TABLE 11.

Overall results of hypotheses tests.

Hypothesis		Results
H1	Hedonic value influences repurchase intention positively in the context of omnichannel.	Accepted
H2	Gamification influences hedonic value positively in the context of omnichannel.	Accepted
H3	Gamification influences repurchase intention positively in the context of omnichannel.	Rejected
H4	Novelty-seeking influences repurchase intention positively in the context of omnichannel.	Accepted
H5	Novelty-seeking positively moderates the relation between gamification and hedonic value in the context of omnichannel.	Rejected
H6	Novelty-seeking negatively moderates the relation between hedonic value and repurchase intention in the context of omnichannel.	Accepted
H7	Novelty-seeking positively moderates the relation between gamification and repurchase intention in the context of omnichannel.	Accepted
H8	There exists unobserved heterogeneity in the relationship between hedonic value, gamification, repurchase intention, and novelty-seeking in the context of omnichannel.	Accepted