Table 6. Results of moderator analysis... | Emerald Publishing

Table 6.

Results of moderator analysis

		Augmented reality (a)				Virtual reality (b)
		Engagement		Behavioural response		Engagement		Behavioural response
	Moderators	Estimate	SD	Estimate	SD	Estimate	SD	Estimate	SD
	Intercept	0.18	0.92	0.20	0.89	0.20	0.83	0.22	0.88
	Technology level
H₁	Local (vs telepresence)	0.42^*	0.21	0.38^*	0.19	−0.19	0.29	−0.18	0.11
H₂	Proximal (vs distal)	0.30^*	0.13	0.26^*	0.12	−0.36^*	0.64	−0.32^*	0.16
	Customer level
H₃	High experience (vs low)	0.38^*	0.18	0.34^*	0.16	−0.28	0.18	−0.26	0.18
H₄	Age	0.14	0.96	0.16	0.94	0.18	0.92	0.20	0.9
H₅	Female (vs Male)	−0.10	0.2	−0.32^*	0.16	0.28^*	0.13	0.32^*	0.16
	Product level
H₆	Low familiarity (vs high)	0.18	0.28	−0.20	0.30	0.65^*	0.31	0.36^*	0.16
H₇	Low involvement (vs high)	−0.36^*	0.16	−0.27^*	0.13	0.10	0.21	0.12	0.18
H₈	Hedonic benefit (vs utilitarian)	−0.28	0.38	−0.30^*	0.14	0.36^*	0.16	0.25	0.30
	National level
H₉	Individualism	0.29^*	0.14	0.35^*	0.16	0.29^*	0.14	0.18	0.36
	Power distance	−0.08	0.18	−0.10	0.21	−0.12	0.22	−0.14	0.24
	Masculinity	0.20	0.17	0.09	0.16	0.12	0.36	0.10	0.26
	Uncertainty avoidance	0.22	0.88	0.42^*	0.16	0.36^*	0.14	0.16	0.36

		Augmented reality (a)				Virtual reality (b)
		Engagement		Behavioural response		Engagement		Behavioural response
	Moderators	Estimate	SD	Estimate	SD	Estimate	SD	Estimate	SD
	Intercept	0.18	0.92	0.20	0.89	0.20	0.83	0.22	0.88
	Technology level
H₁	Local (vs telepresence)	0.42^*	0.21	0.38^*	0.19	−0.19	0.29	−0.18	0.11
H₂	Proximal (vs distal)	0.30^*	0.13	0.26^*	0.12	−0.36^*	0.64	−0.32^*	0.16
	Customer level
H₃	High experience (vs low)	0.38^*	0.18	0.34^*	0.16	−0.28	0.18	−0.26	0.18
H₄	Age	0.14	0.96	0.16	0.94	0.18	0.92	0.20	0.9
H₅	Female (vs Male)	−0.10	0.2	−0.32^*	0.16	0.28^*	0.13	0.32^*	0.16
	Product level
H₆	Low familiarity (vs high)	0.18	0.28	−0.20	0.30	0.65^*	0.31	0.36^*	0.16
H₇	Low involvement (vs high)	−0.36^*	0.16	−0.27^*	0.13	0.10	0.21	0.12	0.18
H₈	Hedonic benefit (vs utilitarian)	−0.28	0.38	−0.30^*	0.14	0.36^*	0.16	0.25	0.30
	National level
H₉	Individualism	0.29^*	0.14	0.35^*	0.16	0.29^*	0.14	0.18	0.36
	Power distance	−0.08	0.18	−0.10	0.21	−0.12	0.22	−0.14	0.24
	Masculinity	0.20	0.17	0.09	0.16	0.12	0.36	0.10	0.26
	Uncertainty avoidance	0.22	0.88	0.42^*	0.16	0.36^*	0.14	0.16	0.36

Source(s): Developed by the author