First, as shown in Table 3, four control variables were
entered into the regression: altruistic motives, gender, age
and disposable income. Overall, the model accounted for
0.144% of the variance in customer loyalty. Altruistic
motives was significantly related to customer loyalty ( =
0.469, p < 0.05), but other control variables such as sex,
age and disposable income did not have a significant
effect in this model.