Table 4 Research results on the impact of OSE on E-CE METHODOLOGY
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Note. Date: May 9, 2023; search period: 2000-2023. Table 1. Summary of research results Table 2. Definitions of OSE a customer’s overall satisfaction and likelihood of returning. Intuitive website design, clear product descriptions, and easy checkout processes all contribute to a positive OSE (Hassanein & Head, 2007). The perceived worth of the goods and services provided is another crucial consideration. Customer satisfaction with their OSE is more likely if they feel they are getting a good deal or if the products meet their expectations (Lee et al., 2012). Furthermore, personalized communication and targeted marketing efforts can also enhance the OSE. For example, tailored recommendations and personalized product offerings can create a sense of individual attention and increase customer loyalty (Moe & Fader, 2004). In depth sympathetic the OSE is central for businesses that work hard to succeed in the competitive e-commerce marketplace. By understanding the various factors that contribute to a positive OSE, businesses can implement strategies to promote client satisfaction and loyalty, which will ultimately result in more sales and money earned. Table 3. Definitions of E-CE Table 5. Respondent characteristics (N = 342) Note. Kaiser-Meyer-Olkin (KMO) measure sampling adequacy = 0.923 Bartlett test of sphericity = 3170.75 with df = 120, Bartlett test significance = 0.000. Second, the EFA model findings for ATOS in Table 7 included two dimensions: utilitarian (four items) and hedonic (three items) as recommended by Huang (2005), accounting for 75.54% of the sum variation clarified in the model data. In addition, Bartlett’s test of sphericity and KMO measurements meets the requirements. Note. Kaiser-Meyer-Olkin (KMO) measure sampling adequacy = 0.87, Bartlett test of sphericity = 1350.69, with df = 21, Bartlett test significance = 0.000. Note: Kaiser-Meyer-Olkin (KMO) measure sampling adequacy = 0.946, Bartlett test of sphericity = 2913.82, with df = 91, Bartlett test significance = 0.000. Table 8. Exploratory factor for E-CE dimensions 1998). Our results indicates that OSE affects indirectly and significantly on hedonic as a dimension of ATOS (84 via CFSE = +.46) that supports H4, while it also affects indirectly and significantly on utilitarian as a dimension of ATOS (85 via CFSE = +.48) that verified H5. LR eS ee ST ee ae ae ae SS a St a : | ie ae i. i a Mr we | ie Beer Bes Ulllltdlidall ds d UMUCHSTIOIM OL LALO (Ppl Vid UDO — T.TO) Uldtl VEeLHIed Tl. Throughout a moderating role of ATOS, OSE has indirect and significant effect on E-CE with (B6 via CFSE = +.10), which supports H6. In addition, our findings showed that the standardised coefficient between both constructs is raised because of this indirect effect, going from .77 to .87. OSE also has indirect and significant influence on the three dimensions of E-CE: vigor with (87 via ATOS = +.65), absorption with (68 via ATOS = +.74) and deduction with (B9 via ATOS = +.80) which advocates H7, H8 and H9. Finally, ATOS has indirect and significant effects on the three dimensions of E-CE: vigor with (B10 via ATOS = +.16), absorption with (88 via ATOS = +.18) and deduction wit! Daz aahae BA h (B9 via ATOS = +. 19) which ropes H10, H11 and H12. eles 4H Davee AS ae eA OD eee oe SE ee | eek ancekanacl=. A Aen lacie. 2K She Table 10. Discriminant validity assessment for research variables Note. A 2 0.7” (Jaoua & Mohamed, 2021). “Diagonal elements (in bold) are the square root of the average variance extracted (AVE). Off-diagonal elements are the correlations among constructs. For discriminant validity, diagonal elements should be larger than off-diagonal elements” (Akamavi et al., 2015). Figure 2. Structural equation modeling Note. a indicates Indirect effects were computed only for cases in which the relevant structural parameters were statistically significant (Akamavi et al., 2015); b indicates Insignificant direct effects were not included in the computation of total effect (Challagalla & Shervani, 1996). * indicates that p < 0.05; ** indicates that p < 0.01; *** indicates that p < 0.00, n/s = not significant. Table 11. Direct, indirect, and total effects among research variables Table 13. Contributions of Attitude toward online shopping dimensions in forming ATOS construct customers are essential to any successful online shopping website and app. The best me generate engaged customers is to build positive experiences and attitudes toward online purc Thus, our study aims to integrate three main important concepts in online shopping: OSE, and E-CE in one framework. This framework constitutes a model that investigates the dir indirect effects of our research variables. Aiming to validate our research constructs via E thod tc hasing. ATOS. ect and FA and CFA models, our findings identify four main dimensions that constitute OSE in KSA environmen: which are: esthetic, entertainment, educational, and satisfaction, as recommended by Bierdon anc Anderson-Connell (1999) and Chen et al. (2022). In the same vein, our results identified two main items that constitute the dimensions of ATOS: hedonic and utilitarian as verified by Huang (2005) In addition, our results confirmed that E-CE encompasses three main dimensions: ded absorption, and vigor. uction.
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