Figure 1
The conceptual model is arranged with three rectangular boxes and connecting arrows. On the top left, a box is labeled “DEPTH OF DISCOUNT”. A horizontal arrow points from “DEPTH OF DISCOUNT” to a box on the top right labeled “PERCEIVED PRICE FAIRNESS.” This horizontal arrow is labeled “H 1”. Below these boxes, a wider rectangular box is labeled “PRODUCT CATEGORY PURCHASE FREQUENCY”. A vertical arrow labeled “H 2” points upward from “PRODUCT CATEGORY PURCHASE FREQUENCY” and intersects the middle of the horizontal arrow labeled “H 1”.Research model. Source: Own elaboration