The term “media equation” means that media equal real life. It implies that people process technology-mediated experiences in the same way as they would do nonmediated experiences, because an “individual’s interactions with computers, television, and new media are fundamentally social and natural, just like interaction in real life” (Reeves & Nass 1996, 5). In 1996
Structural equation modeling (SEM) is a statistical technique that allows tests of complex relationships between large numbers of variables. The term “structural equation modeling” is closely related to terms like covariance structure analysis, causal modeling, or path analysis. According to Kline (2005), the main characteristics of SEM are as follows. First of all, there has
Structural equation modeling (SEM) is a particular form of data analysis. According to this approach, a researcher begins with a model that specifies how multiple variables are related to each other. These theorized relationships are formalized into a set of equations that include the variables in question. These variables are then measured and their relations