Figure 1
The figure begins with a dashed rectangle on the left labeled “Stimulus,” which consists of “Persona Attributes” and “Content Attributes.” “Persona Attributes” consists of three text boxes arranged vertically and labeled from top to bottom as follows: “Inspiration (I N S),” “Similarity (S I M),” and “Enjoyability (E N J).” “Content Attributes” consists of three text boxes arranged vertically and labeled from top to bottom as follows: “Visually Attractive (V A),” “Interactive Content (I T C),” and “Informative Content (I F C).” Rightward arrows labeled H 1, H 2, H 3, H 4, H 5, and H 6 from “Inspiration (I N S),” “Similarity (S I M),” “Enjoyability (E N J),” “Visually Attractive (V A),” “Interactive Content (I T C),” and “Informative Content (I F C)” leads to a text box labeled “Relationship Quality (R Q)” within a dashed rectangle in the middle labeled “Organism (O).” “Relationship Quality (R Q)” is labeled H 1 a, b, c, H 12 a, b, c, H 9 a, b, c, H 10 a, b, c. Rightward arrows from “Relationship Quality (R Q)” labeled H 7 and H 8 lead to two text boxes on the far right labeled “Recommendation Intention (R I)” and “Purchase Intention (P I).” “Recommendation Intention (R I)” and “Purchase Intention (P I)” are enclosed within a dashed rectangle labeled “Response (R).” A text box labeled “Swift Guanxi (S G)” is present between “Organism (O)” and “Response (R).” Downward arrows labeled H 13 and H 14 from “Swift Guanxi (S G)” lead to the arrows labeled H 7 and H 8, respectively.Research model. Source: Authors’ own work