Summary of hypotheses support across Study 1 and Study 2
| Hypothesis | Study 2 | ||
|---|---|---|---|
| Study 1 | Anthropomorphism | ||
| H1a | PST predicts endorsement trust | Supported | Supported |
| H1b | PST predicts purchase intention | Supported | Supported |
| H2 | Endorsement trust mediates the positive effect of PST on purchase intention | Supported (partial mediation) | Supported (partial mediation) |
| H3 | Influencer type moderates the positive effect of PST | Supported (effect stronger for human) | Supported (Three-way interaction) |
| H4 | Anthropomorphism moderates the moderation of influencer type on the effect of PST | – | Supported (Three-way interaction) |
| Hypothesis | Study 2 | ||
|---|---|---|---|
| Study 1 | Anthropomorphism | ||
| Supported | Supported | ||
| Supported | Supported | ||
| Endorsement trust mediates the positive effect of | Supported (partial mediation) | Supported (partial mediation) | |
| Influencer type moderates the positive effect of | Supported (effect stronger for human) | Supported (Three-way interaction) | |
| Anthropomorphism moderates the moderation of influencer type on the effect of | – | Supported (Three-way interaction) | |
PST = parasocial tendency. Dashes (–) indicate that the hypothesis was not tested in that model
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