Understanding How Product Reviews on YouTube Affect Consumers’ Purchase Behaviors in Indonesia: An Exploration Using the Stimulus-Organism-Response Paradigm
Table 6
Summary of hypothesis testing.
Hypothesis
Path coefficient
-value
Conclusion
(H1a) Visual cues ➔ parasocial interaction
0.189
3.998
Supported
(H1b) Auditory cues ➔ parasocial interaction
0.180
4.105
Supported
(H2a) Parasocial interaction ➔ cognitive trust
0.778
28.812
Supported
(H2b) Parasocial interaction ➔ affective trust
0.250
3.452
Supported
(H3) Cognitive trust ➔ affective trust
0.270
3.614
Supported
(H4) Cognitive trust ➔ stickiness
0.528
13.059
Supported
(H5) Affective trust ➔ stickiness
0.154
3.622
Supported
(H6) Cognitive trust ➔ purchase intention
0.113
2.530
Supported
(H7) Affective trust ➔ purchase intention
0.071
2.265
Supported
(H8) Stickiness ➔ purchase intention
0.379
7.336
Supported
(H9) Parasocial interaction ➔ information usefulness
0.045
0.836
Unsupported
(H10) Argument quality ➔ information usefulness
0.273
6.507
Supported
(H11) Source credibility ➔ information usefulness
0.465
7.478
Supported
(H12) Information usefulness ➔ information adoption
