Table 3.
Mediation effects of social presence on social TV enjoyment (H1).
| Social TV Engagement | β | SE | 95% Confidence Interval |
|
|---|---|---|---|---|
| LLCI | ULCI | |||
| Active social TV on public platforms | ||||
| Total Effect | .04 | .10 | -.16 | .25 |
| Direct Effect | .01 | .10 | -.19 | .20 |
| Indirect Effect | .04* | .04 | -.04 | .12 |
| Passive social TV on public platforms | ||||
| Total Effect | .38*** | .06 | .26 | .50 |
| Direct Effect | .30*** | .06 | .19 | .42 |
| Indirect Effect | .08* | .03 | .03 | .13 |
| Social TV on text-based private platforms | ||||
| Total Effect | .07* | .03 | .01 | .13 |
| Direct Effect | .04 | .03 | -.01 | .10 |
| Indirect Effect | .03* | .01 | .00 | .06 |
| Social TV on video-based private platforms | ||||
| Total Effect | .01 | .03 | -.05 | .06 |
| Direct Effect | -.02 | .03 | -.07 | .03 |
| Indirect Effect | .02* | .01 | .00 | .05 |
Note. Social TV refers to social TV engagement.
ULCI: Upper-level confidence interval, LLCI: Lower-level confidence interval.
*p < .05, **p < .01, ***p < .001.