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Physical<br />

intangibility<br />

Mental<br />

intangibility<br />

Table 10<br />

Stepwise multiple regressions (H7b)<br />

Intangibility and perceived risk: brand and generic product categories<br />

Generic<br />

Adjusted<br />

R 2 = .036<br />

F = 22.86<br />

Time risk Social risk Psychological risk Financial risk Performance risk<br />

Brand<br />

Adjusted<br />

R 2 = .035<br />

F = 22.37<br />

Generic<br />

Adjusted<br />

R 2 = .04<br />

F = 17.12<br />

-<br />

.107**<br />

Brand<br />

Adjusted<br />

R 2 = .013<br />

F = 8.81<br />

-<br />

.064***<br />

Generic<br />

Adjusted<br />

R 2 = .043<br />

F = 27.59<br />

Brand<br />

Adjusted<br />

R 2 = .029<br />

F = 36.04<br />

Generic<br />

Adjusted<br />

R 2 = .039<br />

F = 16.76<br />

Brand<br />

Adjusted<br />

R 2 = .037<br />

F = 45.56<br />

Generic<br />

Adjusted<br />

R 2 = .025<br />

F = 11.06<br />

Brand<br />

Adjusted<br />

R 2 = .041<br />

F = 26.12<br />

-.089** -.091** . 060***<br />

.124* .135* .161* .130* .127* .173* .126* .193* .112* .176*<br />

Generality .104* . 086** .127* .123* .159* .126*<br />

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

Table 11<br />

Stepwise multiple regressions (H10a and H13a)<br />

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

brand and generic product categories<br />

Generic<br />

Adjusted R 2 = .191<br />

F = 56.21<br />

Knowledge -.311*<br />

Knowledge and<br />

Physical intangibility<br />

Knowledge and<br />

Mental intangibility<br />

Knowledge and<br />

Generality<br />

Involvement .181*<br />

Involvement and<br />

-.207**<br />

Physical intangibility<br />

Difficulty of evaluation<br />

Brand<br />

Adjusted R 2 = .151<br />

F = 70.65<br />

-.144*<br />

Involvement and<br />

Mental intangibility<br />

Involvement and<br />

Generality<br />

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

113

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