A study on the influence of media opinion leaders on consumers' brand recognition of wine tourism destinations – the moderating effect of the degree of media informatization

Open Access

Table 4

Results of the mediational analysis.

Variable	Model 1	Model 2	Model 3	Model 4	Model 5	Model 6
Gender	0.007	0.015	0.004	0.016	-0.010	0.010
Age	0.063 ②	0.051 ②	0.063 ②	0.048 ①	0.029	0.026
Edu	0.068 ②	0.069 ③	0.096 ③	0.086 ③	0.050 ①	0.058 ②
Occ	0.027	0.033	0.053 ①	0.050 ②	0.003	0.023
MSL	-0.008	-0.003	-0.002	0.002	0.041	0.025
EXP	0.923 ③	0.612 ③
INT			0.904 ③	0.495 ③
POP					0.914 ③	0.463 ③
FE		0.333 ③		0.445 ③		0.497 ③
R²	0.908	0.921	0.884	0.911	0.869	0.916
ΔR²		0.013		0.027		0.047

Notes：^①p < 0.05, ^②p < 0.01, ^③p < 0.001.

Current usage metrics show cumulative count of Article Views (full-text article views including HTML views, PDF and ePub downloads, according to the available data) and Abstracts Views on Vision4Press platform.

Data correspond to usage on the plateform after 2015. The current usage metrics is available 48-96 hours after online publication and is updated daily on week days.

Initial download of the metrics may take a while.