From brick-and-mortar to livestream shopping: product information acquisition from the uncertainty reduction perspective

Fashion and Textiles

International Journal of Interdisciplinary Research

Table 3 Structural results

Paths	β	t-values	Confidence interval (95%)	VIF	f²
Direct Path Results: H1–H6
H1a: SA → PD	0.048	0.691	[− 0.090; 0.191]	1.058	0.002
H1b: SA → IS	0.361^***	6.121	[0.245; 0.474]	1.058	0.141
H1c: SA → OR	0.283^***	4.300	[0.151; 0.406]	1.058	0.081
H2a: NT → PD	− 0.067	0.929	[− 0.206; 0.073]	1.058	0.004
H2b: NT → IS	− 0.120	1.914	[− 0.247; 0.003]	1.058	0.016
H2c: NT → OR	− 0.066	1.011	[− 0.194; 0.059]	1.058	0.004
H3a: SA → PU	0.030	0.508	[− 0.088; 0.144]	1.252	0.001
H3b: NT → PU	0.370^***	6.683	[0.259; 0.476]	1.075	0.173
H4a PD → PU	− 0.323^***	5.521	[− 0.439; − 0.211]	1.379	0.103
H4b IS → PU	− 0.007	0.093	[− 0.158; 0.143]	1.660	0.000
H4c: OR → PU	− 0.023	0.326	[− 0.162; 0.112]	1.603	0.000
H5a: PD → PI	0.129	1.760	[− 0.004; 0.285]	1.482	0.017
H5b: IS → PI	0.151^*	2.124	[0.007; 0.286]	1.528	0.022
H5c: OR → PI	0.299^***	3.751	[0.140; 0.456]	1.567	0.085
H6: PU → PI	− 0.221^***	4.084	[− 0.321; − 0.111]	1.145	0.064
Indirect Path Results: H7
H7a: PD → PU → PI	0.071^***	3.635	[0.035; 0.111]
H7b: IS → PU → PI	0.002	0.093	[− 0.033; 0.036]
H7c: OR → PU → PI	0.005	0.321	[− 0.024; 0.039]
Explained variance
R² PD	0.005
R² IS	0.125
R² OR	0.075
R² PU	0.269
R² PI	0.333

SA Salespeople’s Assistance, NT Need for Touch, PD Product Demonstration, IS Interaction with the Seller, OR Other Viewers’ Reviews, PU Product Uncertainty, PI Purchase Intention
Significant at *p < .05, **p < .01, ***p < .001