Table 2.
Reliability and convergent validity test.
| Construct | Item | Ste | S.E. | Cα | AVE | CR |
|---|---|---|---|---|---|---|
| Social Attractiveness | SA1 | 0.784 | - | 0.899 | 0.697 | 0.902 |
| SA2 | 0.827 | 0.052 | ||||
| SA3 | 0.799 | 0.056 | ||||
| SA4 | 0.923 | 0.052 | ||||
| Physical Attractiveness | PA1 | 0.830 | - | 0.890 | 0.733 | 0.892 |
| PA2 | 0.828 | 0.052 | ||||
| PA3 | 0.908 | 0.050 | ||||
| Task Attractiveness | TA1 | 0.828 | - | 0.907 | 0.711 | 0.908 |
| TA2 | 0.808 | 0.048 | ||||
| TA3 | 0.836 | 0.049 | ||||
| TA4 | 0.899 | 0.046 | ||||
| Content Quality | CQ1 | 0.804 | - | 0.915 | 0.729 | 0.915 |
| CQ2 | 0.833 | 0.055 | ||||
| CQ3 | 0.837 | 0.053 | ||||
| CQ4 | 0.936 | 0.052 | ||||
| Parasocial Relationships | PSRs1 | 0.870 | - | 0.905 | 0.656 | 0.905 |
| PSRs2 | 0.815 | 0.049 | ||||
| PSRs3 | 0.819 | 0049 | ||||
| PSRs4 | 0.796 | 0.052 | ||||
| PSRs5 | 0.744 | 0.057 | ||||
| Excise Intention | EI1 | 0.880 | - | 0.892 | 0.733 | 0.892 |
| EI2 | 0.869 | 0.044 | ||||
| EI3 | 0.819 | 0.047 |