TABLE 3.

Results of the moderated regression analyses.

Variables	Purchase intention				Perceived value
	Model 1	Model 2	Model 3	Model 4	Model 5	Model 6	Model 7	Model 8
Control variables
Age	0.03	0.04	0.03	0.03	0.01	0.01	−0.02	−0.05
Gender	−0.07	−0.08	−0.04	−0.06	−0.07	−0.08	−0.08	−0.06
Education	−0.18*	−0.15*	−0.14*	−0.12*	−0.08	−0.06	−0.03	−0.01
Independent variable
Design aesthetics		0.42***		0.32***		0.26***	0.00	0.05
Mediator
Perceived value			0.47***	0.39***
Moderator
Chinese traditionality							0.46***	0.47***
Interaction term
Design aesthetics × Chinese traditionality								0.25***
R 2	0.03	0.21	0.25	0.35	0.01	0.08	0.22	0.27
ΔR 2	0.03	0.18	0.22	0.14	0.01	0.07	0.14	0.06
F	2.26	13.00***	16.58***	20.83***	0.62	4.06**	10.85*****	12.21***

N = 201. Design aesthetics, Chinese traditionality, and their interaction were centered prior to analysis.

*p < 0.05; **p < 0.01; ***p < 0.001.