Table 6.
Results of the moderator test with H6a and H6b.
| Variables | In-personal WOM |
E-WOM |
|||||||
|---|---|---|---|---|---|---|---|---|---|
| Model 5 |
Model 6 |
Model 7 |
Model 8 |
||||||
| Coef. | t | Coef. | t | Coef. | t | Coef. | t | ||
| Intercept |
.288 |
1.60 |
1.427 |
3.15** |
.200 |
1.20 |
1.610 |
3.87*** |
|
| Control variables | |||||||||
| Gender | - .011 | - 0.22 | - .016 | - 0.31 | - .087 | - 1.83 | - .093 | - 1.98 | |
| Age | .014 | 0.42 | .006 | 0.17 | .060 | 1.93 | .049 | 1.60 | |
| Education | .030 | 1.13 | .028 | 1.06 | - .030 | - 1.22 | - .033 | - 1.34 | |
| Monthly economic | .009 | 0.37 | .008 | 0.31 | .005 | 0.21 | .003 | 0.14 | |
| Number of experiences | .094 | 3.60*** | .091 | 3.51*** | .058 | 2.41* | .055 | 2.29* | |
| Cultural proximity |
.501 |
11.59*** |
.288 |
3.24*** |
.456 |
11.41*** |
.192 |
2.34* |
|
| Independent Variable | |||||||||
| Customers-brand identification (CBI) |
.375 |
9.17*** |
.131 |
1.34 |
.466 |
12.36*** |
.164 |
1.83 |
|
| Interaction | |||||||||
|
CBI*Cultural proximity |
.045 |
2.74** |
.056 |
3.69*** |
|||||
| Model statistics | |||||||||
| R2 | .722 | .726 | .774 | .779 | |||||
| R2adj | .719 | .722 | .771 | .776 | |||||
| F | 222.28*** | 197.55*** | 292.51*** | 263.06*** | |||||
*P < .05; **P < .01; ***P < .001.