177 NTU Management Review Vol. 31 No. 3 Dec. 2021 0.83; PNFI = 0.84; NNFI = 0.95; RMSEA = 0.08; RMR = 0.08). The Squared Multiple Correlations (SMCs) for endogenous variables reveal as follows: economic value = 0.41; relational value = 0.30; online satisfaction = 0.62; offline satisfaction = 0.55; online loyalty = 0.31; offline loyalty = 0.29. 4.2 Hypotheses Testing Hypothesis 1 suggests that multichannel integration would have a positive influence on economic value. Referring to Table 2, the influence of multichannel integration on economic value is significantly positive (γ = 0.361, p < 0.05), and therefore, H1 is supported. Hypothesis 2 suggests that multichannel integration would have a positive influence on relational value. The influence of multichannel integration on relational value is significantly positive (γ = 0.358, p < 0.05), and therefore, H2 is supported. Hypothesis 3 suggests that perceived affordances would have a positive influence on economic value. The influence of perceived affordances on economic value is significantly positive (γ = 0.476, p < 0.05), and therefore, H3 is supported. Hypothesis 4 suggests that perceived affordances would have a positive influence on relational value. The influence of perceived affordances on relational value is significantly positive (γ = 0.332, p < 0.05), and therefore, H4 is supported. Hypothesis 5 indicates that economic value would have a positive influence on online satisfaction. The influence of economic value on online satisfaction is significantly positive (β = 0.455, p < 0.05), and therefore, H5 is supported. Hypothesis 6 indicates that economic value would have a positive influence on offline satisfaction. The influence of economic value on offline satisfaction is significantly positive (β = 0.400, p < 0.05), and therefore, H6 was supported. Hypothesis 7 indicates that relational value would have a positive influence on online satisfaction. The influence of relational value on online satisfaction is significantly positive (β = 0.289, p < 0.05), and therefore, H7 is supported. Hypothesis 8 indicates that relational value would have a positive influence on offline satisfaction. The influence of relational value on offline satisfaction is significantly positive (β = 0.597, p < 0.05), and therefore, H8 is supported. Hypothesis 9 shows that online satisfaction would have a positive influence on online loyalty. The influence of online satisfaction on online loyalty is significantly positive (β = 0.337, p < 0.05), and therefore, H9 is supported. Hypothesis 10 shows that offline satisfaction would have a positive influence on offline loyalty. The
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