Table 3.

Regression analysis of the dimensions of brand elements to consumers' purchase intention.

	Model 2	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	1.275	0.412		3.098	0.002
	Brand character	0.180	0.040	0.219	4.512	0.000
	Brand value	0.219	0.041	0.265	5.379	0.000
	Brand culture	0.177	0.041	0.209	4.280	0.000
Control variable	Student	0.108	0.119	0.064	0.907	0.365
	Civil servant and public institution personnel	0.095	0.147	0.038	0.647	0.518
	Enterprise personnel	0.349	0.127	0.176	2.748	0.006
	Businessman	0.586	0.177	0.184	3.303	0.001
	Others	0
	Convenience goods	0.042	0.208	0.016	0.202	0.840
	Shopping goods	−0.034	0.249	−0.020	−0.136	0.892
	Specialty goods	−0.061	0.157	−0.033	−0.387	0.699
	Unsought goods	0
	Gender	0.052	0.081	0.031	0.652	0.515
	Monthly income	0.012	0.080	0.017	0.145	0.885
R		0.572
R 2		0.328
Adjusted R2		0.302
F		12.877
Sig		0.000

The dependent variable is the consumers' purchase intention.