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Table 8 Significance of the specific indirect effects and mediation analysis

From: 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

Hypothesis

Structural paths

Path Coefficients (β)

T-Values

P Values

LLCI

ULCI

Decision

H1c

UGC ≥ INS ≥ OPB

0.047

2.399

0.017

0.113

0.215

Accepted

H2c

MIC ≥ INS ≥ OPB

0.025

1.920

0.055

0.000

0.055

Rejected