International Journal of Interdisciplinary Research
Table 15 Moderated regression analysis result of emotional bond on relationship between vloggers’ attributes and attitude towards product 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 |
|---|---|---|---|
Attitude towards product | Attractiveness X bond | β = − .179, p = .099 | β = − .013, p = .866 |
Expertise X bond | β = .128, p = .266 | β = − .140, p = .085 | |
Trustworthiness X bond | β = .167, p = .094 | β = .122, p = .112 |