Residual 245,527 181 1,357 Total 388,399 183 47,291 2 23,645 29,869 ,000b Hedonic 1 Residual 113,203 143 ,792 Total 160,493 145 a. Dependent Variable: Willingness_to_buy b. Predictors: (Constant), Hedonic_attributes, Utilitarian_attributes Coefficientsa perceived_product_category Model Unstandardized Standardized t Sig. Coefficients Coefficients B Std. Error Beta (Constant) -,374 ,492 -,759 ,449 Utilitarian 1 Utilitarian_attributes ,659 ,140 ,424 4,698 ,000 Hedonic_attributes ,275 ,113 ,219 2,424 ,016 (Constant) ,542 ,629 ,863 ,390 Hedonic 1 Utilitarian_attributes ,423 ,126 ,291 3,355 ,001 Hedonic_attributes ,405 ,111 ,318 3,665 ,000 a. Dependent Variable: Willingness_to_buy Gender as a moderator Model Summary Model R R Square Adjusted R Std. Error of the Square Estimate 1 ,646a ,417 ,408 1,04438 a. Predictors: (Constant), interaction_gender_hedonic, Utilitarian_attributes, Hedonic_attributes, gender, interaction_gender_utilitarian ANOVAa Model Sum of Squares df Mean Square F Sig. Regression 252,790 5 50,558 46,353 ,000b 1 Residual 353,395 324 1,091 606,185 329
Residual 245,527 181 1,357 Total 388,399 183 Hedonic 1 47,291 2 23,645 29,869 ,000b Residual 113,203 143 ,792 Total 160,493 145 a. Dependent Variable: Willingness_to_buy b. Predictors: (Constant), Hedonic_attributes, Utilitarian_attributes Coefficientsa perceived_product_category Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta Utilitarian 1 (Constant) -,374 ,492 -,759 ,449 Utilitarian_attributes ,659 ,140 ,424 4,698 ,000 Hedonic_attributes ,275 ,113 ,219 2,424 ,016 Hedonic 1 (Constant) ,542 ,629 ,863 ,390 Utilitarian_attributes ,423 ,126 ,291 3,355 ,001 Hedonic_attributes ,405 ,111 ,318 3,665 ,000 a. Dependent Variable: Willingness_to_buy Gender as a moderator Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 ,646a ,417 ,408 1,04438 a. Predictors: (Constant), interaction_gender_hedonic, Utilitarian_attributes, Hedonic_attributes, gender, interaction_gender_utilitarian ANOVAa Model Sum of Squares df Mean Square F Sig. 1 Regression 252,790 5 50,558 46,353 ,000b Residual 353,395 324 1,091 606,185 329