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Fig 1.

Conceptual model.

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Table 1.

Summary of variables scales.

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Table 1 Expand

Table 2.

Demographic characteristics.

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Table 2 Expand

Table 3.

Test results of reliability and validity (N = 400).

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Table 3 Expand

Table 4.

Distinguishing validity test of model.

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Table 5.

Fit indices for CFA.

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Table 5 Expand

Table 6.

Direct effect and mediation effect.

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Table 6 Expand

Table 7.

Moderation effect of education level and age.

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Table 7 Expand

Table 8.

Moderation effect of perceived risk and live-stream engagement.

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Table 8 Expand