Path Coefficients

β

SE

p-value

f²

Hypothesis

Atmospheric Cues

H1. e-content → OT

0.294**

0.050

p < 0.01

0.190

Supported

H2. e-desing → OT

0.209**

0.051

p < 0.01

0.140

Supported

H3. e-review → OT

0.196**

0.051

p < 0.01

0.132

Supported

H4. e-promotions → OT

0.219**

0.051

p < 0.01

0.137

Supported

Direct Effects

H5. OT → IB

0.319**

0.050

p < 0.01

0.137

Supported

H6. OT → PE

0.790**

0.047

p < 0.01

0.624

Supported

H7, PE → IB

0.149**

0.051

p < 0.01

0.057

Supported

Mediating/Indirect Effects

H8. OT → PE → IB

0.118**

0.036

p < 0.01

0.051

Supported