Table 4.

Regression analysis of brand elements to experience value.

	Model 3	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	0.208	0.177		1.175	0.241
	Brand elements	0.899	0.027	0.887	32.975	0.000
Control variable	Student	0.071	0.051	0.052	1.391	0.165
	Civil servant and public institution personnel	0.023	0.063	0.011	0.370	0.712
	Enterprise personnel	0.123	0.055	0.076	2.255	0.025
	Businessman	0.089	0.076	0.034	1.161	0.247
	Others	0
	Convenience goods	−0.034	0.089	−0.016	−0.377	0.706
	Shopping goods	−0.088	0.107	−0.064	−0.816	0.415
	Specialty goods	−0.038	0.068	−0.025	−0.566	0.572
	Unsought goods	0
	Gender	−0.007	0.035	−0.005	−0.215	0.830
	Monthly income	−0.025	0.035	−0.044	−0.711	0.478
R		0.901
R 2		0.811
Adjusted R2		0.805
F		136.907
Sig		0.000

The dependent variable is the experience value.