H1. Consumers are more perfectionism conscious offline.
H2. Consumers are more brand conscious online.
H3. Consumers are more novelty/variety conscious online.
H4. Consumers are more price conscious online.
H5. Consumers are more impulsive/careless offline.
H6. Consumers are more confused by over-choice online.
H7. Consumers are more recreational/hedonic conscious offline.
H8. Consumers are more habitual/store loyal conscious online.
H9. Consumers are more incentive conscious offline.
H10. Consumers are more recommendation conscious online.
H11. Consumers are more fulfillment conscious online.