Table 3.
Moderated serial mediation results for the effect of persuasive appeal on purchase intention, moderated by risk perception, and mediated serially by T2F, anger, Apsa, and VBI.
| Predictor | T2F β (SE) [CILL-UL] | Anger β (SE) [CILL-UL] | APSA β (SE) [CILL-UL] | VBI β (SE) [CILL-UL] | PI β (SE) [CILL-UL] |
|---|---|---|---|---|---|
| constant | 4.33 (0.62) *** [3.11, 5.54] |
0.16 (0.78) [−1.38, 1.70] |
2.07 (1.00) * [0.11, 4.04] |
1.64 (1.00) [−0.32, 3.59] |
0.78 (0.84) [−0.86, 2.42] |
| PA | 1.54 (0.60) * [0.36, 2.71] |
−0.49 (0.40) [−1.27, 0.29] |
−1.36 (0.51) ** [−2.36, −0.36] |
0.81 (0.45) † [−0.07, 1.70] |
−0.13 (0.37) [−0.87, 0.60] |
| RP | 0.06 (0.07) [−0.08, 0.20] |
−0.05 (0.11) [−0.27, 0.17] |
0.20 (0.14) [−0.08, 0.30] |
−0.10 (0.15) [−0.39, 0.20] |
−0.43 *** (0.13) [−0.68, −0.18] |
| PA x RP | −0.35 (0.10) *** [−0.55, −0.15] |
0.09 (0.07) [−0.04, 0.23] |
0.34 (0.09) *** [0.17, 0.52] |
−0.22 (0.08) ** [−0.38, −0.07] |
0.03 (0.07) [−0.10, 0.16] |
| T2F | -- | 1.03 (0.16) *** [0.71, 1.34] |
0.71 (0.34) * [0.04, 1.38] |
0.83 (0.32) ** [0.21, 1.45] |
−0.41 (0.26) [−0.92, 0.10] |
| Anger | -- | -- | −0.30 (0.30) [−0.90, 0.30] |
−0.38 (0.27) [−0.90, 0.14] |
0.07 (0.22) [−0.35, 0.50] |
| APSA | -- | -- | -- | −0.01 (0.19) [−0.38, 0.37] |
0.17 (0.18) [−0.18, 0.51] |
| VBI | -- | -- | -- | -- | 1.26 (0.19) *** [0.88, 1.63] |
| T2F x RP | -- | −0.02 (0.02) [−0.07, 0.03] |
−0.06 (0.05) [−0.16, 0.05] |
−0.10 (0.05) * [−0.20, −0.01] |
0.13 *** (0.04) [0.05, 0.22] |
| Anger x RP | -- | -- | 0.04 (0.05) [−0.05, 0.14] |
0.08 (0.04) * [0.001, 0.17] |
0.03 (0.03) [−0.04, 0.10] |
| APSA x RP | -- | -- | -- | 0.08 (0.03) ** [0.02, 0.14] |
0.02 (0.02) [−0.04, 0.07] |
| VBI x RP | -- | -- | -- | -- | −0.15 *** (0.03) [−0.21, −0.10] |
| Gender | −0.23 (0.10)* [−0.43, −0.03] |
−0.02 (0.07) [−0.15, 0.11] |
−0.19 (0.09)* [−0.36, −0.02] |
−0.18 (0.07) * [−0.33, −0.04] |
0.02 (0.06) [−0.10, 0.14] |
| Age | 0.004 (0.005) [−0.01, 0.01] |
0.005 (0.003) [−0.001, 0.01] |
−0.003 (0.004) [−0.01, 0.01] |
0.003 (0.004) [−0.005, 0.01] |
−0.003 (0.003) [−0.01, 0.002] |
| Prescription med. | −0.98 (0.12) *** [−1.22, −0.75] |
−0.09 (0.08) [−0.25, 0.07] |
−0.11 (0.11) [−0.31, 0.10] |
0.20 (0.09) * [0.02, 0.38] |
−0.09 (0.07) [−0.24, 0.05] |
| Health insurance | −0.12 (0.13) [−0.37, 0.12] |
−0.10 (0.08) [−0.26, 0.07] |
−0.18 (0.11) † [−0.39, 0.03] |
−0.02 (0.09) [−0.21, 0.16] |
0.03 (0.08) [−0.12, 0.18] |
| Education | 0.47 (0.06) *** [0.36, 0.59] |
0.08 *(0.04) * [0.004, 0.16] |
0.20 (0.05) *** [0.10, 0.30] |
0.07 (0.05) [−0.02, 0.15] |
0.11 (0.04) [0.04, 0.18] |
| HH income | −0.26 (0.07) *** [−0.40, −0.12] |
−0.08 (0.05) [−0.17, 0.02] |
−0.06 (0.06) [−0.18, 0.06] |
−0.08 (0.05) [−0.19, 0.03] |
−0.03 (0.04) [−0.12, 0.06] |
| Model Statistics | R = 0.49, R2 = 0.24, F(9, 721) = 25.68 *** |
R = 0.85, R2 = 0.73, F(11, 719) = 178.48 *** |
R = 0.51, R2 = 0.26, F(13, 717) = 19.46 *** |
R = 0.71, R2 = 0.51, F(15, 715) = 50.53 *** |
R = 0.90, R2 = 0.81, F(17, 713) = 177.96 *** |
| Indirect Effects a | Risk Perception (Moderator) Values | ||||
| Lower RP (4.67) | Moderate RP (6.00) | Higher RP (7.00) | |||
|
β (Boot SE)
[Boot CILL-UL] |
β (Boot SE)
[Boot CILL-UL] |
β (Boot SE)
[Boot CILL-UL] |
|||
| PA → T2F → PI | −0.02 (0.03) [−0.09, 0.04] | −0.22 (0.06) [−0.35, −0.11] | −0.48 (0.13) [−0.74, −0.25] | ||
| PA → Anger → PI | −0.01 (0.02) [−0.06, 0.02] | 0.01 (0.02) [−0.03, 0.06] | 0.04 (0.04) [−0.03, 0.13] | ||
| PA → APSA → PI | 0.06 (0.03) [0.003, 0.14] | 0.18 (0.04) [0.11, 0.26] | 0.28 (0.08) [0.14, 0.44] | ||
| PA → VBI → PI | −0.13 (0.06) [−0.25, −0.02] | −0.18 (0.04) [−0.28, −0.11] | −0.15 (0.05) [−0.26, −0.05] | ||
| PA → T2F → Anger → PI | −0.02 (0.03) [−0.07, 0.03] | −0.13 (0.04) [−0.21, −0.06] | −0.23 (0.09) [−0.43, −0.09] | ||
| PA → T2F → APSA → PI | −0.01 (0.02) [−0.05, 0.02] | −0.05 (0.−02) [−0.09, −0.02] | −0.07 (0.03) [−0.15, −0.02] | ||
| PA → T2F → VBI → PI | −0.02 (0.03) [−0.09, 0.03] | −0.04 (0.09, −0.001] | −0.02 (0.02) [−0.06, 0.02] | ||
| PA → Anger → APSA → PI | 0.002 (0.004) [−0.004, 0.01] | −0.001 (0.002) [−0.005, 0.003] | 0.0002 (0.005) [−0.01, 0.01] | ||
| PA → Anger → VBI → PI | −0.001 (0.006) [−0.02, 0.01] | 0.002 (0.004) [−0.01, 0.01] | 0.006 (0.007) [−0.01, 0.02] | ||
| PA → T2F → Anger → APSA → PI | 0.002 (0.005) [−0.01, 0.01] | 0.01 (0.01) [−0.01, 0.02] | −0.001 (0.02) [−0.05, 0.04] | ||
| PA → T2F → Anger → VBI → PI | −0.001 (0.001) [−0.02, 0.02] | −0.02 (0.01) [0.05, −0.001] | −0.03 (0.02) [−0.08, −0.004] | ||
| PA → T2F → APSA → VBI → PI | −0.01 (0.01) [−0.03, 0.01] | −0.03 (0.01) [−0.06, −0.01] | −0.03 (0.02) [−0.06, −0.01] | ||
| PA → Anger → APSA → VBI → PI | 0.001 (0.003) [−0.003, 0.001] | −0.0003 (0.001) [−0.003, 0.002] | 0.0001 (0.002) [−0.003, 0.01] | ||
| PA → T2F → Anger → APSA → VBI → PI | 0.002 (0.004) [−0.004, 0.01] | 0.003 (0.01) [−0.01, 0.01] | −0.001 (0.01) [−0.02, 0.02] | ||
Notes. PA = Persuasive Appeal; RP = Risk Perception; T2F = Threat to Freedom; APSA = Attitudes toward the PSA; VBI = Viral Behavioral Intentions; PI = Purchase Intentions; † p ≤ 0.10 * p ≤ 0.05, ** p ≤ 0.01, *** p ≤ 0.001; a bolded indirect effects indicate significant effect as confidence interval does not include a true zero.