
Table 5. Analysis of moderating effect.
B.M Beta
Constructs B.M Types (S.E) t(p) R
2
(F) Results
Revenue One-time 0.361 7.744 0.416 H4-1:
Streams (0.294) (0.000) (20.515) Weakly
Recurring 0.261 3.033 0.279 Supported
(0.086) (0.003) (9.200)
Customer Niche and 0.666 6.034 0.496 H4-2:
Segments Specialized (0.110) (0.000) (36.415) Strongly
Non- 0.289 3.077 0.098 Supported
Specialized (0.094) (0.003) (9.470)
Mass and −0.004 −0.036 0.000
Multi-side (0.109) (0.971) (0.001)
Cost Value 0.407 2.962 0.147 H4-3:
Structures Unconscious (0.137) (0.005) (8.774) Weakly
Cost 0.270 2.719 0.094 Supported
Unconscious (0.099) (0.008) (7.392)
High Value 0.224 2.289 0.054
and Cost