Table 9.

Regression analysis of experience value to consumers' purchase intention.

	Model 8	Unstandardized coefficient		Standardized coefficient	t	Significance
		B	Standard error	Beta
Independent variable	(Constant)	1.006	0.378		2.659	0.008
	Experience value	0.686	0.058	0.560	11.912	0.000
Control variable	Student	0.046	0.111	0.027	0.412	0.681
	Civil servant and public institution personnel	0.063	0.135	0.025	0.465	0.642
	Enterprise personnel	0.248	0.119	0.125	2.087	0.038
	Businessman	0.491	0.165	0.154	2.977	0.003
	Others	0
	Convenience goods	0.069	0.193	0.027	0.355	0.723
	Shopping goods	0.029	0.232	0.017	0.124	0.901
	Specialty goods	−0.029	0.147	−0.016	−0.198	0.843
	Unsought goods	0
	Gender	0.049	0.075	0.029	0.660	0.510
	Monthly income	0.023	0.075	0.034	0.308	0.758
R		0.642
R 2		0.413
Adjusted R2		0.394
F		22.399
Sig		0.000

The dependent variable is the consumers' purchase intention.