Fig 1.
Conceptual model diagram.
Table 1.
The distribution characteristics of the sample.
Table 2.
Reliability and validity.
Table 3.
Overall fit indices of the measurement model.
Table 4.
Discrimination validity.
Fig 2.
Model framework and SEM analysis results.
Table 5.
Results of hypothesis testing through SEM.
Table 6.
Bootstrap mediation effect.
Table 7.
Standardized coefficients of the structural model across subgroups: Gender, age, and income.
Table 8.
Standardized coefficients of the structural model across subgroups: Marital status, visit to Hulunbuir, and purchase purpose.