Table 4.

Moderating effect of knowledge level on frame effect.

Variables	Purchase intention
	Model 1		Model 2		Model 3
	β	t	β	t	β	t
Constant term	0.888**	9.764	0.907**	9.923	0.901**	9.862
Gender	0.172**	8.491	0.175**	8.615	0.177**	8.69
Age	−0.01	−0.611	−0.012	−0.705	−0.011	−0.684
Education	0.069**	5.758	0.068**	5.659	0.068**	5.671
Marital status	−0.1**	−3.741	−0.096**	−3.579	−0.095**	−3.542
Income	0.041**	4.436	0.04**	4.25	0.039**	4.24
Trust	0.616**	57.378	0.611**	55.597	0.611**	55.64
Message frame (M)			0.21**	10.428	0.21**	10.437
Knowledge (K)			0.027*	2.047	0.026*	1.973
M*K					−0.058*	−2.309
F	569.213**		498.849**		444.333**
R 2	0.398		0.399		0.399
∆F	569.213**		4.189*		5.332*
∆R2	0.198		0		0.001

^*p < 0.05; ^**p < 0.01.