Table 4. Results of hypothesis testing...

Table 4.

Results of hypothesis testing (moderating effects)

Hyp.		DV	IDV	Std. Coef. (β)	t-value	Sig. at p< 0.05
		PS
H5a-a	N		PQ*CEK	0.084	1.051	0.294
H5b-a	Y		IQ*CEK	0.222	2.541	0.011
H5c-a	N		BI*CEK	0.164	1.911	0.057
H5d-a	Y		PE*CEK	0.340	4.047	<0.001
		BT
H5a-b	N		PQ*CEK	−0.132	−1.477	0.140
H5b-b	Y		IQ*CEK	0.269	2.761	0.006
H5c-b	Y		BI*CEK	0.478	4.981	<0.001
H5d-b	N		PE*CEK	0.110	1.179	0.239
		PUV
H5a-c	N		PQ*CEK	0.097	1.103	0.271
H5b-c	Y		IQ*CEK	0.314	3.277	0.001
H5c-c	N		BI*CEK	0.040	0.424	0.672
H5d-c	Y		PE*CEK	0.300	3.248	0.001
		PHV
H5a-d	Y		PQ*CEK	−0.157	−2.010	0.045
H5b-d	Y		IQ*CEK	0.431	5.074	<0.001
H5c-d	Y		BI*CEK	0.251	2.998	0.003
H5d-d	Y		PE*CEK	0.284	3.476	<0.001

Hyp.		DV	IDV	Std. Coef. (β)	t-value	Sig. at p< 0.05
		PS
H5a-a	N		PQ*CEK	0.084	1.051	0.294
H5b-a	Y		IQ*CEK	0.222	2.541	0.011
H5c-a	N		BI*CEK	0.164	1.911	0.057
H5d-a	Y		PE*CEK	0.340	4.047	<0.001
		BT
H5a-b	N		PQ*CEK	−0.132	−1.477	0.140
H5b-b	Y		IQ*CEK	0.269	2.761	0.006
H5c-b	Y		BI*CEK	0.478	4.981	<0.001
H5d-b	N		PE*CEK	0.110	1.179	0.239
		PUV
H5a-c	N		PQ*CEK	0.097	1.103	0.271
H5b-c	Y		IQ*CEK	0.314	3.277	0.001
H5c-c	N		BI*CEK	0.040	0.424	0.672
H5d-c	Y		PE*CEK	0.300	3.248	0.001
		PHV
H5a-d	Y		PQ*CEK	−0.157	−2.010	0.045
H5b-d	Y		IQ*CEK	0.431	5.074	<0.001
H5c-d	Y		BI*CEK	0.251	2.998	0.003
H5d-d	Y		PE*CEK	0.284	3.476	<0.001

Note(s): Y – hypothesis supported; N – hypothesis not supported; Std. Coef.=standardized coefficients, DV = dependent variable. IDV = independent variable. Product quality = PQ, information quality = IQ, brand image = BI, promotional efforts = PE, product satisfaction = PS, brand trust = BT, perceived utilitarian value = PUV, perceived hedonic value = PHV, consumer environmental knowledge = CEK. Significant at p< 0.05

Source(s): Authors’ own work

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