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Table 5<br />

Stepwise multiple regressions (H4a, H5a, H6a, H9a, and H12a)<br />

Intangibility, knowledge, and involvement with difficulty of evaluation<br />

Standardized<br />

Coefficients<br />

T-Values Level of<br />

Significance<br />

(Constant) 17.862 .000<br />

Physical<br />

intangibility<br />

.051 2.157 .015<br />

Mental<br />

intangibility<br />

.079 3.600 .000<br />

Generality .178 6.551 .000<br />

Knowledge -.207 -8.429 .000<br />

Involvement .094 4.426 .000<br />

Table 6<br />

Stepwise multiple regressions (H4b, H5b, H6b, H9b, and H12b)<br />

Intangibility, knowledge, and involvement with perceived risk<br />

Time risk<br />

Social risk<br />

Psychological risk<br />

Adjusted R 2 = .147<br />

F = 81.85<br />

Financial risk<br />

Performance risk<br />

Adjusted R 2 = .066 Adjusted R<br />

F = 56.74<br />

2 = .032 Adjusted R<br />

F = 20.31<br />

2 = .035 Adjusted R<br />

F = 29.58<br />

2 = .049 Adjusted R<br />

F = 41.23<br />

2 = .034<br />

F = 42.05<br />

Physical intangibility -.092*<br />

Mental intangibility .118 * .160* .137* .134* .120*<br />

Generality .067** .052***<br />

Knowledge -.142* -.045*** -.161* -.110*<br />

Involvement -.094* .099* .090*<br />

Level of significance: * p ≤.001, ** p≤.01, *** p≤.05<br />

Table 7<br />

Stepwise multiple regressions (H8a and H11a)<br />

Moderating effects of knowledge and involvement: intangibility and difficulty of evaluation<br />

110

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