TABLE 4.

Direct effects of gratifications on support behaviors.

Motivation	Continue	Like	Follow	Comment	Tipping
Cognitive	–0.027	0.005	0.065	–0.039	–0.005
Affective	–0.054	0.060	0.121**	–0.048	–0.048
Personal integrative	0.019	0.062*	0.118***	0.233***	0.070**
Social integrative	0.271***	0.015	–0.030	0.249***	0.365***
Tension release	0.401***	0.437***	0.484***	0.272***	0.147*
R 2	0.487	0.386	0.502	0.465	0.352

*p < 0.05, **p < 0.01, ***p < 0.001.