Figure 2
On the left side, three ovals are arranged diagonally. The upper oval is labeled “Similarity confusion”, the middle oval is labeled “Overload confusion”, and the lower oval is labeled “Ambiguity confusion”. Curved arrows connect these three constructs: a curved arrow from “Similarity confusion” to “Ambiguity confusion” is labeled “0.58”, a curved arrow from “Similarity confusion” to “Overload confusion” is labeled “0.60”, and a curved arrow from “Overload confusion” to “Ambiguity confusion” is labeled “0.56”. From each of the three left-side ovals, arrows point toward a larger oval at the center right labeled “Pre-purchase cognitive dissonance”. A right-slanted arrow from “Similarity confusion” is labeled “0.28”, a horizontal arrow from “Overload confusion” is labeled “0.24”, and a right-slanted arrow from “Ambiguity confusion” is labeled “0.23”. From the “Pre-purchase cognitive dissonance” oval, a right-pointing arrow labeled “0.57” leads to a smaller oval on the far right labeled “Decision postponement”.Path diagram of the structural model