Page 119 - 臺大管理論叢第32卷第1期

NTU Management Review Vol. 32 No. 1 Apr. 2022

Table 5 Hierarchical Bayesian Estimates of Hyperparameters (Posterior Standard
Deviation)
Physical Streamers' Host Style
Gender
Parameter Attractiveness
(Male)
(Outward Beauty) Sociability Persuasive Comic
Comment Total Comment 1.001 1.001 1.232 .914 .661
Metrics Volumes
(.598) (.607) (.608) (.607) (.516)
Positive Comment 1.095 .959 1.167 .972 .867
(.623) (.604) (.597) (.623) (.551)
Negative Comment 1.008 .841 1.468 1.200 .836

(.599) (.604) (.598) (.606) (.558)
Discrete Exiting Comment .981 1.221 .803 1.062 1.282
Emotion
Comments (.609) (.606) (.598) (.611) (.568)
Amused Comment .828 1.100 1.076 .894 1.065

(.619) (.609) (.616) (.616) (.576)
Praising Comment .920 1.012 1.078 1.246 1.345
(.606) (.601) (.609) (.608) (.567)
Complaining 1.147 .863 1.409 1.001 1.258
Comment
(.619) (.616) (.597) (.614) (.549)
Disappointed .955 .998 1.159 .979 1.269
Comment
(.593) (.608) (.616) (.602) (.567)
Ridiculing .930 1.053 1.154 .999 1.188
Comment
(.616) (.589) (.614) (.603) (.570)

Streamers’ Chatting with the 1.245 1.203 1.189 1.213 1.282
Behavior Viewers
(.620) (.601) (.638) (.629) (.615)
Responding to the .986 1.178 1.211 .869 .824
Viewers’ Question
(.619) (.587) (.603) (.618) (.559)
Sharing Food 1.207 .946 1.208 1.298 1.076
Features
(.618) (.635) (.634) (.636) (.615)
Showing the .990 .848 1.522 .962 1.101
Cooking Process
(.613) (.614) (.617) (.618) (.584)

Tasting Experience 1.021 1.209 .977 1.003 1.220
Sharing (.652) (.623) (.618) (.618) (.624)

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