Figure 2
The ten latent variables are each represented by a circular node with the following labels: “Performance Expectancy,” “Effort Expectancy,” “Virtual Try on Technology,” “Chat Bots,” “Social Influence,” “Habit,” “Digital Payment Mode,” “Continued Intention,” “Customer Satisfaction,” and “Price Value.” “Performance Expectancy” is positioned on the upper left. From “Performance Expectancy,” two leftward arrows connect to two rectangles positioned in a vertical series labeled from top to bottom as follows: A first arrow with a path coefficient of 0.921 points to “P E A.” A second arrow with a path coefficient of 0.924 points to “P E B.” “Effort Expectancy” is positioned below “Performance Expectancy.” From “Effort Expectancy,” two leftward arrows connect to two rectangles arranged in a vertical series and labeled from top to bottom as follows: A first arrow with a path coefficient of 0.937 points to “E E A.” A second arrow with a path coefficient of 0.929 points to “E E B.” “Virtual Try on Technology” is positioned below “Effort Expectancy.” From “Virtual Try on Technology,” four leftward arrows connect to four rectangles positioned in a vertical series labeled from top to bottom as follows: A first arrow with a path coefficient of 0.860 points to “V T O 1.” A second arrow with a path coefficient of 0.902 points to “V T O 2.” A third arrow with a path coefficient of 0.921 points to “V T O 3.” A fourth arrow with a path coefficient of 0.896 points to “V T O 4.” “Chat Bots” is positioned below “Virtual Try on Technology.” From “Chat Bots,” three leftward arrows connect to three rectangles arranged in a vertical series and labeled from top to bottom as follows: A first arrow with a path coefficient of 0.861 points to “C B 1.” A second arrow with a path coefficient of 0.900 points to “C B 2.” A third arrow with a path coefficient of 0.877 points to “C B 3.” “Social Influence” is positioned at the bottom left. From “Social Influence,” four leftward arrows connect to four rectangles positioned in a vertical series and labeled from top to bottom as follows: A first arrow with a path coefficient of 0.874 points to “S I 1.” A second arrow with a path coefficient of 0.882 points to “S I 2.” A third arrow with a path coefficient of 0.873 points to “S I 3.” A fourth arrow with a path coefficient of 0.701 points to “S I 4.” “Habit” is positioned beside “Performance Expectancy.” From “Habit,” four individual upward arrows connect to four rectangles positioned above “Habit.” The rectangles are arranged in a horizontal series and are labeled from left to right as follows: A first arrow with a path coefficient of 0.867 points to the first “H 1” rectangle. A second arrow with a path coefficient of 0.849 points to the second “H 2” rectangle. A third arrow with a path coefficient of 0.821 points to the third “H 3” rectangle. A fourth arrow with a path coefficient of 0.807 points to the fourth “H 4” rectangle. “Digital Payment Mode” is positioned at the upper right. From “Digital Payment Mode,” two rightward arrows connect to two rectangles positioned in a vertical series and labeled from top to bottom as follows: A first arrow with a path coefficient of 0.949 points to “D P M A.” A second arrow with a path coefficient of 0.952 points to “D P M B.” “Continued Intention” is positioned at the right center with an R squared value of 0.636 inside it. From “Continued Intention,” three rightward arrows connect to three rectangles arranged in a vertical series and labeled from top to bottom as follows: A first arrow with a path coefficient of 0.907 points to “B I 1.” A second arrow with a path coefficient of 0.908 points to “B I 2.” A third arrow with a path coefficient of 0.923 points to “B I 3.” “Price Value” is positioned at the bottom right. From “Price Value,” four rightward arrows connect to four rectangles arranged in a vertical series and labeled from top to bottom as follows: A first arrow with a path coefficient of 0.747 points to “P V 1.” A second arrow with a path coefficient of 0.804 points to “P V 2.” A third arrow with a path coefficient of 0.827 points to “P V 3.” A third arrow with a path coefficient of 0.803 points to “P V 4.” A third arrow with a path coefficient of 0.698 points to “P V 5.” A fourth arrow with a path coefficient of 0.749 points to “P V 6.” At the center, “Customer Satisfaction” is displayed with a circular node and an R squared value of 0.633 inside it. From “Customer Satisfaction,” four individual rightward arrows connect to four rectangles positioned to the right side of “Customer Satisfaction.” The rectangles are arranged in a vertical series and are labeled from top to bottom as follows: A first arrow with a path coefficient of 0.864 points to the first “B I 4” rectangle. A second arrow with a path coefficient of 0.858 points to the second “B I 5” rectangle. A third arrow with a path coefficient of 0.880 points to the third “B I 6” rectangle. A fourth arrow with a path coefficient of 0.875 points to the fourth “B I 7” rectangle. Arrows connect to “Customer Satisfaction” as follows: A downward arrow from “Performance Expectancy” with a path coefficient of 0.195. A rightward arrow from “Effort Expectancy” with a path coefficient of 0.005. A rightward arrow from “Virtual Try on Technology” with a path coefficient of 0.145. An upward arrow from “Chat Bots” with a path coefficient of 0.085. An upward arrow from “Social Influence” with a path coefficient of negative 0.003. A downward arrow from “Habit” with a path coefficient of 0.095. A downward arrow from “Digital Payment Mode” with a path coefficient of 0.218. An upward arrow from “Price Value” with a path coefficient of 0.259. A rightward arrow from “Customer Satisfaction” leads to “Continued Intention” with a path coefficient of 0.798.Model relating drivers of online shopping with continued intention. Source: The authors with PLS-SEM