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                             Demographic Profile
                           of the respondents

                                ^        ^
                                |        |
                      +---------+--------+---------+
                      |                    |
       Online         |    Website         |     Online
     Shopping        |   Brand         |   Customer
    Experience     |   Familiarity | Satisfaction
                      |                     |
                      +--------+--------+
                                |
                                |
                          Independent Variables