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International Journal of Interdisciplinary Research

Table 13 Multiple regression result of vlogger’s attributes on attitude towards products—explicit exposure

From: Effects of fashion vlogger attributes on product attitude and content sharing

Dependent variable Independent variable β t R2 F
Attitude towards product Attractiveness .496 6.170*** .473 32.351***
Expertise .040 .477
Trustworthiness .291 3.597***
  1. *** p < .001