Table 4.
Analysis of multimedia video-watching behaviors among the three categories
| Variable | Category | |||||||
|---|---|---|---|---|---|---|---|---|
| Actively engaged users (Category 1, c1) | Watching engaged users (Category 2, c2) | Long engaged users (Category 3, c3) | Kruskal–Wallis analysis | Mann–Whitney-U analysis | ||||
| Mean | S.D | Mean | S.D | Mean | S.D | p | ||
| Playing time | 1289.23 | 252.23 | 936.52 | 51.20 | 2168.00 | 823.76 | 0.002** |
c1 > c2 ** c3 > c2 ** |
| Active playing time | 739.08 | 311.62 | 832.30 | 272.63 | 1820.60 | 720.33 | 0.001** |
c3 > c1 ** c3 > c2 ** |
| Played amount | 940.20 | 62.42 | 912.40 | 60.12 | 952.20 | 32.12 | 0.182 | |
| Actively played amount | 583.40 | 242.38 | 867.00 | 265.12 | 936.33 | 65.72 | 0.043* | c3 > c1 ** |
*p < 0.05 shows difference; **p < 0.01 shows the obvious difference