Table 4 Multiple regression analysis...

Table 4

Multiple regression analysis

	Model 1 Perceived quality	Model 2 Perceived quality	Model 3 Perceived quality	Model 4 Perceived quality	Model 5 Perceived quality	Model 6 Price
Constant	−0.374^***	0.191^***	−0.366^**	0.218^***	−0.302^**	−0.054
Constant	(0.110)	(0.028)	(0.115)	(0.035)	(0.113)	(0.098)
Poor translation		−0.360^***	−0.265^***	−0.536^***	−0.485^***
Poor translation		(0.038)	(0.037)	(0.045)	(0.043)
Offline context			0.335^***	−0.072	−0.008	−0.043
Offline context			(0.041)	(0.056)	(0.055)	(0.036)
Poor translation × Offline context				0.682^***	0.738^***
Poor translation × Offline context				(0.082)	(0.080)
Gender	Included		Included		Included	Included
Age	−0.082^*		−0.109^***		−0.093^**	−0.080^**
Age	(0.032)		(0.031)		(0.031)	(0.028)
Education	−0.083^***		−0.092^***		−0.090^***	0.037^*
Education	(0.021)		(0.021)		(0.021)	(0.018)
Job position	Included		Included		Included	Included
Children (dummy)	0.131^*		0.180^**		0.143^*	0.103⁺
Children (dummy)	(0.065)		(0.063)		(0.062)	(0.056)
Hours of online shopping	0.061^**		0.046^*		0.041^*	0.097^***
Hours of online shopping	(0.020)		(0.019)		(0.019)	(0.017)
Online channel orientation	−0.072^***		−0.075^***		−0.059^**	−0.053^**
Online channel orientation	(0.021)		(0.021)		(0.020)	(0.018)
Income	−0.043^*		−0.029		−0.019	−0.037^*
Income	(0.019)		(0.019)		(0.018)	(0.016)
Italian as primary language	−0.178^**		−0.122⁺		−0.118⁺	0.088
Italian as primary language	(0.064)		(0.063)		(0.062)	(0.056)
Multiple prod. assessed	0.834^***		0.857^***		0.903^***	−0.431^***
Multiple prod. assessed	(0.064)		(0.063)		(0.062)	(0.057)
Prior product awareness	0.018		0.021		0.019	0.014
Prior product awareness	(0.020)		(0.019)		(0.019)	(0.017)
Product type	Included		Included		Included	Included
Perceived quality						0.212^***
Perceived quality						(0.017)
n	2,671	2,671	2,671	2,671	2,671	2,671
R-squared	0.118	0.032	0.162	0.069	0.189	0.351

	Model 1Perceived quality	Model 2Perceived quality	Model 3Perceived quality	Model 4Perceived quality	Model 5Perceived quality	Model 6Price
Constant	−0.374^***	0.191^***	−0.366^**	0.218^***	−0.302^**	−0.054
Constant	(0.110)	(0.028)	(0.115)	(0.035)	(0.113)	(0.098)
Poor translation		−0.360^***	−0.265^***	−0.536^***	−0.485^***
Poor translation		(0.038)	(0.037)	(0.045)	(0.043)
Offline context			0.335^***	−0.072	−0.008	−0.043
Offline context			(0.041)	(0.056)	(0.055)	(0.036)
Poor translation × Offline context				0.682^***	0.738^***
Poor translation × Offline context				(0.082)	(0.080)
Gender	Included		Included		Included	Included
Age	−0.082^*		−0.109^***		−0.093^**	−0.080^**
Age	(0.032)		(0.031)		(0.031)	(0.028)
Education	−0.083^***		−0.092^***		−0.090^***	0.037^*
Education	(0.021)		(0.021)		(0.021)	(0.018)
Job position	Included		Included		Included	Included
Children (dummy)	0.131^*		0.180^**		0.143^*	0.103⁺
Children (dummy)	(0.065)		(0.063)		(0.062)	(0.056)
Hours of online shopping	0.061^**		0.046^*		0.041^*	0.097^***
Hours of online shopping	(0.020)		(0.019)		(0.019)	(0.017)
Online channel orientation	−0.072^***		−0.075^***		−0.059^**	−0.053^**
Online channel orientation	(0.021)		(0.021)		(0.020)	(0.018)
Income	−0.043^*		−0.029		−0.019	−0.037^*
Income	(0.019)		(0.019)		(0.018)	(0.016)
Italian as primary language	−0.178^**		−0.122⁺		−0.118⁺	0.088
Italian as primary language	(0.064)		(0.063)		(0.062)	(0.056)
Multiple prod. assessed	0.834^***		0.857^***		0.903^***	−0.431^***
Multiple prod. assessed	(0.064)		(0.063)		(0.062)	(0.057)
Prior product awareness	0.018		0.021		0.019	0.014
Prior product awareness	(0.020)		(0.019)		(0.019)	(0.017)
Product type	Included		Included		Included	Included
Perceived quality						0.212^***
Perceived quality						(0.017)
n	2,671	2,671	2,671	2,671	2,671	2,671
R-squared	0.118	0.032	0.162	0.069	0.189	0.351

Note(s): Standard errors in parentheses. ⁺p < 0.10, ^*p < 0.05, ^**p < 0.01, ^***p < 0.001. Non-categorical variables have been standardized

Source(s): Authors’ own elaboration

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