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

Table 5

Path coefficients and significance between variables in each group.

Low-involvement group (n = 384)			High involvement group (n = 232)
Path	Path coefficient	T value	Significance	Path coefficient	T value	Significance
Media influence ⟶ cultural identity	0.027	0.376	Insignificant	0.251	4.331	Significant
Cultural identity ⟶ willingness to buy	0.600	7.494	Significant	0.864	13.490	Significant
Media influence ⟶ willingness to buy	‒0.004	‒0.067	Insignificant	−0.083	−2.111	Significant

^∗ and ^∗∗∗ represent significance at the levels of 5% and 0.1%, respectively.