Table 2.

Regression analysis of brand elements to consumers' purchase intention.

	Model 1	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	1.284	0.410		3.128	0.002
	Brand element	0.575	0.063	0.462	9.107	0.000
Control variable	Student	0.100	0.118	0.059	0.847	0.397
	Civil servant and public institution personnel	0.082	0.145	0.033	0.566	0.571
	Enterprise personnel	0.343	0.126	0.173	2.711	0.007
	Businessman	0.578	0.176	0.181	3.273	0.001
	Others	0
	Convenience goods	0.040	0.207	0.016	0.195	0.845
	Shopping goods	−0.036	0.248	−0.022	−0.146	0.884
	Specialty goods	−0.058	0.157	−0.031	−0.370	0.712
	Unsought goods	0
	Gender	0.052	0.080	0.031	0.647	0.518
	Monthly income	0.012	0.080	0.017	0.148	0.882
R		0.571
R 2		0.326
Adjusted R2		0.305
F		15.454
Sig		0.000

The dependent variable is the consumers' purchase intention.