Table 7.

Hypothesis testing results for direct effects.

Research hypotheses		Results
H1a	Product features → Perceived functional value	Not Supported
H1b	Product features → Perceived emotional value	Supported
H1c	Product features → Consumer loyalty	Not Supported
H2a	Cost effectiveness → Perceived functional value	Not Supported
H2b	Cost effectiveness → Perceived emotional value	Supported
H2c	Cost effectiveness → Consumer loyalty	Supported
H3a	Multi-channel integration → Perceived functional value	Supported
H3b	Multi-channel integration → Perceived emotional value	Not Supported
H3c	Multi-channel integration → Consumer loyalty	Not Supported
H4a	Social media marketing → Perceived functional value	Supported
H4b	Social media marketing → Perceived emotional value	Supported
H4c	Social media marketing → Consumer loyalty	Supported
H5a	Perceived functional value → Consumer loyalty	Supported
H5b	Perceived emotional value → Consumer loyalty	Supported