Fig. 3
From: Modeling consumers’ intention to use fashion and beauty subscription-based online services (SOS)
The results of the theoretical (left) and revised (right) models with path coefficients. UTL Utilitarian motivations, HED Hedonic motivations, FC fashion consciousness, CI consumer innovativeness, DUP desire for unique products, OTS online transaction self-efficacy, ATT attitude towards fashion/beauty SOS, SN subjective norm, INT intention to use fashion/beauty SOS. Theoretical model: χ2 (6) = 37.55, p < 0.05, RMSEA = 0.12, CFI = 0.98, GFI = 0.98; Revised model: χ2 (4) = 19.58, p < 0.05, RMSEA = 0.10, CFI = 0.99, GFI = 0.99. → represents a significant path; ⇢represents a not significant path, *p < 0.05; **p < 0.01; ***p < 0.001