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

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)