Fig 1.
Model of the impact of virtual streamers characteristics on agricultural product consumers’ purchase intention.
Table 1.
Descriptive analysis of demographic variables.
Table 2.
Convergent validity and composite reliability tests for each dimension.
Table 3.
Discriminant validity analysis.
Table 4.
Correlation analysis of variables.
Table 5.
Fit of the measurement model.
Table 6.
Results of hypothesis testing (N = 302).
Fig 2.
Structural Equation Model Diagram.
Note: *p < 0.05, **p < 0.01, ***p < 0.001.
Table 7.
Bootstrap analysis of mediating effects.
Table 8.
Moderating effect analysis of human-machine trust.