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11
Channel Attributes
Aesthetic
Appeal
Ease of
Use
Perceived
Usefulnes
Enjoyment
H3a 
H3b 
H3c 
H3d
Marketing
variables
Marketing
Effort
Brand
Loyalty
Channel
Integratio
H1a
H1b
H1c
Attitude
Toward Using
H4
Behavioral
Intention
to
Use
H2a 
H2b 
H2c 
H2d
Internet
Expertise
Age
Gender
Locatio
n
Individual
Differences
Variables
Figure 2.1 Conceptual
Model
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