Table 9 The mediating role of CCB in the relationship between PCB and viewers’ NCFI in TLS.
From: A study on the causes of viewers’ non-continuous following intention in tourism live streaming
Effect | Effect value | Bias corrected CI (95%) | Proportion of effect | Hypothesis test |
|---|---|---|---|---|
TPCB → CCB → NCFI | ||||
Total effect | 0.198 | [0.042, 0.363] | ||
Direct effect | 0.158 | [0.001, 0.322] | 80% | |
Mediating effect of CCB | 0.040 | [0.003, 0.110] | 20% | Support H4a |
RPCB → CCB → NCFI | ||||
Total effect | 0.292 | [0.121, 0.468] | ||
Direct effect | 0.245 | [0.065, 0.427] | 84% | |
Mediating effect of CCB | 0.047 | [0.005, 0.119] | 16% | Support H4b |
