TABLE 3.

Estimates of measurement model.

Constructs	Items	Standardized loadings	Cronbach’s α	CR	AVE
Informative value	info_1	0.84	0.89	0.89	0.62
	info_2	0.78
	info_3	0.80
	info_4	0.75
	info_5	0.76
Entertainment value	enter_1	0.85	0.91	0.91	0.68
	enter_2	0.82
	enter_3	0.85
	enter_4	0.71
	enter_5	0.88
Expertise	expert_1	0.89	0.91	0.91	0.73
	expert_2	0.82
	expert_3	0.84
	expert_4	0.86
Trustworthiness	trustworthy_1	0.93	0.95	0.95	0.82
	trustworthy_2	0.90
	trustworthy_3	0.94
	trustworthy_4	0.85
Attractiveness	attract_1	0.94	0.91	0.91	0.73
	attract_2	0.69
	attract_3	0.93
	attract_4	0.83
Similarity	similar_1	0.91	0.90	0.90	0.75
	similar_2	0.87
	similar_3	0.81
Parasocial relationship	Parasocial_1	0.78	0.93	0.93	0.52
	Parasocial__2	0.71
	Parasocial__3	0.70
	Parasocial__4	0.66
	Parasocial__5	0.72
	Parasocial__6	0.74
	Parasocial__7	0.78
	Parasocial__8	0.63
	Parasocial__9	0.71
	Parasocial__10	0.73
	Parasocial__11	0.79
	Parasocial__12	0.72
Active mediation	Active_1	0.85	0.91	0.91	0.71
	Active_2	0.85
	Active_3	0.85
	Active_4	0.83
Restrictive mediation	Restrictive_1	0.89	0.94	0.94	0.76
	Restrictive_2	0.89
	Restrictive_3	0.92
	Restrictive_4	0.93
	Restrictive_5	0.71
Materialism	Materialism_1	0.72	0.78	0.78	0.54
	Materialism_2	0.78
	Materialism_3	0.69
Purchase intentions	PI_1	0.90	0.89	0.90	0.74
	PI_2	0.82
	PI_3	0.86

CR = composite reliabilities; AVE = average variance extracted.