Research Article
Understanding Mobile Tourism Shopping in Pakistan: An Integrating Framework of Innovation Diffusion Theory and Technology Acceptance Model
Table 7
Multiple mediation analysis.
| | Hypotheses and path (H11, H10, and H12) | Specific indirect effect | Direct effect | Total effect | Type of mediation | Remarks |
| | H11: SP⟶PEOU⟶MTS | 0.07 | 0.449 | 0.27 | Complementary partial mediation | Partially supported | | H12: SP⟶PEJ⟶MTS | 0.028 | 0.44 | 0.27 | Direct-only nonmediation | Unsupported | | H13: SP⟶PU⟶MTS | 0.172 | 0.379 | 0.27 | Complementary partial mediation | Partially supported |
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