Table 5 Correlation test results... | Emerald Publishing

Table 5

Correlation test results

Variables	PB	GB	SC	BP	Gender	PC	Pt	NOF	NOM	WC
Purchasing behavior (PB)	1
Gift-giving behavior (GB)	−0.038**	1
Social interaction-oriented content (SC)	0.053**	0.153**	1
Broadcaster popularity (BP)	0.019**	0.263**	0.132**	1
Gender	−0.006	0.305**	0.094**	0.438**	1
Promotion capability (PC)	0.017**	0.008**	0.020**	0.026**	0.217**	1
Broadcaster type (PT)	0.011*	−0.403**	0.099**	0.525**	−0.356**	−0.235**	1
Number of fans (NOF)	0.017**	0.448**	0.076**	0.508**	−0.455**	0.345**	−0.551**	1
Number of live broadcasts per month (NOM)	−0.006	0.227**	−0.047**	0.298**	0.103**	0.374**	0.197**	0.062**	1
Live-stream word counts per minute (WC)	0.011*	−0.239**	0.102**	−0.444**	−0.155**	0.088**	0.183**	0.258**	0.196**	1

Variables	PB	GB	SC	BP	Gender	PC	Pt	NOF	NOM	WC
Purchasing behavior (PB)	1
Gift-giving behavior (GB)	−0.038**	1
Social interaction-oriented content (SC)	0.053**	0.153**	1
Broadcaster popularity (BP)	0.019**	0.263**	0.132**	1
Gender	−0.006	0.305**	0.094**	0.438**	1
Promotion capability (PC)	0.017**	0.008**	0.020**	0.026**	0.217**	1
Broadcaster type (PT)	0.011*	−0.403**	0.099**	0.525**	−0.356**	−0.235**	1
Number of fans (NOF)	0.017**	0.448**	0.076**	0.508**	−0.455**	0.345**	−0.551**	1
Number of live broadcasts per month (NOM)	−0.006	0.227**	−0.047**	0.298**	0.103**	0.374**	0.197**	0.062**	1
Live-stream word counts per minute (WC)	0.011*	−0.239**	0.102**	−0.444**	−0.155**	0.088**	0.183**	0.258**	0.196**	1

Note(s): *p < 0.05, **p < 0.01