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APPENDIX 6Testing the differences in decision-making styles between male and female consumers.“Brand and “Price equals Quality” consciousness”

APPENDIX 6Testing the differences in decision-making styles between male and female consumers.“Brand and “Price equals Quality” consciousness”

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107



“Fashion and Novelty consciousness”

Group Statistics

gender



N



Fashion Male

style

Female



Std.

Deviation



Mean



Std. Error

Mean



154



-1.5129335E-1



.90478988



.07291005



256



.0910124



1.04431577



.06526974



Independent Samples Test

Levene's

Test for

Equality of

Variances



F



Sig.



t-test for Equality of Means



T



Equal

variances 2.744 .098 -2.390

assumed

Fashion Equal

style

variances

not

assumed



df



Sig.

(2Mean

Std. Error

tailed

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



Upper



408 .017 -.24230575 .10139696 -.4416314 -.0429801



-2.476 358.388 .014 -.24230575 .09785711 -.4347521 -.0498595



108



“Perfection and High Quality consciousness”

Independent Samples Test

Levene's

Test for

Equality of

Variances



F

Equal

variances

assumed



Sig.



t-test for Equality of Means



t



Df



1.190 .276 1.319



Quality Equal

style

variances

not

assumed



Sig.

(2Mean

Std. Error

tailed

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



408 .188 .13437383 .10188715 -.065916 .334663



1.342 340.301 .180 .13437383 .10012152 -.062561 .331309



“Impulsiveness and Carelessness”

Group Statistics

gender

Impulse Male

style

Female



Upper



N



Mean



Std.

Deviation



Std. Error

Mean



154



.1247682



1.04147399



.08392437



256



-7.5055888E-2



.96853701



.06053356



109



Independent Samples Test

Levene's

Test for

Equality of

Variances



F

Equal

variances

Impulse assumed

style

Equal



t-test for Equality of Means



Sig.



T



Df



.241 .624 1.966



variances

not

assumed



Sig.

(2tailed

Mean

Std. Error

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



Upper



408 .050 .19982412 .10162371 .00005269 .3995955



1.931 304.207 .054 .19982412 .10347759 -.00379834 .4034466



“Confusion by Overchoice”

Independent Samples Test

Levene's

Test for

Equality of

Variances



F

Equal

variances

Confus assumed

ion

Equal

style variances

not

assumed



Sig.



t-test for Equality of Means



T



.076 .782 -.173



Df



Sig.

(2tailed

Mean

Std. Error

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



Upper



408 .863 -.01761991 .10210037 -.21832834 .18308852



-.171 315.287 .864 -.01761991 .10282102 -.21992197 .18468215



“Habit and Brand-Loyalty”



110



Group Statistics



Habit

style



Std.

Deviation



Mean



Std. Error

Mean



Gender



N



Male



154



.1433587



.97725721



.07874963



Female



256 -8.6239195E-2



1.00549719



.06284357



Independent Samples Test

Levene's

Test for

Equality of

Variances



F

Equal

variances

Habit assumed

style Equal

variances

not

assumed



Sig.



t-test for Equality of Means



T



.413 .521 2.263



Df



Sig.

(2Mean

Std. Error

tailed

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



Upper



408 .024 .22959786 .10146942 .03012975 .4290660



2.279 329.695 .023 .22959786 .10075127 .03140143 .4277943



“Price and “Value for Money” consciousness”



111



Independent Samples Test

Levene's Test

for Equality

of Variances



F



Price

style



Equal

variances

assumed



Sig.



1.262 .262



Equal

variances

not

assumed



t-test for Equality of Means



T



Df



.198



Sig.

(2Mean

Std. Error

tailed

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



408 .844 .02016494 .10209921 -.1805412 .2208711



.195 310.504 .845 .02016494 .10330859 -.1831085 .2234384



“Recreational and Hedonic consciousness”

Group Statistics



Recreation style



Upper



Mean



Std.

Deviation



Std. Error

Mean



gender



N



Male



154 -4.8712550E-1 .95217527



.07672847



Female



256



.05695484



.2930364 .91127741



112



Independent Samples Test

Levene's

Test for

Equality of

Variances



F



t-test for Equality of Means



Sig.



T



Df



Equal

variances .284 .594 -8.254

Recreati assumed

on style Equal

variances

not

assumed



Sig.

(2tailed

Mean

Std. Error

)

Difference Difference



95% Confidence

Interval of the

Difference

Lower



Upper



408 .000 -.78016193 .09451693 -.96596288 -.5943610



-8.164 311.342 .000 -.78016193 .09555685 -.96818080 -.5921431



Testing the differences in decision-making styles among age groups

“Brand and “Price equals Quality” consciousness”



Test of Homogeneity of Variances

Brand style

Levene Statistic



df1



.990



df2

2



407



Sig.

.373



ANOVA

Brand style

Sum of Squares

Between Groups



Df



Mean Square



5.177



2



2.588



Within Groups



403.823



407



.992



Total



409.000



409



F

2.609



“Fashion and Novelty consciousness”



Sig.

.075



113



Test of Homogeneity of Variances

Fashion style

Levene Statistic



df1



1.591



Df2

2



Sig.



407



.205



ANOVA

Fashion style

Sum of Squares

Between Groups



Df



Mean Square



.175



2



.088



Within Groups



408.825



407



1.004



Total



409.000



409



F

.087



Sig.

.917



“Perfection and High Quality consciousness”

Test of Homogeneity of Variances

Quality style

Levene Statistic



df1



.316



df2

2



Sig.



407



.729



ANOVA

Quality style

Sum of Squares

Between Groups



Df



Mean Square



3.445



2



1.723



Within Groups



405.555



407



.996



Total



409.000



409



“Impulsiveness and Carelessness”



Test of Homogeneity of Variances

Impulse style

Levene Statistic

.248



df1



df2

2



407



Sig.

.781



F

1.729



Sig.

.179



114



ANOVA

Impulse style

Sum of Squares

Between Groups



Df



Mean Square



F



1.311



2



.655



Within Groups



407.689



407



1.002



Total



409.000



409



.654



Sig.

.520



“Confusion by Overchoice”

Test of Homogeneity of Variances

Confusion style

Levene Statistic



df1



.190



df2

2



Sig.



407



.827



ANOVA

Confusion style

Sum of Squares

Between Groups



Df



Mean Square



.187



2



.093



Within Groups



408.813



407



1.004



Total



409.000



409



“Habit and Brand-Loyalty”

Test of Homogeneity of Variances

Habit style

Levene Statistic

.220



df1



df2

2



407



Sig.

.803



F

.093



Sig.

.911



115



ANOVA

Habit style

Sum of Squares

Between Groups



Df



Mean Square



7.609



2



3.804



Within Groups



401.391



407



.986



Total



409.000



409



F



Sig.



3.858



.022



Multiple Comparisons

Habit style

Bonferroni

95% Confidence Interval

Mean

(I) age (J) age Difference (I-J)

18-25



26-30



31-40



Std. Error



Sig.



Lower Bound



Upper

Bound



26-30



-.31805620*



.11712693



.021



-.5996196



-.0364928



31-40



-.29858240



.15449261



.162



-.6699698



.0728050



18-25



*



.11712693



.021



.0364928



.5996196



31-40



.01947379



.13578219



1.000



-.3069353



.3458829



18-25



.29858240



.15449261



.162



-.0728050



.6699698



26-30



-.01947379



.13578219



1.000



-.3458829



.3069353



.31805620



*. The mean difference is significant at the 0.05 level.



“Price and “Value for Money” consciousness”

Test of Homogeneity of Variances

Price style

Levene Statistic



df1



.881



df2

2



407



Sig.

.415



ANOVA

Price style

Sum of Squares

Between Groups



Df



Mean Square



5.616



2



2.808



Within Groups



403.384



407



.991



Total



409.000



409



F

2.833



“Recreational and Hedonic consciousness”



Sig.

.060



116



Test of Homogeneity of Variances

Recreation style

Levene Statistic



df1



df2



2.433



2



Sig.



407



.089



ANOVA

Recreation style

Sum of Squares

Between Groups



Df



Mean Square



10.248



2



5.124



Within Groups



398.752



407



.980



Total



409.000



409



F

5.230



Sig.

.006



Multiple Comparisons

Recreation style

Bonferroni

Mean

(I) age (J) age Difference (I-J) Std. Error

18-25



26-30



31-40



95% Confidence Interval

Sig.



Lower Bound Upper Bound



26-30



.16600365



.11674121



.467



-.1146325



.4466398



31-40



.49541230



*



.15398384



.004



.1252479



.8655767



18-25



-.16600365



.11674121



.467



-.4466398



.1146325



31-40



.32940865*



.13533504



.046



.0040744



.6547429



18-25



-.49541230*



.15398384



.004



-.8655767



-.1252479



26-30



-.32940865*



.13533504



.046



-.6547429



-.0040744



*. The mean difference is significant at the 0.05 level.



Testing the differences in decision-making styles among income groups

“Brand and “Price equals Quality” consciousness”



117



Test of Homogeneity of Variances

Brand style

Levene Statistic



df1



.971



df2

3



Sig.



406



.406



ANOVA

Brand style

Sum of Squares

Between Groups



Df



Mean Square



5.619



3



1.873



Within Groups



403.381



406



.994



Total



409.000



409



F

1.885



Sig.

.131



“Fashion and Novelty consciousness”

Test of Homogeneity of Variances

Fashion style

Levene Statistic



df1



.502



df2

3



Sig.



406



.681



ANOVA

Fashion style

Sum of Squares

Between Groups



Df



Mean Square



3.695



3



1.232



Within Groups



405.305



406



.998



Total



409.000



409



F

1.234



“Perfection and High Quality consciousness”

Test of Homogeneity of Variances

Quality style

Levene Statistic

1.257



df1



df2

3



406



Sig.

.289



Sig.

.297



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APPENDIX 6Testing the differences in decision-making styles between male and female consumers.“Brand and “Price equals Quality” consciousness”

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