Table 3.
Effects of covariates on skepticism and advertised product desire in mediation analysis.
| Dependent variable | Skepticism |
Advertised product desire |
||||
|---|---|---|---|---|---|---|
| b (SE) | t | p | b (SE) | t | p | |
| Sex (F = 1) | -0.11 (0.07) | -1.40 | 0.16 | 0.06 (0.07) | 0.79 | 0.43 |
| Grade | 0.13 (0.08) | 1.77 | 0.08 | -0.13 (0.07) | -1.91 | 0.06 |
| Frequency TV watching | -0.14 (0.08) | -1.84 | 0.06 | -0.02 (0.07) | -0.22 | 0.82 |
| Channel attitude | -0.05 (0.08) | -0.66 | 0.51 | 0.14 (0.07) | 1.86 | 0.07 |
| Frequency of eating Nutella | -0.07 (0.07) | -0.99 | 0.32 | 0.41 (0.07) | 5.94 | <0.001 |
Covariates and dependent variables are standardized. Output is based on mediation analysis using PROCESS macro.