Figure 4.
A model testing results diagram with directional arrows and standardised path coefficients. On the left, a box titled Perceived Characteristics of Innovation contains three sub-boxes labelled Relative Advantage, Compatibility, and Complexity. Arrows extend from these variables to Flow and to the buying behaviour variables with coefficients shown beside each path. The path from Relative Advantage to Flow is 0.239 with three asterisks. The path from Compatibility to Flow is 0.464 with three asterisks. The path from Complexity to Flow is 0.080. The path from Relative Advantage to Impulsive Buying is 0.320 with three asterisks. The path from Compatibility to Impulsive Buying is 0.453 with three asterisks. The path from Complexity to Impulsive Buying is 0.043. The path from Relative Advantage to Compulsive Buying is 0.270 with three asterisks. The path from Compatibility to Compulsive Buying is 0.445 with three asterisks. The path from Complexity to Compulsive Buying is 0.106. A central box labelled Flow has a path to Impulsive Buying with coefficient 0.411 with three asterisks and a path to Compulsive Buying with coefficient 0.476 with three asterisks. Above Flow, a box labelled Techno stress lists moderation effects: H 7 a equals 0.099 with three asterisks, H 7 b equals 0.191 with three asterisks, H 7 c equals 0.033, H 8 a equals 0.170 with three asterisks, H 8 b equals 0.300 with three asterisks, and H 8 c equals 0.046. Below, a box labelled Self-control is connected to the model with moderating paths. On the right, a box titled Unrestrained Buying Behaviour contains two sub-boxes labelled Impulsive Buying and Compulsive Buying. Between these two, the path coefficient is 0.137 with three asterisks. A small box lists H 9 equals 0.014 with one asterisk, H 1 0 equals 0.028 with one asterisk, and H 1 1 equals 0.003.Model testing results