Table V. Hypotheses testing Parameter...

Table V.

Hypotheses testing

	Parameter estimates (standardized values)	SE	t-test
Direct relationship
H1: Omnichannel consumer journey design → Online consumer experience	0.385^*	0.094	3.87
H2: Omnichannel Consumer Journey Design → e-Satisfaction	0.215^*	0.068	3.87
H3: Online consumer experience → e-Satisfaction	0.657^*	0.089	9.60
Indirect relationship
H4: Omnichannel consumer journey design → e-Satisfaction	0.253^*	0.091	3.40
Relationship between control variables and e-Satisfaction:
Customer's age → e-Satisfaction	−0.172^*	0.004	−2.90
Customer's gender → e-Satisfaction	0.179^*	0.106	3.41
Customer's level of education → e-Satisfaction	−0.003^a	0.049	−0.052
Measurement model
Omnichannel consumer journey design → Thematic cohesion	1	–	Fixed
Omnichannel consumer journey design → Consistency	0.954^*	0.087	12.55
Omnichannel consumer journey design → Context sensitivity	0.826^*	0.095	11.07
Online consumer experience → Informativeness	0.823	–	Fixed
Online consumer experience → Social presence	0.874^*	0.138	10.62
Online consumer experience → Sensory appeal	0.935^*	0.102	12.85
Online consumer experience → Entertainment	0.746^*	0.145	8.84
Dependent factor	R²
Online consumer experience	0.148
e-Satisfaction	0.651
Goodness-of-fit indices for the structural model	Satorra–Bentler chi-squared = 580.915; df = 388; p-value = 0.000; Satorra–Bentler χ²/df = 1.49; CFI = 0.95; BBNFI = 0.86; BBNNFI = 0.94; IFI = 0.95; RMSEA = 0.05

	Parameter estimates (standardized values)	SE	t-test
Direct relationship
H1: Omnichannel consumer journey design → Online consumer experience	0.385^*	0.094	3.87
H2: Omnichannel Consumer Journey Design → e-Satisfaction	0.215^*	0.068	3.87
H3: Online consumer experience → e-Satisfaction	0.657^*	0.089	9.60
Indirect relationship
H4: Omnichannel consumer journey design → e-Satisfaction	0.253^*	0.091	3.40
Relationship between control variables and e-Satisfaction:
Customer's age → e-Satisfaction	−0.172^*	0.004	−2.90
Customer's gender → e-Satisfaction	0.179^*	0.106	3.41
Customer's level of education → e-Satisfaction	−0.003^a	0.049	−0.052
Measurement model
Omnichannel consumer journey design → Thematic cohesion	1	–	Fixed
Omnichannel consumer journey design → Consistency	0.954^*	0.087	12.55
Omnichannel consumer journey design → Context sensitivity	0.826^*	0.095	11.07
Online consumer experience → Informativeness	0.823	–	Fixed
Online consumer experience → Social presence	0.874^*	0.138	10.62
Online consumer experience → Sensory appeal	0.935^*	0.102	12.85
Online consumer experience → Entertainment	0.746^*	0.145	8.84
Dependent factor	R²
Online consumer experience	0.148
e-Satisfaction	0.651
Goodness-of-fit indices for the structural model	Satorra–Bentler chi-squared = 580.915; df = 388;p-value = 0.000; Satorra–Bentler χ²/df = 1.49;CFI = 0.95; BBNFI = 0.86; BBNNFI = 0.94;IFI = 0.95; RMSEA = 0.05

Notes: *Significant at p ≤ 0.05; ^a Non-significant

Source: Authors' own work

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