Table 9.

Mediating effect of Hedonic Motivation.

		PU-CNT (Direct) c'	PU-HED Indirect a	HED-CNT Indirect b	VAF ab/(ab + c')
Canada	All	0.377	0.483	0.426	35%
Age	19 to 26	0.271	0.487	0.574	51%
	27 to 44	0.442	0.576	0.385	33%
	45 to 56	0.318	0.451	0.339	32%
	57 plus	0.51	0.516	0.364	27%
Gender	Male	0.408	0.431	0.355	27%
	Female	0.354	0.533	0.494	43%
Online exp.	Very little	0.298	0.581	0.464	48%
	Moderate	0.563	0.405	0.252	15%
	Experienced	0.427	0.456	0.39	29%
USA	All	0.525	0.421	0.299	19%
Age	19 to 26	0.577	0.524	0.277	20%
	27 to 44	0.465	0.386	0.37	24%
	45 to 56	0.368	0.48	0.38	33%
	57 plus	0.689	0.433	0.147	8%
Gender	Male	0.592	0.353	0.252	13%
	Female	0.438	0.487	0.368	29%
Online exp.	Very little	0.498	0.459	0.358	25%
	Moderate	0.595	0.359	0.154	8%
	Experienced	0.507	0.388	0.272	17%
Germany	All	0.358	0.591	0.437	42%
Age	19 to 26	0.368	0.654	0.391	41%
	27 to 44	0.478	0.452	0.344	25%
	45 to 56	0.319	0.656	0.496	50%
	57 plus	0.335	0.711	0.439	48%
Gender	Male	0.379	0.599	0.397	39%
	Female	0.344	0.584	0.47	44%
Online exp.	Very little	0.199	0.601	0.535	62%
	Moderate	0.413	0.584	0.364	34%
	Experienced	0.537	0.564	0.28	23%

Note: PU=Perceived Usefulness; CNT=Continuance Intention; HED=Hedonic Motivation; VAF=Variance Accounted For.