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
Rejected