Figure 1
The conceptual path model is presented, organized horizontally into four sections labeled “Incongruence”, “Surprise”, “Emotion”, and “Behavior”, with oval constructs connected by directional arrows annotated with numerical coefficients and significance markers. On the far left, under a section “Incongruence”, within a dashed box labeled “Channel disintegration”, two ovals labeled “Inconsistent promotion” and “Inconsistent price and product” are shown. Both send rightward arrows toward an oval labeled “Surprise” under the “Surprise” section. The arrow from “Inconsistent promotion” to “Surprise” is labeled “0.02”, and the arrow from “Inconsistent price and product” to “Surprise” is labeled “0.12 asterisk”. Below these, an oval labeled “Absence of anticipation” is positioned, sending two arrows upward: one toward the path between “Inconsistent promotion” and “Surprise” labeled “negative 0.09”, one toward the path between “Inconsistent price and product” and “Surprise” labeled “0.10 asterisk”. The oval “Surprise” displays “R-squared equals 0.23” above it. From “Surprise”, a rightward arrow labeled “0.34 triple asterisks” points to an oval labeled “Delight” under the “Emotion” section, which displays “R-squared equals 0.31” above it. Beneath this path, a dashed rectangle labeled “Shopping motivation” contains three ovals arranged horizontally from left to right labeled: “Efficiency shopping”, “Bargain hunting”, and “Variety seeking”. Each of these sends an upward arrow to the path between “Surprise” and “Delight”, labeled “0.05”, “0.12 asterisk”, and “0.18 triple asterisks” respectively. From “Delight”, two arrows extend rightward into the “Behavior” section. One arrow labeled “0.22 triple asterisks” points to an oval labeled “Satisfaction”, which displays “R-squared equals 0.15”. From “Satisfaction”, a downward arrow labeled “0.31 triple asterisks” points to an oval labeled “Within firm lock in”, which displays “R-squared equals 0.12”. A second arrow from “Delight” labeled “0.12” also points directly to “Within firm lock in”. Below “Within firm lock in”, a dashed rectangle labeled “Control variables” contains two ovals labeled “Age” and “Education”. From “Age”, an upward arrow labeled “0.02” points to “Within firm lock in”, and from “Education”, an upward arrow labeled “0.10” points to “Within firm lock in”.Results for the proposed model. Note: *p < 0.05, **p < 0.01 ***p < 0.001