Table 5.

Results of hypothesis testing.

Hypothesis & Path	Path Coefficients	t statistic	p-value	Result
H1: Attractiveness → Purchase Intentions	0.019ns.	0.163	0.861	Not Supported
H2: Trustworthiness → Purchase Intentions	0.084ns.	0.594	0.550	Not Supported
H3: Expertise → Purchase Intentions	0.437∗∗∗	4.286	0.000	Supported with large effect
H4a: Attractiveness - > Parasocial Relationships	0.430∗∗∗	3.390	0.001	Supported with large effect
H4b: Attractiveness - > Parasocial Relationships - > Purchase Intentions	0.202∗∗	2.938	0.003	Supported with medium effect
H5a: Trustworthiness - > Parasocial Relationships	0.590∗∗∗	5.215	0.000	Supported with large effect
H5b: Trustworthiness - > Parasocial Relationships - > Purchase Intentions	0.278∗∗∗	4.905	0.000	Supported with medium effect
H6a: Expertise - > Parasocial Relationships	0.326∗∗	2.633	0.006	Supported with medium effect
H6b: Expertise - > Parasocial Relationships - > Purchase Intentions	0.153∗∗	2.658	0.008	Supported with medium effect
H7: Parasocial Relationships - > Purchase Intentions	0.470∗∗∗	8.002	0.000	Supported with large effect
H8a: Celebrity-Product Congruence → Attractiveness	0.746∗∗∗	26.730	0.000	Supported with large effect
H8b: Celebrity-Product Congruence - > Attractiveness - > Purchase Intentions	0.015ns.	0.175	0.861	Not Supported
H9a: Celebrity-Product Congruence → Trustworthiness	0.746∗∗∗	26.322	0.000	Supported with large effect
H9b: Celebrity-Product Congruence - > Trustworthiness - > Purchase Intentions	0.063ns.	0.595	0.552	Not Supported
H10a: Celebrity-Product Congruence → Expertise	0.768∗∗∗	28.262	0.000	Supported with large effect
H10b: Celebrity-Product Congruence - > Expertise - > Purchase Intentions	0.335∗∗∗	4.468	0.000	Supported with medium effect

Note: ∗∗∗ = p-value ≤ 0.001, ∗∗ = p-value ≤ 0.01, ∗ = p-value ≤ 0.05, ns. = not-significant.

Effect size >0.350 = large, > 0.150 and <0.350 = medium (Cohen, 1988; Aparicio et al., 2021).