Table 17.

Regression of moderating effect analysis.

Variable	Channel migration intention
	M3	M4	M6	M7	M8
Control variable
Gender	0.263**	0.240**	0.232**	0.228*	0.227*
Age	−0.064	−0.031	−0.040	−0.046	−0.041
Academic	0.026	0.021	0.023	0.019	0.006
Purchased channel	0.065	0.045	0.053	0.049	0.058
Independent variable
PU		−0.158*	−0.109	−0.114	−0.122
PR		−0.160*	−0.113	−0.107	−0.108
PC		0.291***	0.266***	0.267***	0.259***
CC		−0.127*	−0.115*	−0.122*	−0.120*
Mediating variable
PV			−0.199*	−0.192*	−0.201*
Moderating variable
CSC				0.078	0.081
Mediation, adjusting interaction items
Perceived value × channel switching cost					−0.176
R 2	0.047	0.164	0.177	0.183	0.192
Adjust R2	0.034	0.141	0.151	0.154	0.160

N = 292.

^*P < 0.05.

^**P < 0.01.

^***P < 0.001.