Table 11 Effect analysis
From: Why consumers have impulsive purchase behavior in live streaming: the role of the streamer
| Â | Effect | BootSE | BootLLCI | BootULCI | Â |
|---|---|---|---|---|---|
Total effect | 0.3586 | 0.078 | 0.205 | 0.513 | Â |
Direct effect | 0.2102 | 0.0871 | 0.0363 | 0.3844 | 59% |
Mediation | 0.1483 | 0.441 | 0.708 | 0.2424 | 41% |