Figure 2.
The empirical model tests the influence of customer engagement, facilitating conditions, social influence, and content availability on customer satisfaction. Each factor has a significant positive relationship with coefficients of 0.29, 0.29, 0.09, and 0.31 respectively, all at p less than 0.01. Customer satisfaction strongly predicts willingness to pay with a coefficient of 0.80, also significant at p less than 0.01. Habit shows a weak, non-significant effect on customer satisfaction with a coefficient of 0.07 but indirectly influences willingness to pay. The model explains 80 percent of satisfaction variance and 72 percent of willingness to pay variance.Validated model
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