Table 3.

Results of the moderated regression analyses.

Variables	Purchase intention
	Model 1	Model 2	Model 3	Model 4	Model 5	Model 6	Model 7
Age	−0.062	−0.060	−0.066	−0.067	−0.045	−0.054	−0.056
Gender	0.012	−0.022	0.000	−0.001	0.005	0.020	0.022
Education	0.129*	0.091	0.075	0.072	0.106*	0.087	0.078
Occupation	0.059	−0.026	−0.022	−0.019	0.019	0.013	0.017
Income	0.020	0.064	0.079	0.080	0.041	0.060	0.061
Purchase frequency	−0.331***	−0.168***	−0.127**	−0.126**	−0.180***	−0.141**	−0.136**
Social presence		0.599***	0.451***	0.451***
Flow experience					0.580***	0.428***	0.426***
The consistency of Internet celebrities’ image and product image			0.285***	0.290***		0.278***	0.293***
Social presence × The consistency of Internet celebrities’ image and product image				−0.024
Flow experience × The consistency of Internet celebrities’ image and product image							−0.059
R 2	0.096	0.424	0.477	0.475	0.412	0.459	0.461
∆R 2	0.115***	0.323***	0.054***	0.001	0.311***	0.048***	0.003
F	5.874	29.985	32.436	28.786	28.631	30.318	27.203

N=277.

^*p<0.05,

^**p<0.01,

^***p<0.001.