Page 43 - IJSA, Vol. 4, No 2, 2021

International Journal of Science Annals, Vol. 4, No. 2, 2021
рrint ISSN: 2617-2682; online ISSN: 2707-3637; DOI:10.26697/ijsa

mediation model (no direct effect on online shopping the effect of cyberchondria on hedonic shopping
enjoyment and everything is mediated by hedonic motivations (Table 3).
shopping motivations). These analyses also established

Figure 2
Testing the Direct Effect of Cyberchondria on Online Shopping Enjoyment (Model 2)

Excessiveness
λ=0.129**

λ=0.289***
Compulsiveness
Online shopping
λ=0.190*** enjoyment
Reassurance

NS

Distress

Note. ***sig=0.000; **sig<0.010.

Table 3
Testing the Mediating Effect of Hedonic Shopping Motivations (Model 3)
The tested hypothesis Hypothesis Estimate Standardized RW P
ADV <--- EXC H1aa-H1af 0.057 0.074 0.286
GRA <--- EXC 0.446 0.415 ***
ROL <--- EXC 0.008 0.008 0.905
VAL <--- EXC -0.058 -0.069 0.271
SOC <--- EXC 0.075 0.066 0.282
IDE <--- EXC 0.081 0.081 0.202
ADV <--- COM H1ba-H1bf -0.089 -0.137 0.032
GRA <--- COM 0.098 0.110 0.037
ROL <--- COM 0.060 0.072 0.252
VAL <--- COM -0.267 -0.384 ***
SOC <--- COM -0.452 -0.472 ***
IDE <--- COM -0.036 -0.044 0.455
ADV <--- DIS H1ca-H1cf 0.122 0.171 0.014
GRA <--- DIS 0.247 0.251 ***
ROL <--- DIS -0.007 -0.008 0.912
VAL <--- DIS 0.126 0.165 0.010
SOC <--- DIS 0.356 0.338 ***
IDE <--- DIS 0.334 0.365 ***
ADV <--- REA H1da-H1df 0.048 0.074 0.231
GRA <--- REA -0.163 -0.182 ***
ROL <--- REA -0.190 -0.226 ***
VAL <--- REA 0.175 0.253 ***
SOC <--- REA -0.008 -0.008 0.882
IDE <--- REA -0.097 -0.117 0.039
SHOPENJ <--- ADV H5a-d 0.237 0.164 0.010
SHOPENJ <--- GRA 0.361 0.344 ***
SHOPENJ <--- ROL -0.146 -0.131 0.008
SHOPENJ <--- VAL -0.306 -0.226 ***
SHOPENJ <--- SOC -0.033 -0.034 0.538
SHOPENJ <--- IDE 0.043 0.038 0.494
Note. ***sig=0.000.

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