Structural equation model path analysis
| Hypothesis | Path | Path co-efficient | Result |
|---|---|---|---|
| H1 | Similarity confusion Pre-purchase cognitive dissonance | 0.28 | Supported |
| H2 | Overload confusion Pre-purchase cognitive dissonance | 0.24 | Supported |
| H3 | Ambiguity confusion Pre-purchase cognitive dissonance | 0.23 | Supported |
| H4 | Pre-purchase cognitive dissonance Decision postponement | 0.57 | Supported |
| Hypothesis | Path | Path co-efficient | Result |
|---|---|---|---|
| Similarity confusion | 0.28 | Supported | |
| Overload confusion | 0.24 | Supported | |
| Ambiguity confusion | 0.23 | Supported | |
| Pre-purchase cognitive dissonance | 0.57 | Supported |
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