Table 4 Model coefficients of the sequential mediation model: the effect of interactivity on approach intention

X (interactivity)

.177

.090

.051

.067

.071

.347

.071

.065

.276

M1 (telepresence)

.613

.078

< .001

.202

.091

< .05

M2 (experiential shopping value)

.674

.093

< .001

Constant

2.789

.314

< .001

.920

.325

< .01

.069

.310

.825

R² = .038

F(1, 99) = .0889, p = .051

R² = .412

F(2, 98) = 34.315, p < .001

R² = .591

F(3, 97) = 46.709, p < .001

Direct effect of X on Y (interactivity → approach intention)

B = .07, SE = .07, 95% CI = [− .06 to .20], p = .276

Indirect effect

Interactivity → telepresence → approach intention

B = .04, SE = .03, 95% CI = [− .01 to .11] (insignificant)

Interactivity → telepresence → experiential shopping value → approach intention

B = .07, SE = .04, 95% CI = [.01 to .16] (significant)

Interactivity → experiential shopping value → approach intention

B = .05, SE = .05, 95% CI = [− .05 to .15] (insignificant)