multiple means are not significant different than the means of the information websites. Therefore hypothesis 1 is rejected. To test hypothesis 2 the question the following; you have found the right product ‘Assume after using the media from question 2. However you are not sure if this product is the best in its category. What are the chances of you using the media below to find the additional information?’ is asked. To answer this question, respondents were given the same nine channels for comparing products. As stated before in the theoretical background comparison websites are seen as websites for comparing products. If the channel comparison websites have significant higher means than the other channels the hypothesis can be accepted. ANOVA Probability of consumers using a certain channel for comparing products Sum of df Mean Square F Sig. Squares Between Groups 1077,621 8 134,703 36,156 ,000 Within Groups 3487,200 936 3,726 Total 4564,821 944 As shown in the table above the significance of the one-way ANOVA is 0,001. This means that there is a significant difference between the channels thus there is a significant difference between the probability of using a channels for comparing products.
multiple means are not significant different than the means of the information websites. Therefore hypothesis 1 is rejected. To test hypothesis 2 the question ‘Assume the following; you have found the right product after using the media from question 2. However you are not sure if this product is the best in its category. What are the chances of you using the media below to find the additional information?’ is asked. To answer this question, respondents were given the same nine channels for comparing products. As stated before in the theoretical background comparison websites are seen as websites for comparing products. If the channel comparison websites have significant higher means than the other channels the hypothesis can be accepted. ANOVA Probability of consumers using a certain channel for comparing products Sum of Squares df Mean Square F Sig. Between Groups 1077,621 8 134,703 36,156 ,000 Within Groups 3487,200 936 3,726 Total 4564,821 944 As shown in the table above the significance of the one-way ANOVA is 0,001. This means that there is a significant difference between the channels thus there is a significant difference between the probability of using a channels for comparing products.
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