Table 4.

Results of mediation analysis.

Variable	M1 Perceived health risk			M2 Trust in the airline			Y1 Travel intention				Y2 Airline Recommendation
		Coeff. (SE)	p		Coeff. (SE)	p		Coeff. (SE)	p				Coeff. (SE)		p
Safety appeal	a1	-.84 (.20)	<.01	a2	.79 (.14)	<.01	c’1	-.38 (.15)	.01			c’2	-.01 (.15)		.95
Perceived health risk (M1)					-.21 (.05)	<.01	b1	-.18 (.05)	<.01			b1	-.12 (.05)		.01
Trust in the airline (M2)							b2	.63 (.07)	<.01			b2	.71 (.07)		<.01
Prior experience (Cov)	f1	.27 (.20)	.19	g1	-.06 (.14)	.69	h1	-.38 (.14)	.01			h1	-.63 (.14)		<.01
Total effect							c1	.38 (.17)	.04			c2	.78 (.18)		<.01
Constant	iM1	3.98 (.43)	<.01	iM2	4.99 (.34)	<.01	iy1	3.52 (.48)	<.01			iy2	2.64 (.48)		<.01
	R2 = .08			R2 = .24			R2 = .41					R2 = .49
	F(2, 215) = 9.00, p < .01			F(3, 214) = 22.94, p < .01			F(4, 213) = 37.62, p < .01					F(4, 213) = 50.39, p < .01
Indirect effects (travel intention)												Coeff.		CI [95%]
Safety appeal-- > Perceived health risk → Travel intention										a1b1		.15		[.05, .29]
Safety appeal-- > Trust in the airline → Travel intention										a1b2		.50		[.30, .72]
Safety appeal-- > Perceived health risk → Trust in the airline → Travel intention										a1b1b2		.11		[.05, .19]
Indirect effects (recommendation)
Safety appeal-- > Perceived health risk → Recommendation										a1b1		.10		[.01, .23]
Safety appeal-- > Trust in the airline → Recommendation										a1b2		.56		[.36, .79]
Safety appeal-- > Perceived health risk-- > Trust in the airline → Recommendation										a1b1b2		.12		[.05, .22]