Figure 1
The model shows three dashed rectangular sections labeled “S”, “O”, and “R”, containing ovals connected by arrows with labels. On the left, a dashed rectangle labeled “S” is present that contains three vertically arranged ovals labeled “Product quality”, “Service quality”, and “Hosts’ characteristics”. In the center, a dashed rectangle labeled “O” is present that contains three ovals labeled “Perceived value”, “Perceived risk”, and “Consumers’ trust”. On the right, a dashed rectangle labeled “R” is present that contains one oval labeled “Purchase intention”. Arrows extend from the “S” ovals to the middle section “O” ovals. An arrow labeled “H 1 a” connects “Product quality” to an oval labeled “Perceived value”, and another arrow labeled “H 1 b” connects “Product quality” to an oval labeled “Perceived risk”. An arrow labeled “H 2 a” connects “Service quality” to “Perceived value”, and another arrow labeled “H 2 b” connects “Service quality” to “Perceived risk”. An arrow labeled “H 3” connects “Hosts’ characteristics” to an oval labeled “Consumers’ trust”. An arrow labeled “H 5 b” connects “Perceived risk” downward to “Consumers’ trust”. An arrow labeled “H 4” connects “Perceived value” to “Purchase intention”, an arrow labeled “H 5 a” connects “Perceived risk” to “Purchase intention”, and an arrow labeled “H 6” connects “Consumers’ trust” to “Purchase intention”.The conceptual model