Table 7 Mediation analysis (TA as Mediator)

From: Preserving China’s Intangible Cultural Heritage through AR/VR storytelling, social media, and AI narratives

Pathway

Direct effect (β)

Indirect effect (β)

Total effect (β)

Mediation type

PU → TA → WADI

0.19

0.13

0.32

Partial

PEOU → TA → WADI

0.16

0.12

0.28

Partial

PI → TA → WADI

0.21

0.14

0.35

Partial

PA → TA → WADI

0.18

0.12

0.30

Partial

SME → TA → WADI

0.14

0.12

0.26

Partial

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