Figure 1.
The structural model presents hypothesised relationships between multiple variables affecting behavioural intention and actual behaviour. Performance expectancy, effort expectancy, social influence, facilitating conditions, hedonic motivation, perceived value, habit, perceived risk, and social image value each connect to behavioural intention through hypotheses H1 to H9. Behavioural intention, in turn, influences actual behaviour through H10. Facilitating conditions, hedonic motivation, and habit have both direct and indirect effects on behavioural intention and actual behaviour.Research model
Note(s):PE = performance expectancy, EE = effort expectancy, SI = social influence, FC = facilitating conditions, HM = hedonic motivation, PV = price value, HA = habit, SIV = social interactive value, PR = platform reputation, BI = behavioral Intentions, AB = actual behavior
Source: Authors’ own work