Table 4 Pearson correlation results for... | Emerald Publishing

Table 4

Pearson correlation results for variables

Variables	1	2	3	4	5	6	7	8	9
1. Anthropomorphic appearance	1	0.624^**	0.399^**	0.378^**	0.476^**	0.581^**	0.364^**	0.323^**	0.467^**
2. Virtual personas	0.624^**	1	0.485^**	0.471^**	0.525^**	0.579^**	0.451^**	0.434^**	0.492^**
3. Virtual ambassador-brand congruence	0.399^**	0.485^**	1	0.347^**	0.546^**	0.533^**	0.438^**	0.386^**	0.375^**
4. Cognitive experience	0.378^**	0.471^**	0.347^**	1	0.564^**	0.601^**	0.556^**	0.428^**	0.534^**
5. Sensory experience	0.476^**	0.525^**	0.546^**	0.564^**	1	0.703^**	0.510^**	0.427^**	0.489^**
6. Emotional experience	0.581^**	0.579^**	0.533^**	0.601^**	0.703^**	1	0.535^**	0.435^**	0.594^**
7. Sharing behavior	0.364^**	0.451^**	0.438^**	0.556^**	0.510^**	0.535^**	1	0.606^**	0.609^**
8. Reviewing behavior	0.323^**	0.434^**	0.386^**	0.428^**	0.435^**	0.435^**	0.606^**	1	0.417^**
9. Purchasing behavior	0.467^**	0.492^**	0.375^**	0.534^**	0.594^**	0.594^**	0.609^**	0.417^**	1

Variables	1	2	3	4	5	6	7	8	9
1. Anthropomorphic appearance	1	0.624^**	0.399^**	0.378^**	0.476^**	0.581^**	0.364^**	0.323^**	0.467^**
2. Virtual personas	0.624^**	1	0.485^**	0.471^**	0.525^**	0.579^**	0.451^**	0.434^**	0.492^**
3. Virtual ambassador-brand congruence	0.399^**	0.485^**	1	0.347^**	0.546^**	0.533^**	0.438^**	0.386^**	0.375^**
4. Cognitive experience	0.378^**	0.471^**	0.347^**	1	0.564^**	0.601^**	0.556^**	0.428^**	0.534^**
5. Sensory experience	0.476^**	0.525^**	0.546^**	0.564^**	1	0.703^**	0.510^**	0.427^**	0.489^**
6. Emotional experience	0.581^**	0.579^**	0.533^**	0.601^**	0.703^**	1	0.535^**	0.435^**	0.594^**
7. Sharing behavior	0.364^**	0.451^**	0.438^**	0.556^**	0.510^**	0.535^**	1	0.606^**	0.609^**
8. Reviewing behavior	0.323^**	0.434^**	0.386^**	0.428^**	0.435^**	0.435^**	0.606^**	1	0.417^**
9. Purchasing behavior	0.467^**	0.492^**	0.375^**	0.534^**	0.594^**	0.594^**	0.609^**	0.417^**	1

Note(s): ^**Correlation is significant at the 0.01 level (2-tailed)

Source(s): Author’s own work