Table 4.

Moderator analysis

Factor Category	Factor	Economic development level	Number of studies	Combined effect size	95%CI	Z-score
website stimuli	website navigability	developing	2	0.36	[0.08; 0.59]	0.13
		developed	2	0.35	[0.26; 0.43]
	website visual appeal	developing	8	0.23	[0.07; 0.38]	−8.62***
		developed	2	0.50	[0.33; 0.63]
	ease of use	developing	5	0.27	[0.02; 0.48]	4.63***
		developed	2	0.10	[−0.08; 0.26]
marketing stimuli	price	developing	3	0.64	[−0.43; 0.96]	18.53***
		developed	2	−0.04	[−0.47; 0.41]
	promotion	developing	11	0.36	[0.19; 0.50]	−3.07**
		developed	4	0.43	[0.06; 0.69]
affective stimuli	arousal	developing	9	0.39	[0.27; 0.51]	0.61
		developed	2	0.42	[0.18; 0.61]
	pleasure	developing	13	0.44	[0.34; 0.53]	3.85***
		developed	4	0.33	[0.01; 0.58]
	positive emotion	developing	6	0.43	[0.24; 0.58]	5.41***
		developed	2	0.22	[−0.14; 0.53]

^*for p < 0.05, ^** for p < 0.01, ^*** for p < 0.001.