TABLE 3.

Results of hierarchical multiple regression.

Variables	Consumer trust			Purchase intention
	Model 1	Model 2	Model 3	Model 4	Model 5	Model 6
Control variables
Gender	–0.07	–0.08	–0.06	−0.14*	−0.15*	−0.12*
Age	–0.07	–0.10	–0.11	–0.11	–0.11	–0.08
Salary	–0.04	–0.02	–0.02	–0.04	–0.09	–0.06
Education	–0.05	–0.06	–0.04	−0.13*	−0.16*	−0.13*
Independent variable
Broadcaster expertise		0.22**	0.26**		0.20**	0.14*
Mediator
Consumer trust						0.40**
Moderator
Platform reputation		0.31**	0.25**
Interaction
Broadcaster expertise × consumer trust			0.23**
R 2	0.01	0.12	0.16	0.04	0.08	0.23
ΔF	0.62	15.01	13.01	2.53	10.00	48.62

N = 261.

*p < 0.05; **p < 0.01.

The regression coefficients in the table are all standardized regression coefficients.