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Table 8 Mediating effect test of cognitive trust (P.F)

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.F

0.2662

3.2371**

0.4796

6.9039***

0.1172

1.35

C.T

    

0.3106

4.2743***

R2

0.0405

0.1612

0.1066

F

10.4789

47.6642

14.739

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BMC Psychology

ISSN: 2050-7283

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