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Model/Hypothesis

1. Customization
H1
2.Contact
interactivity H9
E-LOYALTY  Search for alternatives
3.Care  willingness to pay more
H10
4.Community and promotion

5.Convenience
6.Cultivation H8
7.Choice
8.Character

Hypothesis

H1: greater level of Customization greater E-loyalty.

H2: greater level of Contact interactivity greater E-loyalty.

.
.
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H8: greater level of Character greater E-loyalty.

H9: E-loyalty negatively related to search for alternatives.

H10: E-loyalty positively related to willingness to pay more and promotion