Figure 2
The structural model visualises paths between latent constructs of tourists' personality, social commerce interactivity, co-production, and consumer-firm relationship. Personality traits include extraversion, openness, agreeableness, conscientiousness, and neuroticism, each linked to respective observed variables. Tourists' personality influences social commerce interactivity, co-production, and consumer-firm relationship, represented by circular nodes with path coefficients. Measured variables for co-production, social commerce interactivity, and consumer-firm relationship are indicated by yellow boxes. Path coefficients between constructs range from approximately 0.04 to 0.83, showing the relative strength of relationships.The PLS algorithm results
Source: Authors’ own work