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Table 6 Mediating effect test of cognitive trust (P.C)

From: Why consumers have impulsive purchase behavior in live streaming: the role of the streamer

 

I.P.B

C.T

I.P.B

β

t

β

t

β

t

P.C

0.2671

4.2208***

0.3518

6.4186***

0.1678

2.5279*

C.T

    

0.2821

3.9602***

R2

0.067

0.1425

0.1227

F

17.8151

41.199

17.2767

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BMC Psychology

ISSN: 2050-7283

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