Table 8 Parameter estimates of structural equation modeling execution results.
From: A study on the causes of viewers’ non-continuous following intention in tourism live streaming
Path relationship | Estimate | S.E | C.R | p value | Standardized estimate | Hypothesis test |
|---|---|---|---|---|---|---|
TPCB → NCFI | 0.158 | 0.067 | 2.354 | ** | 0.157 | Support H1a |
RPCB → NCFI | 0.245 | 0.073 | 3.353 | *** | 0.254 | Support H1b |
TPCB → CCB | 0.284 | 0.074 | 3.819 | *** | 0.305 | Support H2a |
RPCB → CCB | 0.333 | 0.072 | 4.065 | *** | 0.372 | Support H2b |
CCB → NCFI | 0.141 | 0.063 | 2.247 | ** | 0.116 | Support H3 |
VLSD → NCFI | 0.213 | 0.053 | 4.004 | *** | 0.231 | Support H6 |
AA → NCFI | 0.414 | 0.090 | 4.608 | *** | 0.323 | Support H7 |
