The six hypotheses are tested using simple regression or multiple regression analysis
(Table 1). Hypothesis 1, ‘Consumers’ desire to purchase rare products influences
their patronage behaviour at brick-and-mortar stores’ is tested using multiple
regression analyses. The predictor variables include brick-and-mortar stores and
product rarity; the criterion variable is purchase behaviour. Results of the analysis
reveal that brick-and-mortar stores and product rarity are significant predictors of
purchase behaviour (F ¼ 21.53, p ¼ 0.00, df ¼ 2, 131). Hypothesis 1 is supported.