Table 22: Univariate tests on purchase intention Attribute vs Benefit High vs Low Involvement df F Sig. Contrast 1 214.100 0.000 High Involvement Error 140 Attribute-centric Contrast 1 81.071 0.000 Low Involvement Error 140 Contrast 1 203.966 0.000 High Involvement Error 140 Benefit-centric Contrast 1 159.390 0.000 Low Involvement Error 140 5.2.3 The cognitive fit and the effect of Involvement on attitude towards the product Table 23: Descriptive statistics of attitudes towards the product Attribute vs Benefit Expert vs Novices High vs Low Involvement Mean N High Involvement 1,9143 14 Novice Low Involvement 2,5455 11 Total 2,1920 25 High Involvement 6,2577 26 Attribute-centric Expert Low Involvement 5,7364 22 Total 6,0188 48 High Involvement 4,7375 40 Total Low Involvement 4,6727 33 Total 4,7082 73 High Involvement 6,3158 19 Novice Low Involvement 5,9250 16 Total 6,1371 35 High Involvement 1,9467 15 Benefit-centric Expert Low Involvement 2,9120 25 Total 2,5500 40 High Involvement 4,3882 34 Total Low Involvement 4,0878 41 Total 4,2240 75 High Involvement 4,4485 33 Total Novice Low Involvement 4,5481 27 Total 4,4933 60
Table 22: Univariate tests on purchase intention Attribute vs Benefit High vs Low Involvement df F Sig. Attribute-centric High Involvement Contrast 1 214.100 0.000 Error 140 Low Involvement Contrast 1 81.071 0.000 Error 140 Benefit-centric High Involvement Contrast 1 203.966 0.000 Error 140 Low Involvement Contrast 1 159.390 0.000 Error 140 5.2.3 The cognitive fit and the effect of Involvement on attitude towards the product Table 23: Descriptive statistics of attitudes towards the product Attribute vs Benefit Expert vs Novices High vs Low Involvement Mean N Attribute-centric Novice High Involvement 1,9143 14 Low Involvement 2,5455 11 Total 2,1920 25 Expert High Involvement 6,2577 26 Low Involvement 5,7364 22 Total 6,0188 48 Total High Involvement 4,7375 40 Low Involvement 4,6727 33 Total 4,7082 73 Benefit-centric Novice High Involvement 6,3158 19 Low Involvement 5,9250 16 Total 6,1371 35 Expert High Involvement 1,9467 15 Low Involvement 2,9120 25 Total 2,5500 40 Total High Involvement 4,3882 34 Low Involvement 4,0878 41 Total 4,2240 75 Total Novice High Involvement 4,4485 33 Low Involvement 4,5481 27 Total 4,4933 60