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Future Business Journal

Table 9 Moderating effect of online purchasing behavior

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 path

Path Coefficients (β)

T-values

P values

Decision

Comment

H4b

INS ≥ SA ≥ OPB

 − 0.079

2.001

0.046

Supported

Moderated

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