Table 6 The moderation effect of CI and VOC between UPC and HPC
Variable | Dependent variable: continuous intention(INT) | |||
|---|---|---|---|---|
β | Se | t | p | |
Utilitarian performance confirmation (UPC) | −0.079 | 0.155 | −0.510 | 0.611 |
Cultural identity (CI) | −0.899 | 0.244 | −3.676 | 0.000 |
UPC × CI | 0.165 | 0.059 | 2.819 | 0.005 |
R2 | 0.163 | |||
F | 21.746 | |||
Hedonic performance confirmation (HPC) | 0.113 | 0.156 | 0.724 | 0.470 |
Cultural identity (CI) | −0.730 | 0.249 | −2.930 | 0.004 |
HPC × CI | 0.116 | 0.059 | 1.972 | 0.049 |
R2 | 0.161 | |||
F | 21.441 | |||
UPC | 0.544 | 0.233 | 2.340 | 0.020 |
Value co-creation (VOC) | 0.584 | 0.226 | 2.581 | 0.010 |
UPC × VOC | −0.067 | 0.057 | −1.168 | 0.244 |
R2 | 0.165 | |||
F | 22.052 | |||
HPC | 0.549 | 0.236 | 2.322 | 0.021 |
Value co-creation (VOC) | 0.546 | 0.233 | 2.350 | 0.019 |
HPC × VOC | −0.054 | 0.058 | −0.930 | 0.353 |
R2 | 0.168 | |||
F | 22.440 | |||
