Model Summary Adjusted R Std. Error of the Model R R Square Square Estimate 1 ,831a ,691 ,679 ,78449 ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 439,261 13 33,789 54,904 ,000a Residual 196,322 319 ,615 Total 635,582 332 Coefficientsa Standardized Unstandardized Coefficients Coefficients Model B Std. Error Beta t Sig. 1 (Constant) -3,447 ,761 -4,530 ,000 Brand distinction ,321 ,147 ,115 2,177 ,030 Number of fans LOG ,665 ,059 ,766 11,353 ,000 Admin posts -,355 ,093 -,131 -3,809 ,000 Positive mood words -,022 ,199 -,003 -,109 ,914 Message distinction ,023 ,131 ,007 ,180 ,858 dummy 1 Post day weekend -,160 ,093 -,055 -1,725 ,085 dummy4visualandverbal -,152 ,100 -,055 -1,528 ,128 dummy 5 Time morning ,258 ,323 ,029 ,801 ,424 dummy 6 Time afternoon -,319 ,162 -,107 -1,963 ,051 dummy 7 Time evening -,312 ,160 -,112 -1,957 ,051 dummy 10 Convenience -,317 ,220 -,114 -1,436 ,152 good brand dummy 11 Short messages -,560 ,177 -,186 -3,169 ,002 dummy 10 x dummy 11 -,073 ,215 -,025 -,341 ,733 (convenience x short)
Model Summary Model R R Square Adjusted R Square Std. Error of the Estimate 1 ,831a ,691 ,679 ,78449 ANOVAb Model Sum of Squares df Mean Square F Sig. 1 Regression 439,261 13 33,789 54,904 ,000a Residual 196,322 319 ,615 Total 635,582 332 Coefficientsa Model Unstandardized Coefficients Standardized Coefficients t Sig. B Std. Error Beta 1 (Constant) -3,447 ,761 -4,530 ,000 Brand distinction ,321 ,147 ,115 2,177 ,030 Number of fans LOG ,665 ,059 ,766 11,353 ,000 Admin posts -,355 ,093 -,131 -3,809 ,000 Positive mood words -,022 ,199 -,003 -,109 ,914 Message distinction ,023 ,131 ,007 ,180 ,858 dummy 1 Post day weekend -,160 ,093 -,055 -1,725 ,085 dummy4visualandverbal -,152 ,100 -,055 -1,528 ,128 dummy 5 Time morning ,258 ,323 ,029 ,801 ,424 dummy 6 Time afternoon -,319 ,162 -,107 -1,963 ,051 dummy 7 Time evening -,312 ,160 -,112 -1,957 ,051 dummy 10 Convenience good brand -,317 ,220 -,114 -1,436 ,152 dummy 11 Short messages -,560 ,177 -,186 -3,169 ,002 dummy 10 x dummy 11 (convenience x short) -,073 ,215 -,025 -,341 ,733
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