Skip to main content

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