TypeofReview * Expertise 1 574.956 0.000 Error 144 R Squared = ,807 (Adjusted R Squared = ,803) According to table 5, the main effect of type of review on informativeness is (1,144) =0.041, Also, the main effect of expertise on F p=0.839. informativeness is non-significant, (1,144) =0.001, On the other hand F p=0.970. there is a significant interaction effect between type of review and expertise, (1,144) F =574.956, More specifically, in the attribute-centric reviews condition, p<0.001. novices scored on informativeness, while experts scored In the M=2.087 M=5.740. benefit-centric condition, novices scored while experts scored M=5.714 M=2.050 Simple effects tests revealed that experts score higher on informativeness when provided with attribute centric-reviews than benefit-centric reviews, (1,144) F =269.470, while novices score higher when provided with benefit-centric p<0.001, reviews rather than attribute centric reviews, (1,144) =307.929, Hence F p<0.001. hypothesis 1a and 1b are supported. Table 6: Univariate tests for informativeness Attribute vs Benefit df F Sig. Contrast 1 269.470 0.000 Attribute-centric Error 144 Contrast 1 307.929 0.000 Benefit-centric Error 144 5.1.2 Purchase Intention Table 7: Descriptive statistics of purchase intention
TypeofReview * Expertise 1 574.956 0.000 Error 144 R Squared = ,807 (Adjusted R Squared = ,803) According to table 5, the main effect of type of review on informativeness is F (1,144) =0.041, p=0.839. Also, the main effect of expertise on informativeness is non-significant, F (1,144) =0.001, p=0.970. On the other hand there is a significant interaction effect between type of review and expertise, F (1,144) =574.956, p<0.001. More specifically, in the attribute-centric reviews condition, novices scored M=2.087 on informativeness, while experts scored M=5.740. In the benefit-centric condition, novices scored M=5.714 while experts scored M=2.050 Simple effects tests revealed that experts score higher on informativeness when provided with attribute centric-reviews than benefit-centric reviews, F (1,144) =269.470, p<0.001, while novices score higher when provided with benefit-centric reviews rather than attribute centric reviews, F (1,144) =307.929, p<0.001. Hence hypothesis 1a and 1b are supported. Table 6: Univariate tests for informativeness Attribute vs Benefit df F Sig. Attribute-centric Contrast 1 269.470 0.000 Error 144 Benefit-centric Contrast 1 307.929 0.000 Error 144 5.1.2 Purchase Intention Table 7: Descriptive statistics of purchase intention