The paper is divided into four sections. In Section 2, we introduce the background of our research, highlight main theoretical foundations and formulate research hypothesis. Section 3 proceeds with presenting the research model where we illustrate the hypothesized relations. It further deals with the instrument developed to test the proposed research model using the partial least squares (PLS) approach ([19][19], [20], [44]). We conclude by recapitulating the results of this work, extensively discussing its limitations and thus giving recommendations for further research.