Table 10.

Regression analysis of each dimension of experience value to consumers' purchase intention.

	Model 9	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	0.965	0.382		2.530	0.012
	Functional value	0.192	0.039	0.229	4.913	0.000
	Emotional value	0.128	0.036	0.166	3.546	0.000
	Social value	0.179	0.035	0.245	5.172	0.000
	Service value	0.189	0.038	0.228	4.961	0.000
Control variable	Student	0.051	0.111	0.030	0.459	0.646
	Civil servant and public institution personnel	0.090	0.138	0.036	0.651	0.515
	Enterprise personnel	0.255	0.120	0.129	2.131	0.034
	Businessman	0.510	0.167	0.160	3.049	0.002
	Others	0
	Convenience goods	0.061	0.194	0.024	0.312	0.755
	Shopping goods	0.038	0.233	0.023	0.165	0.869
	Specialty goods	−0.025	0.147	−0.013	−0.168	0.866
	Unsought goods	0
	Gender	0.051	0.075	0.030	0.686	0.493
	Monthly income	0.025	0.075	0.036	0.332	0.740
R		0.645
R 2		0.415
Adjusted R2		0.391
F		17.273
Sig		0.000

The dependent variable is the consumers' purchase intention.