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International Journal of Interdisciplinary Research

Table 4 Hypotheses testing results

From: Consumer store experience through virtual reality: its effect on emotional states and perceived store attractiveness

  DV IV β SE t VIF
H1a Arousal Store experience .72 0.16 24.62*** 1.00
R2 = .09, F-value = 21.30, p-value = .000
H1b Pleasure Store experience .51 0.15 3.37*** 1.00
R2 = .05, F-value = 11.33, p-value = .000
H2a Arousal (moderator) Store experience .72 0.16 4.58*** 1.00
Store familiarity .19 0.05 0.27 1.01
Store experience*Store familiarity − .09 0.10 − 1.21 1.00
R2 = .01, F-value = 7.59, p-value = .000, F change = 1.47, Sig. F change = .23
H2b Pleasure (moderator) Store experience .50 .15 3.27** 1.01
Store familiarity .06 .05 1.20 1.01
Store experience*Store familiarity − .09 .10 − .88 1.00
R2 = .06, F-value = 4.50, p-value = .01, F change = .78, Sig. F change = .38
H3a Store attractiveness Arousal .49 .05 9.47*** 1.00
R2 = .30, F-value = 89.73, p-value = .000
H3b Store attractiveness Pleasure .71 .04 16.57*** 1.00
R2 = .57, F-value = 274.51, p-value = .000
  1. *p < .05, **p < .01, ***p < .001