Table 3.
Hypothesis testing results.
| Hypotheses | ß | STDEV | T statistics | p values | Result |
|---|---|---|---|---|---|
| H1a: KNA - > THK | 0.273 | 0.047 | 5.786 | 0.000 | Support |
| H1b: KNA - > PAR | −0.074 | 0.050 | 1.469 | 0.142 | Reject |
| H2a: COA - > THK | 0.365 | 0.047 | 7.728 | 0.000 | Support |
| H2b: COA - > PAR | 0.375 | 0.044 | 8.426 | 0.000 | Support |
| H3a: PHA - > THK | −0.035 | 0.051 | 0.681 | 0.492 | Reject |
| H3b: PHA - > PAR | 0.335 | 0.047 | 7.179 | 0.000 | Support |
| H4a: THK - > COC | 0.215 | 0.062 | 3.443 | 0.001 | Support |
| H4b: PAR - > COC | 0.324 | 0.060 | 5.355 | 0.000 | Support |
| H5: COC - > WOB | 0.356 | 0.045 | 7.970 | 0.000 | Support |
KNA, knowledge attractiveness; COA, communication attractiveness; PHA, physical attractiveness; THK, thirst for knowledge; PAR, parasocial relationship; COC, course completion; WOB, workplace benefits.