[Retracted] Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model

Table 4

Path coefficient estimates of model A.

Hypothesis	Path	Estimate	S.E.	C.R.	P	Valid
H1	Media influence ⟶ willingness to buy	‒0.023	0.033	‒749	.454	No
H2	Media influence ⟶ cultural identity	0.182	0.029	3.956		Yes
H3	Cultural identity ⟶ willingness to buy	0.769	0.083	15.328		Yes

^∗∗∗ represents significance at the level of 0.1%.