Consumers’ Impulsive Buying Behavior in Online Shopping Based on the Influence of Social Presence

Table 5

Structural equation model coefficient parameter table.

Research route			Standardized coefficient	Nonstandardized coefficient	S.E.	C.R.
SP	<---	Inter	0.204	0.272	0.074	3.675
SP	<---	Vivid	0.427	0.588	0.093	6.344
SP	<---	MR	0.217	0.293	0.077	3.816
IBB	<---	SP	0.344	0.337	0.06	5.642
PP	<---	IBB	0.174	0.162	0.054	3.011	0.003