Research Article
[Retracted] Media Influence and the Willingness to Buy Intangible Cultural Heritage Products: A Moderated Mediator Model
Table 6
Significance test of path coefficient difference.
| | Model | Path | χ2 | dƒ | Δχ2 | Δdƒ | Significance |
| | Unconstrained model | | 814.322 | 344 | — | — | ― | | Constrained model | Media influence ⟶ cultural identity | 817.586 | 345 | 3.264 | 1 | Significant | | Cultural identity ⟶ willingness to buy | 819.185 | 345 | 4.863 | 1 | Significant | | Media influence ⟶ willingness to buy | 815.811 | 345 | 1.489 | 1 | Insignificant |
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∗ and ∗∗ represent significance at the levels of 10% and 5%, respectively.
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