Table 2 Measurement model from CFA...

Table 2

Measurement model from CFA

Constructs and sources	Items	Standardized estimates	Critical ratios
Language similarity from Su et al. (2015)	1. My preferred virtual influencer employs a communication style (language, phrases, terms, etc.) that resonates with me on social media platforms	0.813	Fixed
	2. The way my preferred virtual influencer communicates is akin to how I interact with my friends on social media	0.723	18.944
	3. There’s a notable similarity between my communication style and that of my preferred virtual influencer on social media	0.852	23.506
	4. I appreciate the communication style adopted by my preferred virtual influencer on social media platforms	0.816	22.189
Interest similarity from Su et al. (2015)	1. I find myself intrigued by the topics my favorite virtual influencer discusses on their social media profiles	0.811	Fixed
	2. My preferred virtual influencer shares common interests with me when they communicate on social media platforms	0.572	14.049
	3. I have a positive affinity for the content my favorite virtual influencer shares on their social media pages	0.841	22.403
Interaction frequency from Su et al. (2015)	1. How frequently do you engage with the content (e.g. text, images, or videos) shared by your preferred virtual influencer on their social media profiles?	0.548	Fixed
	2. How often do you express your approval by clicking the “like” button on the posts made by your favorite virtual influencer on their social media profiles?	0.741	13.153
	3. How frequently do you participate in discussions by leaving comments on the posts made by your preferred virtual influencer on their social media profiles?	0.790	12.733
	4. How often do you distribute the content shared by your favorite virtual influencer on their social media profiles with your own network?	0.773	12.610
Self-disclosure from Su et al. (2015)	1. My preferred virtual influencer willingly shares personal details with their followers on their social media profiles	0.680	Fixed
	2. My favorite virtual influencer is candid about their emotions when communicating with followers on their social media profiles	0.619	13.590
	3. My preferred virtual influencer is quite transparent about themselves when interacting with followers on their social media profiles	0.820	17.398
	4. My favorite virtual influencer discloses a significant amount of information about themselves on their social media profiles	0.637	13.956
	5. My preferred virtual influencer provides substantial insights into their life on their social media profiles	0.789	16.845
Perceived friendship from Yim et al. (2008)	1. The interaction I have with my preferred virtual influencer on social media platforms feels personally connected	0.762	Fixed
	2. I experience a sense of closeness and intimacy when I engage with my favorite virtual influencer on their social media profiles	0.717	17.734
	3. Interacting with my favorite virtual influencer on social media is akin to conversing with one of my close friends	0.739	18.362
	4. I perceive my favorite virtual influencer as someone who could be a friend in real life	0.858	21.856
	5. I feel emotionally connected to my favorite virtual influencer in real life	0.779	19.550
	6. I have a desire to reciprocate and support my favorite virtual influencer in real life	0.671	16.500
	7. I am inclined to share my genuine thoughts and feelings with my favorite virtual influencer	0.681	16.755
Well-being from Lee (2018)	1. The social media presence of my favorite virtual influencer fulfills my overall needs	0.602	Fixed
	2. The social media profiles of my favorite virtual influencer significantly contribute to my social well-being	0.801	17.571
	3. The social media profiles of my favorite virtual influencer play a significant role in enhancing my leisure well-being	0.841	14.231
Social media engagement from Giakoumaki and Krepapa (2020)	1. I have the intention to click the “like” or similar approval features for the video content created by this virtual influencer	0.679	Fixed
	2. I am inclined to share the video content produced by this virtual influencer	0.680	14.615
	3. I intend to provide comments or feedback on the video content created by this virtual influencer	0.854	17.536
	4. I have a desire to maintain my ongoing subscription to the channel of this virtual influencer	0.661	14.237
Purchase intention from Baek and Yoon (2022)	1. Please indicate the likelihood of purchasing a product recommended by this virtual influencer, ranging from “Very Unlikely” to “Very Likely.”	0.764	Fixed
	2. Please rate the possibility of purchasing a product recommended by this virtual influencer on a scale from “Impossible” to “Possible.”	0.508	10.895
	3. Please assess the probability of purchasing a product recommended by this virtual influencer on a scale from “Improbable” to “Probable.”	0.825	14.947

Constructs and sources	Items	Standardized estimates	Critical ratios
Language similarity from Su et al. (2015)	1. My preferred virtual influencer employs a communication style (language, phrases, terms, etc.) that resonates with me on social media platforms	0.813	Fixed
	2. The way my preferred virtual influencer communicates is akin to how I interact with my friends on social media	0.723	18.944
	3. There’s a notable similarity between my communication style and that of my preferred virtual influencer on social media	0.852	23.506
	4. I appreciate the communication style adopted by my preferred virtual influencer on social media platforms	0.816	22.189
Interest similarity from Su et al. (2015)	1. I find myself intrigued by the topics my favorite virtual influencer discusses on their social media profiles	0.811	Fixed
	2. My preferred virtual influencer shares common interests with me when they communicate on social media platforms	0.572	14.049
	3. I have a positive affinity for the content my favorite virtual influencer shares on their social media pages	0.841	22.403
Interaction frequency from Su et al. (2015)	1. How frequently do you engage with the content (e.g. text, images, or videos) shared by your preferred virtual influencer on their social media profiles?	0.548	Fixed
	2. How often do you express your approval by clicking the “like” button on the posts made by your favorite virtual influencer on their social media profiles?	0.741	13.153
	3. How frequently do you participate in discussions by leaving comments on the posts made by your preferred virtual influencer on their social media profiles?	0.790	12.733
	4. How often do you distribute the content shared by your favorite virtual influencer on their social media profiles with your own network?	0.773	12.610
Self-disclosure from Su et al. (2015)	1. My preferred virtual influencer willingly shares personal details with their followers on their social media profiles	0.680	Fixed
	2. My favorite virtual influencer is candid about their emotions when communicating with followers on their social media profiles	0.619	13.590
	3. My preferred virtual influencer is quite transparent about themselves when interacting with followers on their social media profiles	0.820	17.398
	4. My favorite virtual influencer discloses a significant amount of information about themselves on their social media profiles	0.637	13.956
	5. My preferred virtual influencer provides substantial insights into their life on their social media profiles	0.789	16.845
Perceived friendship from Yim et al. (2008)	1. The interaction I have with my preferred virtual influencer on social media platforms feels personally connected	0.762	Fixed
	2. I experience a sense of closeness and intimacy when I engage with my favorite virtual influencer on their social media profiles	0.717	17.734
	3. Interacting with my favorite virtual influencer on social media is akin to conversing with one of my close friends	0.739	18.362
	4. I perceive my favorite virtual influencer as someone who could be a friend in real life	0.858	21.856
	5. I feel emotionally connected to my favorite virtual influencer in real life	0.779	19.550
	6. I have a desire to reciprocate and support my favorite virtual influencer in real life	0.671	16.500
	7. I am inclined to share my genuine thoughts and feelings with my favorite virtual influencer	0.681	16.755
Well-being from Lee (2018)	1. The social media presence of my favorite virtual influencer fulfills my overall needs	0.602	Fixed
	2. The social media profiles of my favorite virtual influencer significantly contribute to my social well-being	0.801	17.571
	3. The social media profiles of my favorite virtual influencer play a significant role in enhancing my leisure well-being	0.841	14.231
Social media engagement from Giakoumaki and Krepapa (2020)	1. I have the intention to click the “like” or similar approval features for the video content created by this virtual influencer	0.679	Fixed
	2. I am inclined to share the video content produced by this virtual influencer	0.680	14.615
	3. I intend to provide comments or feedback on the video content created by this virtual influencer	0.854	17.536
	4. I have a desire to maintain my ongoing subscription to the channel of this virtual influencer	0.661	14.237
Purchase intention from Baek and Yoon (2022)	1. Please indicate the likelihood of purchasing a product recommended by this virtual influencer, ranging from “Very Unlikely” to “Very Likely.”	0.764	Fixed
	2. Please rate the possibility of purchasing a product recommended by this virtual influencer on a scale from “Impossible” to “Possible.”	0.508	10.895
	3. Please assess the probability of purchasing a product recommended by this virtual influencer on a scale from “Improbable” to “Probable.”	0.825	14.947

Source(s): Authors’ own work

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