TABLE 5.

Results of the moderated regression analyses.

Variables	Purchase intention
	Model 1	Model 2	Model 3	Model 4	Model 5	Model 6	Model 7
Age	−0.040	−0.041	−0.055	−0.052	−0.025	−0.041	−0.036
Gender	0.011	−0.029	−0.012	−0.011	−0.012	−0.001	0.010
Education	0.107	0.062	0.047	0.038	0.084	0.066	0.047
Occupation	0.004	−0.045	−0.045	−0.041	−0.016	−0.022	−0.023
Income	−0.044	0.004	0.029	0.024	−0.012	0.012	−0.001
Purchase frequency	−0.332***	−0.172***	−0.114*	−0.117*	−0.164***	−0.119*	−0.106*
Perceived usefulness		0.573***	0.412***	0.401***
Perceived trust					0.608***	0.453***	0.455***
Product involvement			0.344***	0.348***		0.295***	0.322***
Perceived usefulness × Product involvement				−0.095*
Perceived trust × Product involvement							−0.160***
R2	0.121	0.416	0.498	0.507	0.458	0.514	0.538
ΔR2	0.121***	0.296***	0.082***	0.009*	0.338***	0.055***	0.024***
F	6.056	133.805	43.066	4.713	164.737	29.934	13.740

N = 272.

*p < 0.05, **p < 0.01, and ***p < 0.001.

Perceived usefulness, perceived trust, product involvement and the interactions were centered prior to analysis.