Correlations test for Studies 1 and 2
| Measures | Parasocial tendency | Endorsement trust | Purchase intention | |
|---|---|---|---|---|
| Study 1 | ||||
| Parasocial tendency | 1 | 0.383 | 0.499 | |
| Endorsement trust | 1 | 0.609 | ||
| Purchase intention | 1 | |||
| Measures | Parasocial tendency | Endorsement trust | Purchase intention | |
|---|---|---|---|---|
| 1 | 0.383 | 0.499 | ||
| 1 | 0.609 | |||
| 1 | ||||
| Pilot test | ||||
| Parasocial tendency | Endorsement trust | Purchase intention | Anthropomorphism | |
| Parasocial tendency | 1 | 0.390 | 0.519 | 0.371 |
| Endorsement trust | 1 | 0.479 | 0.751 | |
| Purchase intention | 1 | 0.379 | ||
| Anthropomorphism | 1 | |||
| Parasocial tendency | Endorsement trust | Purchase intention | Anthropomorphism | |
| 1 | 0.390 | 0.519 | 0.371 | |
| 1 | 0.479 | 0.751 | ||
| 1 | 0.379 | |||
| 1 | ||||
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