TABLE 4.

Correlations among the latent constructs.

	1	2	3	4	5	6	7	8	9	10	11
1. Purchase intentions	0.86
2. Informativeness	0.34	0.79
3. Entertainment	0.26	0.68	0.82
4. Expertise	0.35	0.35	0.24	0.85
5. Similarity	0.44	0.40	0.23	0.44	0.86
6. Trustworthiness	0.36	0.39	0.28	0.78	0.49	0.91
7. Attractiveness	0.35	0.21	0.15	0.29	0.33	0.44	0.85
8. Parasocial relationship	0.55	0.45	0.39	0.55	0.59	0.62	0.48	0.72
9. Active mediation	0.16	0.17	0.08	0.10	0.30	0.04	–0.17	0.14	0.84
10. Restrictive mediation	0.18	0.11	0.03	0.06	0.20	–0.06	–0.22	0.06	0.64	0.87
11. Materialism	0.30	0.19	0.16	0.33	0.15	0.29	0.20	0.35	–0.08	–0.05	0.73

Diagonal elements are the square root of the AVE for each construct.