Figure 1
The flowchart starts with a first oval labeled “Online customer experience.” Four leftward arrows from “Online customer experience” lead to four ovals arranged vertically and labeled from top to bottom as follows: “Informativeness,” “Entertainment,” “Social presence,” and “Sensory appeal.” A rightward arrow labeled H 2 from “Online customer experience” leads to a sixth oval on the far right labeled “Customer privacy concerns.” A diagonal upward arrow labeled H 5 from “Online customer experience” leads to a seventh oval on the top right labeled “E-satisfaction.” A diagonal downward arrow labeled H 3 from “Online customer experience” leads to an eighth oval at the bottom right labeled “E-trust.” An arrow labeled H 4 from “E-satisfaction” leads to “Customer privacy concerns.” An arrow labeled H 1 from “E-trust” leads to “Customer privacy concerns.” A downward arrow labeled H 6 from “E-satisfaction” leads to “E-trust.” “E-satisfaction” is labeled “Privacy Calculus Mechanism.” “E-trust” is labeled “Risk Calculus Mechanism.”Causal model. Source: Authors’ own work