urge to buy impulsively, CA customer anxiety, OIB online impulse buying behavior.
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