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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