TABLE 5.
Estimates of the structural model.
| Direct effects | Est. | SE | Std. est. | |
| Informative → PSR | 0.04 | 0.06 | 0.04 | |
| Entertainment → PSR | 0.21∗∗ | 0.07 | 0.17 | |
| Expertise → PSR | 0.11† | 0.06 | 0.12 | |
| Trustworthiness → PSR | 0.19∗∗ | 0.06 | 0.22 | |
| Attractiveness → PSR | 0.16∗∗∗ | 0.03 | 0.24 | |
| Similarity → PSR | 0.22∗∗∗ | 0.04 | 0.28 | |
| Active mediation → PSR | 0.05 | 0.04 | 0.08 | |
| Restrictive mediation → PSR | 0.01 | 0.03 | 0.01 | |
| Influencer type/lifestyle → PSR | –0.07 | 0.09 | –0.03 | |
| PSR → materialism | 0.29∗∗ | 0.09 | 0.30 | |
| Influencer type/lifestyle → materialism | –0.02 | 0.12 | –0.01 | |
| Informative → materialism | 0.05 | 0.09 | 0.05 | |
| Entertainment → materialism | –0.01 | 0.10 | –0.01 | |
| Expertise → materialism | 0.20 | 0.09∗ | 0.23 | |
| Trustworthiness → materialism | –0.02 | 0.09 | –0.03 | |
| Attractiveness → materialism | 0.01 | 0.05 | 0.01 | |
| Similarity → materialism | –0.08 | 0.06 | –0.11 | |
| Active mediation → materialism | –0.10 | 0.05† | –0.14 | |
| Restrictive mediation → materialism | 0.02 | 0.04 | 0.03 | |
| PSR → PI | 0.47∗∗∗ | 0.10 | 0.34 | |
| Materialism → PI | 0.19∗ | 0.08 | 0.14 | |
| Influencer type/lifestyle → PI | 0.30∗ | 0.14 | 0.09 | |
| Informative → PI | 0.09 | 0.10 | 0.06 | |
| Entertainment → PI | 0.03 | 0.11 | 0.02 | |
| Expertise → PI | 0.09 | 0.10 | 0.07 | |
| Trustworthiness → PI | –0.12 | 0.10 | –0.10 | |
| Attractiveness → PI | 0.14∗ | 0.05 | 0.14 | |
| Similarity → PI | 0.14∗ | 0.07 | 0.13 | |
| Active mediation → PI | 0.02 | 0.06 | 0.02 | |
| Restrictive mediation → PI | 0.11∗ | 0.05 | 0.15 | |
| Indirect effect via PSR | Est. | SE | Std. est. | 95%CI |
| Informative → materialism | 0.01 | 0.03 | 0.01 | [−0.05, 0.08] |
| Entertainment → materialism | 0.06∗ | 0.04 | 0.05 | [0.01, 0.13] |
| Expertise → materialism | 0.03 | 0.03 | 0.04 | [−0.01, 0.11] |
| Trustworthiness → materialism | 0.05∗ | 0.03 | 0.07 | [0.01, 0.17] |
| Attractiveness → materialism | 0.05∗∗ | 0.02 | 0.07 | [0.02, 0.15] |
| Similarity → materialism | 0.06∗∗ | 0.03 | 0.08 | [0.03, 0.16] |
| Active mediation → materialism | 0.02 | 0.01 | 0.02 | [−0.01, 0.08] |
| Restrictive mediation → materialism | 0.00 | 0.01 | 0.00 | [−0.04, 0.04] |
| Influencer type/lifestyle → materialism | –0.02 | 0.03 | –0.01 | [−0.04, 0.01] |
| Informative → PI | 0.03 | 0.06 | 0.02 | [−0.05, 0.11] |
| Entertainment → PI | 0.11∗ | 0.06 | 0.06 | [0.01, 0.14] |
| Expertise → PI | 0.09∗ | 0.05 | 0.08 | [0.01, 0.17] |
| Trustworthiness → PI | 0.09∗ | 0.05 | 0.08 | [0.00, 0.18] |
| Attractiveness → PI | 0.09∗∗∗ | 0.03 | 0.09 | [0.04, 0.16] |
| Similarity → PI | 0.10∗∗ | 0.04 | 0.09 | [0.03, 0.18] |
| Active mediation → PI | 0.01 | 0.03 | 0.01 | [−0.04, 0.07] |
| Restrictive mediation → PI | 0.01 | 0.02 | 0.01 | [−0.04, 0.06] |
| Influencer type/lifestyle → PI | –0.04 | 0.06 | –0.01 | [−0.05, 02] |
|
Indirect effect via materialism |
||||
| PSR → PI | 0.05∗ | 0.03 | 0.04 | [0.01, 0.10] |
PSR = parasocial relationship, PI = purchase intentions; †p < 0.10, ∗p < 0.05, ∗∗p < 0.01, ∗∗∗p < 0.001.