Table 6 Regression Results of the Logistic Models in Study 2.

From: Does time of day affect consumers’ price sensitivity?

Variables

Main effect

Moderation effect

 

(1)

(2)

(3)

(4)

Time of day (hrs)

−0.004*

−0.005**

−0.044***

−0.044***

Time of day (hrs) * Sunlight duration

  

0.003**

0.004**

Sunlight duration

  

−0.141***

−0.108***

Frequency

 

0.024***

 

0.024***

Day of week [Tue]

 

−0.046*

 

−0.043*

Day of week [Wed]

 

−0.052**

 

−0.050**

Day of week [Thur]

 

−0.050**

 

−0.047*

Day of week [Fri]

 

−0.029

 

−0.027

Day of week [Sat]

 

−0.050**

 

−0.049*

Day of week [Sun]

 

−0.091***

 

−0.089***

Month of year [Aug]

 

0.279***

 

0.222***

Month of year [Sep]

 

0.303***

 

0.186***

Month of year [Octo]

 

0.220***

 

0.042

Month of year [Nov]

 

0.470***

 

0.289**

Month of year [Dec]

 

0.314***

 

0.077

Holiday

 

0.099***

 

0.112***

Rainy or snowy

 

0.053***

 

0.052***

Temperature

 

−0.010***

 

−0.007***

AIC

195877

193531

195159

193520

  1. *p < 0.1, **p < 0.01, ***p < 0.001.
  2. Note: The results reported here are parameter estimates, instead of odds ratios.