179 NTU Management Review Vol. 31 No. 3 Dec. 2021 Table 3 Mediating Results Path Indirect Effect Confidence LLCI Interval ULCI Two mediators 1 MI → EV → ONS → ONL 0.06 0.06 0.18 2 MI → RV → ONS → ONL 0.04 0.04 0.13 3 PA → EV → ONS → ONL 0.08 0.07 0.20 4 PA → RV → ONS → ONL 0.03 0.04 0.14 Three mediators 5 MI → EV → OFFS → OFFL → ONL 0.02 0.01 0.04 6 MI → RV → OFFS → OFFL → ONL 0.02 0.01 0.05 7 MI → EV → OFFS → ONS → ONL 0.02 0.03 0.08 8 MI → RV → OFFS → ONS → ONL 0.02 0.03 0.08 9 PA → EV → OFFS → OFFL → ONL 0.02 0.01 0.04 10 PA → RV → OFFS → OFFL → ONL 0.02 0.01 0.05 11 PA → EV → OFFS → ONS → ONL 0.02 0.03 0.08 12 PA → RV → OFFS → ONS → ONL 0.02 0.02 0.08 Note: MI = multichannel integration, PA = perceived affordances, EV = economic value, RV = relational value, ONS = online satisfaction, OFFS = offline satisfaction, ONL = online loyalty, OFFL = offline loyalty. Taken collectively, this model reveals that multichannel integration and perceived affordances have indirect effects on online loyalty through these mediating variables. In Table 3, the indirect effect in path1 is from multichannel integration to economic value, to online satisfaction, and then to online loyalty. By analogy, the indirect effect of multichannel integration on online loyalty can be calculated as 0.361 × 0.455 × 0.337 = 0.06. Given that the indirect effects between multichannel integration and online loyalty (path1 + path2 + path5 + path6 + path7 + path8) is 0.18 and those between perceived affordances and online loyalty (path3 + path4 + path9 + path10 + path11 + path12) is 0.18, the total indirect effects of multichannel integration and perceived affordances on online loyalty can consequently be determined as 0.18 + 0.19 = 0.37. In the comparison
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