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Table 12<br />

Stepwise multiple regressions (H10b and H13b)<br />

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

Generic<br />

Adjusted<br />

R 2 = .086<br />

F = 19.35<br />

brand and generic product categories<br />

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

Brand<br />

Adjusted<br />

R 2 = .074<br />

F = 32.26<br />

Generic<br />

Adjusted<br />

R 2 = .064<br />

F = 12.46<br />

Brand<br />

Adjusted<br />

R 2 = .049<br />

F = 13.01<br />

Generic<br />

Adjusted<br />

R 2 = .069<br />

F = 13.43<br />

Brand<br />

Adjusted<br />

R 2 = .029<br />

F = 36.04<br />

Generic<br />

Adjusted<br />

R 2 = .097<br />

F = 21.87<br />

Brand<br />

Adjusted<br />

R 2 = .043<br />

F = 27.21<br />

Generic<br />

Adjusted<br />

R 2 = .061<br />

F = 19.99<br />

Brand<br />

Adjusted<br />

R 2 = .063<br />

F = 27.40<br />

Knowledge -.153* -.200* -.152** -.195* -.136* -.243* -.088** -.113***<br />

Knowledge and<br />

Physical intangibility<br />

-.113* -.066***<br />

Knowledge and<br />

Mental intangibility<br />

.130* .284* .301*<br />

-<br />

.141****<br />

Knowledge and<br />

Generality<br />

.136* .064***<br />

Involvement .187* -.147* .246* .276* .250* .335*<br />

Involvement and<br />

Physical intangibility<br />

-.415* -.101** -.344* -.316* -.238*<br />

Involvement and<br />

Mental intangibility<br />

Involvement and<br />

Generality<br />

-.156*** -.371* -.133** -.187**<br />

-<br />

.139****<br />

Level of significance: * p≤.001, ** p≤.01, *** p≤.05, **** p≤.10<br />

115

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