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Table 8<br />

Stepwise multiple regressions (H8b and H11b)<br />

Moderating effects of knowledge and involvement: intangibility and perceived risk<br />

Time risk<br />

Social risk<br />

Psychological risk<br />

Financial risk<br />

Performance risk<br />

Adjusted R 2 = .077 Adjusted R<br />

F = 33.88<br />

2 = .05 Adjusted R<br />

F = 16.42<br />

2 = .045 Adjusted R<br />

F = 14.73<br />

2 = .059 Adjusted R<br />

F = 30.24<br />

2 = .041<br />

F = 21.32<br />

Knowledge -.204* -.194* -.134* -.160* -.102*<br />

Knowledge and<br />

Physical intangibility<br />

.296**<br />

Knowledge and<br />

Mental intangibility<br />

.296* .130**<br />

Knowledge and<br />

Generality<br />

.086***<br />

Involvement .089** .247* .198* .210* .110*<br />

Involvement and<br />

Physical intangibility<br />

-.193* -.208* -.263* -.253*<br />

Involvement and<br />

Mental intangibility<br />

-.222* -.135**<br />

Involvement and<br />

Generality<br />

-.292* .097*<br />

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

Table 9<br />

Stepwise multiple regressions (H7a)<br />

Intangibility and difficulty of evaluation: brand and generic product categories<br />

Generic<br />

Adjusted R 2 = .122<br />

F = 82.41<br />

Physical intangibility .064***<br />

Difficulty of evaluation<br />

Brand<br />

Adjusted R 2 = .141<br />

F = 97.57<br />

Mental intangibility .168*<br />

Generality .311* .267*<br />

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

112

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