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Structural model estimates.
| Path | Coefficients (β) | t-values | p-values | Results |
|---|---|---|---|---|
| Live Streaming - > Online Shopping Behavior | 0.039 | 0.879 | 0.380 | Rejected |
| Celebrity Endorsement - > Online Shopping Behavior | 0.452 | 10.233 | 0.000∗ | Accepted |
| Promotional Tools - > Online Shopping Behavior | 0.215 | 3.809 | 0.000∗ | Accepted |
| Online Reviews - > Online Shopping Behavior | 0.207 | 4.901 | 0.000∗ | Accepted |
Note: p∗< 0.05, based on the two-tailed test; t = 1.96.
