TABLE 4.

Moderated mediation analysis examining the impact of platform reputation on the relationship between broadcasters’ expertise and consumers’ purchase intention with consumers’ trust as a moderator.

Predictor	β	SE	t	LLCI	ULCI
Outcome: Consumer trust
Constant	4.60	0.58	7.90**	3.45	5.74
Broadcaster expertise	0.38	0.09	4.06**	0.20	0.57
Platform reputation	0.27	0.07	3.98**	0.14	0.41
Broadcaster expertise × platform reputation	0.20	0.06	3.61**	0.09	0.32
Outcome: Purchase intention
Constant	3.66	0.63	5.75**	2.41	4.91
Broadcaster expertise	0.22	0.09	2.34*	0.03	0.40
Consumer trust	0.41	0.06	6.97**	0.29	0.53
Conditional bootstrap estimates for consumer trust
Platform reputation	Effect	Boot SE	Boot LLCI	Boot ULCI
–1 SD	0.04	0.05	–0.05	0.13
Mean	0.16	0.05	0.06	0.27
+1 SD	0.28	0.08	0.14	0.44

Bootstrap sample size = 5000.

The level of confidence for all confidence intervals is 95%.

LL, Lower limit; CI, Confidence interval; UL, Upper limit.

N = 261.

*p < 0.05; **p < 0.01.