Table 3. Results of structural model...

Table 3.

Results of structural model assessment

H	Relationship	Coefficient	SD	t-value	f²	Confidence interval	VIF	p-value	Supported
H1a	AA → SP	0.167	0.043	3.866	0.023	0.080, 0.252	1.698	0.000***	YES
H1b	AA → TP	0.310	0.034	9.234	0.192	0.244, 0.375	1.698	0.000***	YES
H2a	AB → SP	0.140	0.038	3.671	0.020	0.064, 0.215	1.398	0.000***	YES
H2b	AB → TP	0.086	0.023	3.797	0.018	0.043, 0.129	1.398	0.000***	YES
H3a	VSI → SP	0.205	0.044	4.712	0.036	0.120, 0.291	1.629	0.000***	YES
H3b	VSI → TP	0.291	0.034	8.503	0.177	0.224, 0.358	1.629	0.000***	YES
H4a	VVI → SP	0.167	0.042	3.941	0.022	0.083, 0.250	1.804	0.000***	YES
H4b	VVI → TP	0.346	0.031	11.120	0.226	0.285, 0.406	1.804	0.000***	YES
H5a	SP → CWI	0.299	0.040	7.426	0.082	0.220, 0.376	1.246	0.000***	YES
H5b	SP → PI	0.229	0.041	5.635	0.051	0.146, 0.307	1.348	0.000***	YES
H6a	TP → CWI	0.103	0.039	2.654	0.010	0.027, 0.178	1.246	0.008**	YES
H6b	TP → PI	0.161	0.038	4.255	0.027	0.086, 0.236	1.258	0.000***	YES
H7	CWI → PI	0.253	0.039	6.548	0.073	0.178, 0.330	1.145	0.000***	YES
Model fit				Q²	R²
SRMR	0.048		SP	0.176	0.289
			TP	0.499	0.706
			CWI	0.085	0.127
			PI	0.154	0.234

H	Relationship	Coefficient	SD	t-value	f²	Confidence interval	VIF	p-value	Supported
H1a	AA → SP	0.167	0.043	3.866	0.023	0.080, 0.252	1.698	0.000***	YES
H1b	AA → TP	0.310	0.034	9.234	0.192	0.244, 0.375	1.698	0.000***	YES
H2a	AB → SP	0.140	0.038	3.671	0.020	0.064, 0.215	1.398	0.000***	YES
H2b	AB → TP	0.086	0.023	3.797	0.018	0.043, 0.129	1.398	0.000***	YES
H3a	VSI → SP	0.205	0.044	4.712	0.036	0.120, 0.291	1.629	0.000***	YES
H3b	VSI → TP	0.291	0.034	8.503	0.177	0.224, 0.358	1.629	0.000***	YES
H4a	VVI → SP	0.167	0.042	3.941	0.022	0.083, 0.250	1.804	0.000***	YES
H4b	VVI → TP	0.346	0.031	11.120	0.226	0.285, 0.406	1.804	0.000***	YES
H5a	SP → CWI	0.299	0.040	7.426	0.082	0.220, 0.376	1.246	0.000***	YES
H5b	SP → PI	0.229	0.041	5.635	0.051	0.146, 0.307	1.348	0.000***	YES
H6a	TP → CWI	0.103	0.039	2.654	0.010	0.027, 0.178	1.246	0.008**	YES
H6b	TP → PI	0.161	0.038	4.255	0.027	0.086, 0.236	1.258	0.000***	YES
H7	CWI → PI	0.253	0.039	6.548	0.073	0.178, 0.330	1.145	0.000***	YES
Model fit				Q²	R²
SRMR	0.048		SP	0.176	0.289
			TP	0.499	0.706
			CWI	0.085	0.127
			PI	0.154	0.234

Note(s):

AA = anthropomorphic appearance; AB = anthropomorphic behavior; VSI = viewer-streamer interactivity; VVI = viewer-viewer interactivity; SP = social presence; TP = telepresence; CWI = continuous watching intention; PI = Purchase intention; SD = standard deviation; VIF = variance information factor. *p < 0.05, **p < 0.01 and ***p < 0.001

Source(s): Developed by authors

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