Table 6.

Regression weights, errors, and p-values.

Relationships assessed	Coef. (B)	Std.err	z	95% CI
Gratification Sought→Series Consumption	0.850**	0.052	16.50	0.749	0.951
Series Consumption→ Gratification Obtained	1.041**	0.055	18.84	0.932	1.149
Series Consumption→Cultural Awareness	0.775**	0.052	14.79	0.672	0.878
Series Consumption→Cultural Acceptance	4.923**	1.224	4.02	2.524	7.323
Series Consumption→Involvement	0.867**	0.055	15.91	0.760	0.974
Cultural Awareness→Cultural Acceptance	12.606**	2.850	4.42	7.020	18.192
Involvement→Cultural Acceptance	−15.900**	3.506	−4.53	−22.724	−9.028
Gratification Obtained→Cultural Knowledge	0.085	0.063	1.34	−0.039	0.209
Cultural Awareness→Cultural Knowledge	0.242**	0.038	6.40	0.168	0.317
Cultural Acceptance→Cultural Knowledge	0.576**	0.149	3.86	0.283	0.868
Involvement→Cultural Knowledge	0.050	0.084	0.060	−0.115	0.215

^**A coefficient is significant at the 0.01 level (two-tailed).