Research Data for LSC-7701 samples

Using nationally representative data from Douyin (N=7701), the conceptual model was validated through PLS-SEM. The findings indicate that PM enhances the positive impacts of SSP on both consumers’ emotional experiences (EX) and PI. However, the multiple group analysis (MGA) based on biological sex shows that the significant enhancement of PM on SSP's effect on PI is evident only in females. Notably, the only significant gender difference is found in the effect of SSP on PI, with males experiencing a stronger positive influence than females.