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Table 5 Results of the mediation test step 2

From: The effect of eye movements and cultural factors on product color selection

X \({{\varvec{b}}}_{1{\varvec{X}}}\)
M \(:\) TFD M \(:\) FC M \(:\) TVD M \(:\) XVC M \(:\) AVD
CA − 0.231*** − 0.244*** − 0.238*** − 0.226*** − 0.011n.s
CB 0.075*** 0.081*** 0.081*** 0.090*** − 0.008n.s
CC 0.107*** 0.126*** 0.110*** 0.127*** − 0.018n.s
CD − 0.205*** − 0.152*** − 0.203*** − 0.155*** − 0.052***
CE − 0.035n.s − 0.089*** − 0.041* − 0.097*** 0.057***
CF 0.223*** 0.211*** 0.226*** 0.199*** 0.028**
CG 0.203*** 0.198*** 0.205*** 0.192*** 0.013n.s
CH − 0.156*** − 0.148*** − 0.159*** − 0.146*** − 0.015n.s
  1. *p value < 0.1, **p value < 0.05, ***p value < 0.01, n.s.   not statistically significant