Table 5.
Hypotheses testing.
| Hypothesis | β | t-Value | p | Result | |
|---|---|---|---|---|---|
| H1 | Social attractiveness→Parasocial Relationships | 0.182 | 2.929 | 0.003 | Support |
| H2 | Physical attractiveness→Parasocial Relationships | 0.265 | 4.452 | *** | Support |
| H3 | Task attractiveness→Parasocial Relationships | 0.198 | 2.849 | 0.004 | Support |
| H4 | Content quality→Parasocial Relationships | 0.209 | 3.091 | 0.002 | Support |
| H5 | Content quality→Excise Intention | 0.257 | 4.820 | *** | Support |
| H6 | Parasocial Relationships→Excise Intention | 0.597 | 10.471 | *** | Support |
Note: *** p < 0.001.