Table 2.
Means, standard deviations, and correlations of the focal variables in study (N = 511).
| Variables | M | SD | 1 | 2 | 3 | 4 | 5 | 6 | 7 |
|---|---|---|---|---|---|---|---|---|---|
| 1. Age | 2.29 | 0.51 | - | ||||||
| 2. Gender | 1.63 | 0.48 | −0.13** | - | |||||
| Credibility of two-sided messages persuasion | 3.84 | 0.65 | 0.13* | −0.02 | (0.75) | ||||
| Appeal of emotional persuasion | 3.44 | 0.95 | 0.24** | −0.13** | 0.33** | (0.94) | |||
| Perceived product value | 3.81 | 0.73 | 0.13** | −0.06 | 0.52** | 0.52** | (0.77) | ||
| Para-social interaction | 3.66 | 0.66 | 0.24** | −0.14** | 0.48** | 0.57** | 0.59** | (0.84) | |
| Consumers' purchase intention | 3.88 | 0.61 | 0.21** | −0.09 | 0.46** | 0.48** | 0.43** | 0.65** | (0.79) |
Age: 1 = over 20 years' old, 2 = 21–30 years' old; 3 = 31–40 years' old; 4 = over 40 years' old. Gender: 1 = male, 2 = female. Alpha internal consistency reliability coefficients appear on the main diagonal. Significance was determined using a two-tailed test.
*
p < 0.05,
**
p < 0.01.