Table 4. Regression results Dependent... | Emerald Publishing

Table 4.

Regression results

	Dependent variables
Independent variables	Functional value	Emotional value	New product Advantage
Intercept	5.00**	5.10**	5.48**
Market orientation (MO) [H1]	0.17*	0.16*	0.22**
Strategic design orientation (SDO) [H2]	0.18**	0.38**	0.05
MO × SDO [H3]	0.21**	0.10^†	0.14**
Technology orientation	0.22**	0.08	0.15**
Market turbulence	0.02	0.06	−0.02
Technology turbulence	0.05	−0.03	0.01
Country dummy (1 = USA, 0 = non-USA)	0.36**	0.38**	0.19^†
Country dummy (1 = Korea, 0 = non-Korea)	−0.19	−0.20	−0.17
Maximum VIF	2.06	2.06	2.06
R²	0.34	0.28	0.25
Adj. R²	0.32	0.27	0.24

	Dependent variables
Independent variables	Functional value	Emotional value	New product Advantage
Intercept	5.00**	5.10**	5.48**
Market orientation (MO) [H1]	0.17*	0.16*	0.22**
Strategic design orientation (SDO) [H2]	0.18**	0.38**	0.05
MO × SDO [H3]	0.21**	0.10^†	0.14**
Technology orientation	0.22**	0.08	0.15**
Market turbulence	0.02	0.06	−0.02
Technology turbulence	0.05	−0.03	0.01
Country dummy (1 = USA, 0 = non-USA)	0.36**	0.38**	0.19^†
Country dummy (1 = Korea, 0 = non-Korea)	−0.19	−0.20	−0.17
Maximum VIF	2.06	2.06	2.06
R²	0.34	0.28	0.25
Adj. R²	0.32	0.27	0.24

Note(s):

**p < 0.01, *p < 0.05, ^†p < 0.10