APPENDIX C. SPSS OUTPUT
4.1 Descriptives total sample
Gender
Frequency Percent Valid Percent
Cumulative Percent Valid Man 91 49,5 49,5 49,5 Woman 93 50,5 50,5 100,0 Total 184 100,0 100,0 Occupation
Frequency Percent Valid Percent
Cumulative Percent Valid Student 33 17,9 17,9 17,9 Employed 95 51,6 51,6 69,6 Self-employed 34 18,5 18,5 88,0 Other 22 12,0 12,0 100,0 Total 184 100,0 100,0 Age
Frequency Percent Valid Percent
Cumulative Percent
Valid 18-28 years old 78 42,4 42,4 42,4
Descriptive Statistics
N Minimum Maximum Mean Std. Deviation
Age 184 2 7 3,27 1,395
Valid N (listwise) 184
4.1 Independent sample t-test for random assignment total sample
Group Statistics Type of
interactio
n N Mean Std. Deviation Std. Error Mean
Independent Samples Test Levene's Test
for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper Gender Equal variances assumed ,367 ,545 -1,248 162 ,214 -,098 ,078 -,252 ,057 Equal variances not assumed -1,248 161,996 ,214 -,098 ,078 -,252 ,057 Occupation Equal variances assumed 2,923 ,089 1,306 162 ,193 ,183 ,140 -,094 ,460 Equal variances not assumed 1,306 151,605 ,194 ,183 ,140 -,094 ,460 Age Equal variances assumed 2,333 ,129 -,563 162 ,574 -,122 ,217 -,550 ,306 Equal variances not assumed -,563 160,136 ,574 -,122 ,217 -,550 ,306
4.2.1: Frequency table, crosstabs & chi square test manipulation check for
information type
Information type
Frequency Percent Valid Percent
Cumulative Percent
Valid Online 84 51,2 51,2 51,2
Offline 80 48,8 48,8 100,0
Information type * Manipulation check online vs. offline Crosstabulation Manipulation check online vs.
offline
Total Wrong answer Correct answer
Information type Online Count 43 41 84
% within Information type 51,2% 48,8% 100,0%
% within Manipulation check online vs. offline
66,2% 41,4% 51,2%
% of Total 26,2% 25,0% 51,2%
Offline Count 22 58 80
% within Information type 27,5% 72,5% 100,0%
% within Manipulation check online vs. offline
33,8% 58,6% 48,8%
% of Total 13,4% 35,4% 48,8%
Total Count 65 99 164
% within Information type 39,6% 60,4% 100,0%
% within Manipulation check online vs. offline 100,0% 100,0% 100,0% % of Total 39,6% 60,4% 100,0% Chi-Square Tests Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 9,612a 1 ,002 Continuity Correctionb 8,647 1 ,003 Likelihood Ratio 9,744 1 ,002
Fisher's Exact Test ,002 ,002
Linear-by-Linear Association 9,553 1 ,002
N of Valid Cases 164
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,242 ,002
Cramer's V ,242 ,002
N of Valid Cases 164
4.2.2: Frequency table & crosstabs manipulation check for tie strength
Tie strength
Frequency Percent Valid Percent
Cumulative Percent
Valid Weak 82 50,0 50,0 50,0
Strong 82 50,0 50,0 100,0
Total 164 100,0 100,0
Tie strength * Manipulation check tie strength - frequency Crosstabulation Manipulation check tie strength -
frequency
Total Wrong answer Correct answer
Tie strength Weak Count 43 39 82
% within Tie strength 52,4% 47,6% 100,0%
% within Manipulation check tie strength - frequency
50,0% 50,0% 50,0%
% of Total 26,2% 23,8% 50,0%
Strong Count 43 39 82
% within Tie strength 52,4% 47,6% 100,0%
% within Manipulation check tie strength - frequency
50,0% 50,0% 50,0%
% of Total 26,2% 23,8% 50,0%
Total Count 86 78 164
% within Tie strength 52,4% 47,6% 100,0%
% within Manipulation check tie strength - frequency
100,0% 100,0% 100,0%
Chi-Square Tests
Value df Asymp. Sig. (2-sided)
Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square ,000a 1 1,000 Continuity Correctionb ,000 1 1,000 Likelihood Ratio ,000 1 1,000
Fisher's Exact Test 1,000 ,562
Linear-by-Linear Association ,000 1 1,000
N of Valid Cases 164
a. 0 cells (,0%) have expected count less than 5. The minimum expected count is 39,00. b. Computed only for a 2x2 table
Tie strength * Manipulation check tie strength - relation Crosstabulation Manipulation check tie strength -
relation
Total Wrong answer Correct answer
Tie strength Weak Count 27 55 82
% within Tie strength 32,9% 67,1% 100,0%
% within Manipulation check tie strength - relation
73,0% 43,3% 50,0%
% of Total 16,5% 33,5% 50,0%
Strong Count 10 72 82
% within Tie strength 12,2% 87,8% 100,0%
% within Manipulation check tie strength - relation
27,0% 56,7% 50,0%
% of Total 6,1% 43,9% 50,0%
Total Count 37 127 164
% within Tie strength 22,6% 77,4% 100,0%
% within Manipulation check tie strength - relation
100,0% 100,0% 100,0%
Chi-Square Tests Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 10,086a 1 ,001 Continuity Correctionb 8,935 1 ,003 Likelihood Ratio 10,394 1 ,001
Fisher's Exact Test ,002 ,001
Linear-by-Linear Association 10,025 1 ,002
N of Valid Cases 164
a. 0 cells (,0%) have expected count less than 5. The minimum expected count is 18,50. b. Computed only for a 2x2 table
Symmetric Measures
Value Approx. Sig.
Nominal by Nominal Phi ,248 ,001
Cramer's V ,248 ,001
N of Valid Cases 164
Tie strength * Manipulation check tie strength - importance Crosstabulation Manipulation check tie strength -
importance
Total Wrong answer Correct answer
Tie strength Weak Count 31 51 82
% within Tie strength 37,8% 62,2% 100,0%
% within Manipulation check tie strength - importance
44,9% 53,7% 50,0%
% of Total 18,9% 31,1% 50,0%
Strong Count 38 44 82
% within Tie strength 46,3% 53,7% 100,0%
% within Manipulation check tie strength - importance
55,1% 46,3% 50,0%
% of Total 23,2% 26,8% 50,0%
Total Count 69 95 164
% within Manipulation check tie strength - importance
100,0% 100,0% 100,0% % of Total 42,1% 57,9% 100,0% Chi-Square Tests Value df Asymp. Sig. (2-sided) Exact Sig. (2-sided) Exact Sig. (1-sided) Pearson Chi-Square 1,226a 1 ,268 Continuity Correctionb ,901 1 ,343 Likelihood Ratio 1,228 1 ,268
Fisher's Exact Test ,343 ,171
Linear-by-Linear Association 1,218 1 ,270
N of Valid Cases 164
a. 0 cells (,0%) have expected count less than 5. The minimum expected count is 34,50. b. Computed only for a 2x2 table
4.2.3 Descriptives sub-sample
Statistics
Gender Occupation Age
N Valid 69 49 49
Missing 0 20 20
Gender
Frequency Percent Valid Percent Cumulative Percent
Valid Man 27 39,1 39,1 39,1
Woman 27 39,1 39,1 78,3
3 15 21,7 21,7 100,0
Occupation
Frequency Percent Valid Percent Cumulative Percent
Valid Student 14 20,3 28,6 28,6 Employed 17 24,6 34,7 63,3 Self-employed 9 13,0 18,4 81,6 Other 9 13,0 18,4 100,0 Total 49 71,0 100,0 Missing System 20 29,0 Total 69 100,0 Age
Frequency Percent Valid Percent Cumulative Percent
Valid 18-28 years old 25 36,2 51,0 51,0
29-38 years old 11 15,9 22,4 73,5 39-48 years old 5 7,2 10,2 83,7 49-58 years old 5 7,2 10,2 93,9 59-68 years old 2 2,9 4,1 98,0 > 68 years old 1 1,4 2,0 100,0 Total 49 71,0 100,0 Missing System 20 29,0 Total 69 100,0
4.2.3 Independent sample t-test for random assignment sub-sample
Group Statistics Type of
interacti
on N Mean Std. Deviation Std. Error Mean
Gender WOM 22 1,36 ,492 ,105
OL 27 1,52 ,509 ,098
Age WOM 22 3,23 1,412 ,301
OL 27 2,81 1,241 ,239
Group Statistics Type of
interacti
on N Mean Std. Deviation Std. Error Mean
Gender WOM 22 1,36 ,492 ,105 OL 27 1,52 ,509 ,098 Age WOM 22 3,23 1,412 ,301 OL 27 2,81 1,241 ,239 Occupation WOM 22 2,55 ,858 ,183 OL 27 2,04 1,192 ,229
Independent Samples Test Levene's Test
for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Independent Samples Test Levene's Test
for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper Gender Equal variances assumed 1,957 ,168 -1,075 47 ,288 -,155 ,144 -,445 ,135 Equal variances not assumed -1,079 45,586 ,286 -,155 ,144 -,444 ,134 Age Equal variances assumed ,522 ,473 1,088 47 ,282 ,412 ,379 -,350 1,175 Equal variances not assumed 1,073 42,250 ,289 ,412 ,384 -,363 1,188 Occupation Equal variances assumed 3,399 ,072 1,676 47 ,100 ,508 ,303 -,102 1,119 Equal variances not assumed 1,733 46,362 ,090 ,508 ,293 -,082 1,099
4.3 Reliability check total sample
Case Processing Summary
N %
Cases Valid 184 100,0
Excludeda 0 ,0
Case Processing Summary
N %
Cases Valid 184 100,0
Excludeda 0 ,0
Total 184 100,0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
,851 5
4.3 Reliability check sub-sample
Case Processing Summary
N %
Cases Valid 69 100,0
Excludeda 0 ,0
Total 69 100,0
a. Listwise deletion based on all variables in the procedure.
Reliability Statistics Cronbach's
Alpha N of Items
4.3.1 Independent samples t-test hypothesis 1 total sample
Group Statistics
Type of interaction N Mean Std. Deviation Std. Error Mean
Purchase intentions WOM 82 3,1463 ,77111 ,08516
None (control group) 20 2,7200 ,55970 ,12515
Independent Samples Test Levene's Test
for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper Purchase intentions Equal variances assumed 2,454 ,120 2,324 100 ,022 ,42634 ,18346 ,06236 ,79032 Equal variances not assumed 2,816 38,718 ,008 ,42634 ,15138 ,12008 ,73260
4.3.1 Independent samples t-test hypothesis 1 sub-sample
Group Statistics
Type of interaction N Mean Std. Deviation Std. Error Mean
PI WOM 22 3,0909 ,90233 ,19238
Independent Samples Test
Levene's Test for
Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference
F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper
PI Equal variances assumed 9,530 ,004 1,581 40 ,122 ,37091 ,23453 -,10310 ,84492 Equal variances not assumed 1,616 35,507 ,115 ,37091 ,22950 -,09477 ,83659
4.3.2 Independent samples t-test hypothesis 2 total sample
Group Statistics
Type of interaction N Mean Std. Deviation Std. Error Mean
Purchase intentions OL 82 3,0976 ,76416 ,08439
Independent Samples Test Levene's Test
for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper Purchase intentions Equal variances assumed 3,297 ,072 2,075 100 ,041 ,37756 ,18199 ,01650 ,73862 Equal variances not assumed 2,501 38,345 ,017 ,37756 ,15095 ,07208 ,68304
4.3.2 Independent samples t-test hypothesis 2 sub-sample
Group Statistics
Type of interaction N Mean Std. Deviation Std. Error Mean
PI OL 27 3,1111 ,61603 ,11855
Independent Samples Test
Levene's Test for
Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference
F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper
PI Equal variances assumed ,301 ,586 2,236 45 ,030 ,39111 ,17492 ,03881 ,74341 Equal variances not assumed 2,269 43,060 ,028 ,39111 ,17239 ,04347 ,73875
4.3.3 Independent samples t-test hypothesis 3 total sample
Group Statistics Type of
interactio
n N Mean Std. Deviation Std. Error Mean
Purchase intentions WOM 82 3,1463 ,77111 ,08516
Independent Samples Test Levene's Test
for Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper Purchase intentions Equal variances assumed ,045 ,833 ,407 162 ,685 ,04878 ,11989 -,18796 ,28552 Equal variances not assumed ,407 161,987 ,685 ,04878 ,11989 -,18796 ,28552
4.3.3 Independent samples t-test hypothesis 3 sub-sample
Group Statistics Type of
interactio
n N Mean Std. Deviation Std. Error Mean
PI WOM 22 3,0909 ,90233 ,19238
Independent Samples Test
Levene's Test for
Equality of
Variances t-test for Equality of Means
95% Confidence Interval of the Difference
F Sig. t df Sig. (2-tailed) Mean Difference Std. Error
Difference Lower Upper
PI Equal variances assumed 7,573 ,008 -,093 47 ,926 -,02020 ,21755 -,45785 ,41745 Equal variances not assumed -,089 35,808 ,929 -,02020 ,22597 -,47858 ,43818
4.3.4 ANOVA WOM, OL & control group total sample
Descriptives Purchase intentions
N Mean
Std.
Deviation Std. Error
95% Confidence Interval for Mean
Minimum Maximum Lower Bound Upper Bound
WOM 82 3,1463 ,77111 ,08516 2,9769 3,3158 1,00 5,00 OL 82 3,0976 ,76416 ,08439 2,9297 3,2655 1,20 4,80 None (control group) 20 2,7200 ,55970 ,12515 2,4581 2,9819 1,60 3,40 Total 184 3,0783 ,75528 ,05568 2,9684 3,1881 1,00 5,00 ANOVA Purchase intentions
Sum of Squares df Mean Square F Sig.
Between Groups 2,978 2 1,489 2,657 ,073
Within Groups 101,415 181 ,560
4.3.4 ANOVA WOM, OL & control group sub-sample
ANOVA PI
Sum of Squares df Mean Square F Sig.
Between Groups 2,078 2 1,039 2,083 ,133
Within Groups 32,917 66 ,499
Total 34,995 68
4.3.5 ANOVA Hypothesis 4 total sample
Descriptive Statistics Dependent Variable:Purchase intentions Type of
interacti on
Informati
on type Mean Std. Deviation N
Tests of Between-Subjects Effects Dependent Variable:Purchase intentions
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 1,164a 3 ,388 ,658 ,579 Intercept 1595,492 1 1595,492 2704,314 ,000 Interaction ,100 1 ,100 ,169 ,682 Information_type 1,049 1 1,049 1,778 ,184 Interaction * Information_type ,018 1 ,018 ,030 ,863 Error 94,397 160 ,590 Total 1694,000 164 Corrected Total 95,561 163
a. R Squared = ,012 (Adjusted R Squared = -,006)
4.3.5 ANOVA Hypothesis 4 sub-sample
Descriptive Statistics Dependent Variable:PI Type of interacti on Informati
on type Mean Std. Deviation N
Tests of Between-Subjects Effects Dependent Variable:PI
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model ,259a 3 ,086 ,146 ,932 Intercept 435,889 1 435,889 734,359 ,000 Interaction ,032 1 ,032 ,054 ,817 Information_type ,108 1 ,108 ,182 ,672 Interaction * Information_type ,177 1 ,177 ,298 ,588 Error 26,710 45 ,594 Total 498,480 49 Corrected Total 26,970 48
a. R Squared = ,010 (Adjusted R Squared = -,056)
4.3.6 ANOVA Hypothesis 4 total sample
Descriptive Statistics Dependent Variable:Purchase intentions
Tests of Between-Subjects Effects Dependent Variable:Purchase intentions
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 13,648a 3 4,549 8,886 ,000 Intercept 1596,527 1 1596,527 3118,487 ,000 Tie_strength 13,307 1 13,307 25,993 ,000 Interaction ,050 1 ,050 ,097 ,755 Tie_strength * Interaction ,243 1 ,243 ,475 ,492 Error 81,913 160 ,512 Total 1694,000 164 Corrected Total 95,561 163
a. R Squared = ,143 (Adjusted R Squared = ,127)
4.3.6 ANOVA Hypothesis 4 sub-sample
Descriptive Statistics Dependent Variable:PI Type of interacti on Tie
strength Mean Std. Deviation N
Tests of Between-Subjects Effects Dependent Variable:PI
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 4,939a 3 1,646 3,363 ,027 Intercept 446,276 1 446,276 911,553 ,000 Interaction ,067 1 ,067 ,136 ,714 Tie_strength 4,934 1 4,934 10,078 ,003 Interaction * Tie_strength ,065 1 ,065 ,132 ,718 Error 22,031 45 ,490 Total 498,480 49 Corrected Total 26,970 48
a. R Squared = ,183 (Adjusted R Squared = ,129)
4.4 Covariates included
Covariates total sample
Tests of Between-Subjects Effects Dependent Variable:Purchase intentions
Source
Type III Sum of
Squares df Mean Square F Sig.
Tests of Between-Subjects Effects Dependent Variable:Purchase intentions
Source
Type III Sum of
Squares df Mean Square F Sig.
Corrected Model 19,161a 12 1,597 3,156 ,000 Intercept 68,993 1 68,993 136,361 ,000 Tie_strength * Gender 1,112 1 1,112 2,197 ,140 Tie_strength * Occupation 1,334 1 1,334 2,637 ,106 Tie_strength * Age ,679 1 ,679 1,342 ,249 Information_type * Gender ,347 1 ,347 ,685 ,409 Information_type * Occupation ,076 1 ,076 ,151 ,698 Information_type * Age ,036 1 ,036 ,071 ,790 Interaction * Gender ,221 1 ,221 ,436 ,510 Interaction * Occupation 1,261 1 1,261 2,493 ,116 Interaction * Age ,449 1 ,449 ,888 ,348 Error 76,400 151 ,506 Total 1694,000 164 Corrected Total 95,561 163
Covariates sub-sample
Tests of Between-Subjects Effects Dependent Variable:PI
Source
Type III Sum
of Squares df Mean Square F Sig.
Corrected Model 17,089a 32 ,534 ,865 ,649 Intercept 49,293 1 49,293 79,823 ,000 Tie_strength * Gender ,419 1 ,419 ,679 ,422 Tie_strength * Occupation 2,301 3 ,767 1,242 ,327 Tie_strength * Age ,699 2 ,350 ,566 ,579 Gender * Information_type ,443 1 ,443 ,718 ,409 Information_type * Occupation 1,787 3 ,596 ,965 ,434 Information_type * Age 1,141 3 ,380 ,616 ,615 Gender * Interaction ,017 1 ,017 ,027 ,870 Interaction * Occupation ,060 3 ,020 ,032 ,992 Interaction * Age ,174 2 ,087 ,141 ,870 Error 9,881 16 ,618 Total 498,480 49 Corrected Total 26,970 48
