Table 8.

Regression analysis of each dimension of brand elements to service value.

	Model 7	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	0.694	0.477		1.455	0.147
	Brand character	0.341	0.046	0.344	7.390	0.000
	Brand value	0.428	0.047	0.429	9.089	0.000
	Brand culture	0.158	0.048	0.155	3.296	0.001
Control variable	Student	0.069	0.138	0.034	0.498	0.619
	Civil servant and public institution personnel	−0.272	0.170	−0.091	−1.601	0.110
	Enterprise personnel	0.009	0.147	0.004	0.058	0.954
	Businessman	−0.313	0.206	−0.081	−1.524	0.128
	Others	0
	Convenience goods	−0.021	0.241	−0.007	−0.087	0.931
	Shopping goods	−0.206	0.288	−0.101	−0.713	0.476
	Specialty goods	−0.130	0.182	−0.057	−0.710	0.478
	Unsought goods	0
	Gender	−0.113	0.093	−0.055	−1.212	0.226
	Monthly income	−0.101	0.093	−0.123	−1.089	0.277
R		0.619
R 2		0.383
Adjusted R2		0.359
F		16.372
Sig		0.000

The dependent variable is the service value.