Table 3.

Discriminant validity test.

	1	2	3	4	5	6
1. Content Quality	0.85
2. Task Attractiveness	0.71	0.84
3. Physical Attractiveness	0.64	0.64	0.86
4. Social Attractiveness	0.67	0.68	0.58	0.83
5. Parasocial Relationships	0.64	0.64	0.63	0.61	0.81
6. Excise Intention	0.76	0.59	0.54	0.56	0.64	0.86