Table 4.
HLM model results†
| Moderating Effects | Coefficient | SE | Hypotheses | |||
| Web × Disconfirm | 0.0291*** | 0.0135 | H1a H1b:( +) Website customers weigh (a) cognition (favorable disconfirmation, price fairness) more heavily | |||
| Web × Price Fairness | 0.0089** | 0.0028 | ||||
| Web × Inspiration | -0.0264*** | 0.0033 | H2:(-) Website customers weigh emotional qualities less heavily than in-store customers | |||
| Web × Attractive | -0.0468*** | 0.0044 | H3a H3b:(-) Website customers weigh sensorial qualities less heavily than in-store customers | |||
| Web × Prod. Appeal | -0.0844*** | 0.0034 | ||||
| Web × Ease-of-Use | 0.1497*** | 0.0039 | H4:( +) Website customers weigh behavioral qualities (ease-of-use) more heavily | |||
| Web × Catalog | -0.0496*** | 0.0072 | H5:(-) Website customers weigh prior service encounters with catalogs less heavily | |||
| Web × Cust. Service | -0.0003 ns | 0.0050 | H6:(-) Website customers weigh prior contacts with service representatives less heavily | |||
| Main Effects | Fixed | Country Random | Store Random | |||
| Coefficient | Standard Err | Coefficient | Standard Err | Coefficient | Standard Err | |
| Intercept | 3.7323*** | 0.0135 | 0.0055*** | 0.0013 | 0.0009*** | 0.0001 |
| Disconfirmation | 0.0594*** | 0.0035 | 0.0003** | 0.0001 | 0.0005*** | 0.0001 |
| Inspiration | 0.0861*** | 0.0034 | 0.0004** | 0.0001 | 0.0002*** | 0.0000 |
| Attractive Env | 0.1714*** | 0.0041 | 0.0005** | 0.0001 | 0.0005*** | 0.0001 |
| Product Appeal | 0.2165*** | 0.0035 | 0.0004** | 0.0001 | 0.0003*** | 0.0001 |
| Price Fairness | 0.0852*** | 0.0027 | 0.0002* | 0.0001 | 0.0002*** | 0.0000 |
| Ease-of-Use | 0.0829*** | 0.0032 | 0.0003** | 0.0001 | 0.0004*** | 0.0000 |
| Service Rep | -0.0529*** | 0.0054 | 0.0009*** | 0.0002 | 0.0003*** | 0.0001 |
| Catalog | 0.1063*** | 0.0086 | 0.0014*** | 0.0005 | 0.0003*** | 0.0001 |
| Control Variables | ||||||
| Website | -0.2626*** | 0.0087 | Not Applicable†† | |||
| Browse | 0.0252*** | 0.0010 | ||||
| Discrete Emotions | Not Applicable†† | |||||
| Frustrating | -0.4501*** | 0.0045 | ||||
| Exciting | 0.1250*** | 0.0026 | ||||
| Control | 0.0337*** | 0.0024 | ||||
| Boring | -0.1858*** | 0.0083 | ||||
| Web × Frustrating | -0.2853*** | 0.0078 | ||||
| Web × Exciting | -0.0562*** | 0.0041 | ||||
| Web × Control | 0.0774*** | 0.0035 | ||||
| Web × Boring | 0.1249*** | 0.0100 | ||||
| Market and Demographic Variables | ||||||
| North America | 0.1124 | 0.0550 | Not Applicable†† | |||
| Web × North America | -0.1436*** | 0.0249 | ||||
| Asia Pacific | 0.1227 | 0.0706 | ||||
| Web × Asia Pacific | -0.1617** | 0.0558 | ||||
| Shop Only Brand | 0.0369*** | 0.0005 | ||||
| Loyalty club member | 0.0480*** | 0.0011 | ||||
| House—Studio | 0.0126*** | 0.0031 | ||||
| House—Apt | 0.0204*** | 0.0010 | ||||
| Living Single | -0.0028** | 0.0014 | ||||
| -2 Log Likelihood, AIC (BIC) | 4,279,136 4,279,246 (4,279,348) | |||||
| # of observations | 2,189,063 | |||||
†All predictor variables were mean-centered. †† Binary variables had no random effects ***p < .0001, ** p < .001, *p < 0.01