Table 9 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 | 0.2662 | 0.091 | 1.841 | 3.225 | Â |
Direct effect | 0.1172 | 0.91 | -0.717 | 0.2816 | 44% |
Mediation | 0.149 | 0.52 | 0.619 | 0.2651 | 56% |