第五章 結論與建議
第四節 研究限制與建議
二、 英文文獻
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附 錄
表附一 消費者行為模式注意(A)之標準化迴歸效果
註：*p<.10; **p<.05; ***p<.001
表附二 消費者行為模式興趣(I)之標準化迴歸效果
註：*p<.10; **p<.05; ***p<.001
變數 A(注意)
β VIF
控制變數
性別 .096** 1.107
婚姻 -.113** 1.348
教育程度 -.070** 1.092
平日每日使用智慧型
手機時間 -.059 1.072
平日每月所得 .036 1.407
自變數
媒體豐富度 .740*** 1.079
Model F 79.454***
R2 .533
變數 I(興趣)
β VIF
控制變數
性別 .050 1.107
婚姻 -.117** 1.348
教育程度 -.056 1.092
平日每日使用智慧型
手機時間 -.063 1.072
平日每月所得 .064 1.407
自變數
媒體豐富度 .755*** 1.079
Model F 82.773***
R2 .544
表附三 消費者行為模式搜尋(S)之標準化迴歸效果
註：*p<.10; **p<.05; ***p<.001
表附四 消費者行為模式行動(A)之標準化迴歸效果
註：*p<.10; **p<.05; ***p<.001
變數 S (搜尋)
β VIF
控制變數
性別 .062 1.107
婚姻 -.112** 1.348
教育程度 .003 1.092
平日每日使用智慧型
手機時間 .009 1.072
平日每月所得 -.096** 1.407
自變數
媒體豐富度 .724*** 1.079
Model F 81.110***
R2 .539
變數 A(行動)
β VIF
控制變數
性別 .097** 1.107
婚姻 -.141** 1.348
教育程度 -.014 1.092
平日每日使用智慧型
手機時間 -.028 1.072
平日每月所得 .038 1.407
自變數
媒體豐富度 .695*** 1.079
Model F 60.421***
R2 .465
表附五 消費者行為模式分享(S)之標準化迴歸效果
註：*p<.10; **p<.05; ***p<.001
變數 S (分享)
β VIF
控制變數
性別 .098** 1.107
婚姻 -.154*** 1.348
教育程度 -.111*** 1.092
平 日 每 日 使用 智 慧
型手機時間 -.023 1.072
平日每月所得 .113*** 1.407
自變數
媒體豐富度 .667*** 1.079
Model F 55.942***
R2 .446