Want to make me emotional? The influence of emotional advertisements on women’s consumption behavior

Frontiers of Business Research in China

Table 5 Bootstrapping Mediation test (Indirect / Mediation Effect)

Structural Path	Direct Effect (t- Value)	Indirect Effect (t- Value)	Total Effect`	VAF (%)	Interpretation	Results
E➙AT➙CB	0.223	0.114	0.337	34.16	Partial Mediation	Accepted
E➙AT➙CB	(5.836)	(5.686)
A➙AT➙CB	0.231	0.103	0.334	31.24	Partial Mediation	Accepted
A➙AT➙CB	(4.462)	(4.236)
C➙AT➙CB	0.082	0.034	0.116	29.12	Partial Mediation	Accepted
C➙AT➙CB	(2.733)	(2.476)

VAF variance accounted for, n.s not significant; |t| > =1.96 at p = 0.05 level; The VAF > 80% indicates full mediation, 20% ≤ VAF ≥ 80% shows partial mediation while VAF <20% is no mediation(Ali & Park, 2016)