Do user-generated content and micro-celebrity posts encourage generation Z users to search online shopping behavior on social networking sites—the moderating role of sponsored ads

Future Business Journal

Table 7 Hypotheses testing and path coefficients results

Hs	Structural paths	Path Coefficients (β)	T-values	P values	f-square	Effect size	LLCI	ULCI	Decision
H1a	UGC ≥ INS	0.412	7.777	0.000	0.195	Moderate	0.315	0.516	Accepted
H1b	UGC ≥ OPB	0.204	4.815	0.000	0.062	Small	0.127	0.290	Accepted
H2a	MIC ≥ INS	0.223	4.100	0.000	0.057	Small	0.103	0.316	Accepted
H2b	MIC ≥ OPB	0.460	11.535	0.000	0.312	Moderate	0.380	0.524	Accepted
H3	INS ≥ OPB	0.114	2.425	0.016	0.019	Small	0.028	0.202	Accepted
H4a	SA ≥ OPB	0.207	6.032	0.000	0.077	Small	0.148	0.281	Accepted
H4b	INS ≥ SA ≥ OPB	− 0.079	2.001	0.046	0.010	Small	− 0.004	− 0.162	Accepted

NB Coefficient of determination (R²) for INS = 0.302 and OPB = 0.555
Blindfolding-based Cross-Validity Redundancy (Q²) for INS = 0.241, and OPB = 0.376