# Bridging User Perception and Stickiness in Business Microblog Contacts: A Moderated Mediation Model
## 4 Results  
This study verified the mediation models mentioned earlier using the indirect effects approach. The indirect effect of independent variables on criterion variables through the mediator can be quantified as the product of paths [52; 62]. The results from Table 2 denote our mediated effects; Model 1 represents the effects of perceived usefulness and perceived ease of use on emotional connection (\(\beta\) = 0.59 and \(\beta\) = 0.09) and Model 2 indicates the effects of emotional connection on stickiness (\(\beta\) = 0.59). According to the product-of-coefficients approach, this study computes the ratios of product term to estimate standard error. The results suggest that the mediating effect of emotional connection from perceived usefulness to stickiness is significant (\(\beta\) = 0.35, \(p\) < 0.01), and that the mediating effect from perceived ease of use to stickiness is insignificant (\(\beta\) = 0.06, \(p\) > 0.05); therefore, H1 is supported, but H2 is not supported. \begin{table}
\begin{tabular}{c c c c c c c c c c} \hline \hline  & **PEU** & **PU** & **Apt** & **EC** & **St** & **Sex** & **Age** & **Edu** & **Time** \\ \hline
1 & 0.70 & & & & & & & & \\
2 & 0.61 & 0.67 & & & & & & & \\
3 & 0.45 & 0.46 & 0.54 & & & & & & \\
4 & 0.44 & 0.66 & 0.50 & 0.64 & & & & & \\
5 & 0.38 & 0.57 & 0.38 & 0.66 & 0.66 & & & & \\ \hline Mean & 16.16 & 26.46 & 14.04 & 24.05 & 25.27 & 0.39 & 2.48 & 5.21 & 1.70 \\ SD & 2.86 & 4.69 & 2.97 & 4.37 & 4.89 & 0.49 & 0.90 & 0.66 & 0.85 \\ \hline \hline \end{tabular} NOTE: The diagonal elements are square roots of the AVE. The lower-left triangle elements are correlations among the composite measures; 2 PEU: Perceived ease of use. PU: Perceived usefulness. Apt: Adaptivity. EC: Emotional connection. St: Stickiness. Edu: Education level; time: Spend-Time on Internet.  
\end{table} 
Table 1: Correlation Matrix and Descriptive Statistic Measures. \begin{table} \begin{tabular}{c c c c c c c} \hline \hline  & \multicolumn{3}{c}{**Citerion: Emotion Connection**} & \multicolumn{3}{c}{**Citerion: Stickiness**} \\ \cline{2-7}
**Independent** & \multicolumn{3}{c}{**Model 1**} & \multicolumn{3}{c}{**Model 2**} \\ \cline{2-7}
**Variable** & \multicolumn{3}{c}{**Z Value**} & \multicolumn{1}{c}{\(p\)**-Value**} & \multicolumn{1}{c}{\(\beta\)**} & \multicolumn{1}{c}{\(Z\) Value**} & \multicolumn{1}{c}{\(p\)**-Value**} \\ \hline Sex & 0.99 & 3.37 ** & 0.001 & \(-\)0.37 & \(-\)1.15 & 0.25 \\ Age & 0.22 & 1.38 & 0.17 & 0.07 & 0.41 & 0.68 \\ Edu & 0.001 & 0.01 & 0.99 & \(-\)0.002 & \(-\)0.01 & 0.99 \\ time & 0.20 & 1.21 & 0.26 & \(-\)0.04 & \(-\)0.02 & 0.84 \\ PU & 0.59 & 15.70 ** & \(<\)0.001 & 0.21 & 4.22 ** & \(<\)0.001 \\ PEU & 0.09 & 1.51 & 0.067 & 0.05 & 0.07 & 0.24 \\ EC & & & & & 0.59 & 12.62 ** & \(<\)0.001 \\ \hline \hline \end{tabular}  Indirect Effects on stickiness through emotion connection  
perceived usefulness \(>\)stickiness \(>This study further examines how adaptivity moderates the mediating effects of emotional connection on the user perception-stickiness relationship. The statistical results are reported in Tables 3-5. In Table 3, Model 3 shows the coefficient estimate of perceived usefulness and perceived ease of use on emotional connection (\(\beta=0.63\), \(p<0.01\) and \(\beta=-0.38\), \(p<0.05\)), and also that of the product term of independent variables and moderator (\(\beta=-0.01\), \(p>0.05\) and \(\beta=0.03\), \(p<0.05\)). Model 4 presents the coefficient estimate of emotional connection on stickiness (\(\beta=0.58\), \(p<0.01\)). In the moderated mediation model, the interaction coefficient should depart from zero [63]. Based on this perspective, adaptivity may not moderate the mediating effect of emotional connection from perceived usefulness to stickiness, but adaptivity has a significant indirect effect of perceived ease of use on stickiness through emotional connection. However, merely inspecting the signs and magnitudes of regression coefficients is generally insufficient analysis for moderated mediation hypotheses [52].