Table 2. Regression analysis (moderation... | Emerald Publishing

Table 2.

Regression analysis (moderation analyses)

Effects	WOM		eWOM
Effects	B (SE)	t	B (SE)	t
Moderation analysis: Emotional brand post Main effects
Condition	0.39 (0.11)	2.16**	0.42 (0.14)	3.17**
Product involvement	0.45 (0.18)	2.98**	0.67 (0.21)	3.43**
Condition × Product involvement	0.54 (0.19)		0.68 (0.22)
R²	0.28	0.11	0.29	0.12
F (214)	6.54***		7.24*
Moderation analysis: Rational brand post Main effects
Condition	0.28 (0.13)	2.09**	0.34 (0.19)	2.52**
Product involvement	0.52 (0.24)	3.37**	0.73 (0.28)	3.94**
Condition × Product involvement	0.59 (0.36)		0.78 (0.35)
R²	0.07		0.09
F (214)	6.11***		7.15***

Effects	WOM		eWOM
Effects	B (SE)	t	B (SE)	t
Moderation analysis: Emotional brand postMain effects
Condition	0.39 (0.11)	2.16**	0.42 (0.14)	3.17**
Product involvement	0.45 (0.18)	2.98**	0.67 (0.21)	3.43**
Condition × Product involvement	0.54 (0.19)		0.68 (0.22)
R²	0.28	0.11	0.29	0.12
F (214)	6.54***		7.24*
Moderation analysis: Rational brand postMain effects
Condition	0.28 (0.13)	2.09**	0.34 (0.19)	2.52**
Product involvement	0.52 (0.24)	3.37**	0.73 (0.28)	3.94**
Condition × Product involvement	0.59 (0.36)		0.78 (0.35)
R²	0.07		0.09
F (214)	6.11***		7.15***

Notes:

*p < 0.05; **p < 0.01; ***p < 0.000