TABLE 4.

Estimation results for hypotheses.

Construct	Model 1		Model 2		Model 3
	β	t-value	β	t-value	β	t-value
Attitude toward Social media → Immersion	0.65**	113.38	0.64**	101.55	0.63**	98.75
Moderator effect
Extraversion → Immersion			0.01	1.02	0.01	0.82
Agreeableness → Immersion			−0.03**	2.53	−0.03**	2.69
Openness to experience→ Immersion			0.04**	3.53	0.04**	3.72
Neuroticism → Immersion			0.09**	9.71	0.09**	9.84
Conscientiousness → Immersion			0.02**	2.81	0.02**	2.69
Interaction effect
Attitude toward Social media X Extraversion → Immersion					0.02	1.29
Attitude toward Social media X Agreeableness → Immersion					0.01	0.29
Attitude toward Social media X Openness to experience→ Immersion					0.04**	3.36
Attitude toward Social media X Neuroticism → Immersion					0.05**	4.54
Attitude toward Social media X Conscientiousness → Immersion					−0.01	0.88
Immersion (R2)	0.43		0.44		0.44

*p < 0.1, **p < 0.05.