TABLE 5.
Mediating model test of perceived value.
| Functional value | Emotional value | Social value | Purchase intention | |||||
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| Variable | β | T | β | t | β | t | β | t |
| Gender | 0.036 | 0.723 | –0.034 | –0.709 | 0.998 | 0.658 | –0.005 | –0.109 |
| Age | –0.027 | –0.529 | –0.091 | –1.893 | 0.776 | 0.302 | 0.017 | 0.363 |
| Uncertainty | –0.228 | –4.471*** | 0.364 | 7.530*** | 0.002 | 5.374*** | 0.034 | 0.641 |
| Functional value | 0.224 | 4.768*** | ||||||
| Emotional value | 0.318 | 6.376*** | ||||||
| Social value | 0.234 | 4.922*** | ||||||
| R 2 | 0.052 | 0.151 | 0.074 | 0.237 | ||||
| F | 6.838 | 22.021 | 9.839 | 19.066 | ||||
***Indicates P < 0.001.