International Journal of Interdisciplinary Research
Table 14 Moderated regression analysis result of emotional bond on relationship between vloggers’ attributes and content sharing intention depending on product exposure type
From: Effects of fashion vlogger attributes on product attitude and content sharing
Dependent variable | Independent variable X moderator | Implicit exposure | Explicit exposure |
|---|---|---|---|
Content sharing intention | Attractiveness X bond | β = − .115, p = .232 | β = .095, p = .154 |
Expertise X bond | β = .098, p = .341 | β = − .077, p = .274 | |
Trustworthiness X bond | β = .179, p = .045 | β = .078, p = .243 |