Figure 1. The theoretical model of the current study. Table 2. Measures of construct reliability and validity. he As Table 4 shows, not all hypotheses were supported by the evidence. H1 was supported, confirming a positive relationship between parasocial relationships and virtual gift dona- ion intention (6 = 0.308 t-stat = 4.207). H2 was supported, confirming a positive relation- ship between parasocial relationships and enjoyment (6 = 0.418; t-stat = 7.735). The oositive relationship between parasocial relationships and loyalty predicted by H3 was supported (B = 0.324 t-stat = 5.376), as was the positive association between parasocial ‘elationships and trust predicted by H4 (6 = 0.515 t-stat = 10.896). H5 was also supported, confirming a positive relationship between parasocial relationships and _ satisfaction Figure 2. Results of the study. t > 1.645, t > 1.96*, t > 2.58**, t > 3.29*** p < 0.1, p < 0.05*, p < 0.01**, p < 0.001*** Table 4. Summary of path estimates and support for hypotheses.
