Figure 2.
A structural equation model results diagram is structured into three dashed sections labelled Stimulus, Organism, and Response. In the Stimulus section, three rectangular boxes are labelled Interactivity, Visibility, and Communication Immediacy. Arrows extend from these variables to two boxes in the Organism section labelled Perceived Utilitarian Value and Perceived Hedonic Value. The path from Interactivity to Perceived Utilitarian Value is labelled H 1 equals 0.371 with three asterisks. The path from Interactivity to Perceived Hedonic Value is labelled H 2 equals 0.468 with three asterisks. The path from Visibility to Perceived Utilitarian Value is labelled H 3 equals 0.659 with three asterisks. The path from Visibility to Perceived Hedonic Value is labelled H 4 equals 0.578 with three asterisks. The path from Communication Immediacy to Perceived Utilitarian Value is labelled H 5 equals 0.165 n s. The path from Communication Immediacy to Perceived Hedonic Value is labelled H 6 equals 0.186 n s. From Perceived Utilitarian Value, an arrow labelled H 7 equals 0.177 with three asterisks points to Purchase Intention. From Perceived Hedonic Value, an arrow labelled H 8 equals 0.469 with three asterisks points to Purchase Intention. A note states single asterisk p less than 0.1, double asterisk p less than 0.05, triple asterisk p less than 0.01, and n s equals non-significant.Results of the structural equation model