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RQ1: Answer 1
Among 154 total participants in this study, fifty-nine percent of the respondents were female and the average age within the sample was 27.57 years old (SD = 9.39). The average age of 41% male participants was 26.43 years (SD = 7.15).
With regard to ethnicity, 23% were Anglo, 17% Hispanic, 7% Indian, 12% Asian, 20% African, 10% Multiracial, and 12% indicated International participants.
Twenty three percent of the respondents’ household income was between $30,000 and $39,999, 16% had income between $40,000 and $49,999, 11% household earned between $20,000 and $29,999, 10% household incomes were within $10,000 and $19,999, 9% household incomes were within $50,000 and $59,999, a small 2% households earning was below $10,000, and rest of 29% households earning were above $60,000
RQ2: Answer 2
For 154 participants in the sample, average “attitude toward the brand” was 3.63 (SD = 0.89), and average purchase intention was 3.21 (SD = 0.96). Pearson’s correlation test was used to evaluate relationship between and purchase intention and “attitude toward the brand”. Sample data indicated that no statistically significant relationship existed between the two considered variables (r = - .12, p = .15). The p-value was greater than 0.05 implying that the negative correlation between the variables was statistically not significant (Leech, 2012)
RQ3: Answer 3
Whether “attitude toward the brand” can predict “electronic word-of-mouth”, a simple linear regression was used (Chu, & Kim, 2011). The sample data indicated that “attitude toward the brand” significantly (t = 3.46, p < .05) predicts 7.3% of the variance in “electronic word-of-mouth” (eWOM) behavior (R = .27, F = 11.99, p < .05). The p-value less than 0.05 indicated a statistically significant regression equation as: eWOM = 0.37 * “attitude toward the brand” + 2.49.
RQ4: Answer 4
Whether eWOM can predict purchase intention, a simple linear regression was used. The sample data indicated that “electronic word-of-mouth” was not able to significantly predict (t = -.79, p = .43) the purchase intention of people (R = .06, F = .62, p = .43). The p-value was greater than 0.05, and eWOMwas not able to significantly predict variation in purchase intention of participants.
RQ5: Answer 5
An indep ndent sample t-test was used to find gender difference for purchase intention. Average purchase intention for 63 males in the sample was 3.22 (SD = 0.97), and that of the 91 females was 3.21 (SD = 0.95). There was no significant difference in variances of purchase intention between the two genders (F = 0.34, p = 0.56). Also, no statistically significant difference between average purchase intention for male and females was noted (t (152) = 0.85, p = 0.93). The p-value was greater than 0.05, indicating no significant difference between average purchase intention of two gender
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