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International Journal of Interdisciplinary Research

Table 3 Model coefficients of the sequential mediation model: the effect of vividness on approach intention

From: How to evoke consumer approach intention toward VR stores? Sequential mediation through telepresence and experiential value

Antecedent Consequent
M1 (telepresence) M2 (experiential shopping value) Y (approach intention)
Coeff. SE p Coeff. SE p Coeff. SE p
X (vividness) .563 .065 < .001 .361 .079 < .001 .113 .087 .198
M1 (telepresence)     .353 .092 < .001 .160 .099 .109
M2 (experiential shopping value)        .629 .101 < .001
Constant 1.300 .249 < .001 .688 .258 < .01 .181 .267 .500
  R2 = .428
F(1, 99) = 74.027, p < .001
R2 = .511
F(2, 98) = 51.093, p < .001
R2 = .593
F(3, 97) = 47.096, p < .001
Direct effect of X on Y (vividness → approach intention) B = .11, SE = .09, 95% CI = [− .06 to .29], p = .198
Indirect effect  
Vividness → telepresence → approach intention B = .09, SE = .06, 95% CI = [− .02 to .22] (insignificant)
Vividness → telepresence → experiential shopping value → approach intention B = .12, SE = .05, 95% CI = [.05 to .24] (significant)
Vividness → experiential shopping value → approach intention B = .23, SE = .07, 95% CI = [.12 to .41] (significant)