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International Journal of Interdisciplinary Research

Table 2 Regression analyses: predicting patronage intentions (N = 336)

From: Consumer response to exterior atmospherics at a university-branded merchandise store

Variables

B

SE

β

t

adj R2

R2

Model 1

     

0.5

0.51***

 Pleasure

0.86

0.07

0.36

6.00***

  

 Arousal

0.53

0.05

0.05

1.15

  

 Liking

0.33

0.05

0.40

6.67***

  

Model 2

     

0.57

0.58***

 Pleasure

0.30

0.07

0.24

4.05***

  

 Arousal

0.04

0.04

0.04

0.94

  

 Liking

0.33

0.05

0.40

7.00***

  

 Preferences for store atmospherics

0.05

0.06

0.03

0.81

  

 University involvement

0.13

0.05

0.12

2.63**

  

 Past university-branded merchandise consumption behavior

0.17

0.04

0.19

4.39***

  

 Gender

0.18

0.10

0.07

1.70

  
  1. *p < 0.05; **p < 0.01; ***p < 0.001