| Predictors | beta | SE(B) | t | F | R2 |
| Brand image | −0.046 | 0.039 | −1.193 | 116.662**** | 0.670 |
| Attitude | 0.069 | 0.048 | 1.441 |
|
|
| Involvement | −0.023 | 0.041 | −0.569 |
|
|
| Subjective norm | −0.028 | 0.041 | −0.686 |
|
|
| Perceived behavioral control | 0.143 | 0.012 | 12.126**** |
|
|
| Consumer knowledge | 0.310 | 0.045 | 6.919**** |
|
|
| Openness to experience | 0.089 | 0.042 | 2.123* |
|
|