Table 4.
Moderated mediation analysis—self-construal (InterSC and IndSC) moderates the direct and indirect relationship between VA and SCI (PROCESS model 8, 95% CI).
| B | se | t | p | LLCI | ULCI | |
|---|---|---|---|---|---|---|
| Model 1: SCI as outcome | ||||||
| PU | 0.607 | 0.057 | 10.575 | 0.000 | 0.494 | 0.720 |
| VA | 0.149 | 0.055 | 2.729 | 0.007 | 0.042 | 0.256 |
| InterSC | 0.235 | 0.059 | 4.017 | 0.000 | 0.120 | 0.350 |
| VA X InterSC | 0.055 | 0.026 | 2.102 | 0.036 | 0.004 | 0.107 |
| The conditional direct effect of VA on SCI at values of InterSC | ||||||
| InterSC (-1 SD) | 0.087 | 0.062 | 1.407 | 0.160 | −0.034 | 0.208 |
| InterSC (+1 SD) | 0.211 | 0.063 | 3.370 | 0.001 | 0.088 | 0.335 |
| Model 2: PU as outcome | ||||||
| VA | 0.399 | 0.046 | 8.732 | 0.000 | 0.309 | 0.489 |
| IndSC | 0.447 | 0.054 | 8.221 | 0.000 | 0.340 | 0.554 |
| VA X IndSC | −0.073 | 0.025 | −2.884 | 0.004 | −0.122 | −0.023 |
| The conditional direct effect of VA on PU at values of IndSC | ||||||
| IndSC (−1 SD) | 0.478 | 0.054 | 8.869 | 0.000 | 0.372 | 0.584 |
| IndSC (+1 SD) | 0.321 | 0.053 | 6.093 | 0.000 | 0.217 | 0.424 |
| Bootstrapping results for the indirect effect (via PU) between VA and SCI | ||||||
| Index of moderated mediation | Index | SE (Boot) | BootLLCI | BootULCI | ||
| IndSC(moderator) | −0.045 | 0.021 | −0.092 | −0.009 | ||
| The conditional indirect effect of VA ON SCI via PU | ||||||
| IndSC (−1 SD) | 0.295 | 0.062 | 0.185 | 0.427 | ||
| IndSC (+1 SD) | 0.198 | 0.067 | 0.091 | 0.355 | ||
N = 321. B, unstandardized regression coefficients; LL, lower limit; CI, confidence interval; UL, upper limit; Boot, bootstrap (sample = 5,000); VA, visual aesthetics; PU, perceived usefulness; SCI, social commerce intention; InterSC, interdependent self-construal; IndSC, independent self-construal.