The Role of Online Reviews in Consumer Purchase Decision Making of Beauty Products
by
Chapter 4: Findings
Survey Results
H1: As frequency to consult reviews increases, consumer involvement increases.
Descriptive Statistics
Mean
Std. Deviation
N
How often do you read online reviews of beauty products?
1.50
.808
121
What category describes your buying of beauty products?
2.03
.983
121
How much effort do you put into choosing beauty products?
1.73
.796
121
How interested are you in beauty products
1.63
.787
121
Taking care of my appearance is
1.47
.646
121
I would rather spend money on looking good than save money and look bad:
1.69
.855
121
To me looking good signifies success in relationships and work
1.49
.708
121
Table 1: Descriptive Statistics
Correlations
How often do you read online reviews of beauty products?
What category describes your buying of beauty products?
How much effort do you put into choosing beauty products?
How interested are you in beauty products
Taking care of my appearance is
I would rather spend money on looking good than save money and look bad:
To me looking good signifies success in relationships and work
How often do you read online reviews of beauty products?
Pearson Correlation
1
.231*
.744**
.778**
.730**
.789**
.666**
Sig. (2-tailed)
.011
.000
.000
.000
.000
.000
N
121
121
121
121
121
121
121
What category describes your buying of beauty products?
Pearson Correlation
.231*
1
.512**
.307**
.382**
.369**
.252**
Sig. (2-tailed)
.011
.000
.001
.000
.000
.005
N
121
121
121
121
121
121
121
How much effort do you put into choosing beauty products?
Pearson Correlation
.744**
.512**
1
.795**
.786**
.820**
.652**
Sig. (2-tailed)
.000
.000
.000
.000
.000
.000
N
121
121
121
121
121
121
121
How interested are you in beauty products
Pearson Correlation
.778**
.307**
.795**
1
.790**
.821**
.702**
Sig. (2-tailed)
.000
.001
.000
.000
.000
.000
N
121
121
121
121
121
121
121
Taking care of my appearance is
Pearson Correlation
.730**
.382**
.786**
.790**
1
.881**
.713**
Sig. (2-tailed)
.000
.000
.000
.000
.000
.000
N
121
121
121
121
121
121
121
I would rather spend money on looking good than save money and look bad:
Pearson Correlation
.789**
.369**
.820**
.821**
.881**
1
.730**
Sig. (2-tailed)
.000
.000
.000
.000
.000
.000
N
121
121
121
121
121
121
121
To me looking good signifies success in relationships and work
Pearson Correlation
.666**
.252**
.652**
.702**
.713**
.730**
1
Sig. (2-tailed)
.000
.005
.000
.000
.000
.000
N
121
121
121
121
121
121
121
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Table 2 - Correlation between frequency to consult online beauty reviews and consumer involvement
The table above demonstrates the correlation between frequency to consult online beauty reviews and consumer involvement. The positive 'Pearson Correlation' values .744, .778, .730, .789, and .666 show a high correlation between frequency to consult online beauty reviews and consumer involvement. This means that if we increase the value of one variable, the value of other variable increase and vice versa. Since all the values are greater than 0.500, the relation between the variables is strong. Thus, the hypothesis is accepted and we can say that as frequency to consult reviews increases, consumer involvement increases.
H2: Decision involvement motives are considered more important than product-involvement and social-involvement motives
Chi-Square Tests
Value
df
Asymp. Sig. (2-sided)
Pearson Chi-Square
1.287E2a
99
.024
Likelihood Ratio
104.419
99
.335
Linear-by-Linear Association
23.900
1
.000
N of Valid Cases
121
a. 115 cells (95.8%) have expected count less than 5. The minimum expected count is .01.
Table 3 - Chi Square test for Hypothesis: Decision involvement motives are considered more important than social-involvement motives
A chi-square test was carried out to examine relationship between decision involvement motives and social-involvement motives (X²= 128, df = 99, p .024). Since the sig value is less than 0.05, we cannot accept this hypothesis. Therefore, we are in a position to say that we reject the hypothesis and conclude that decision involvement motives are not considered more important than social-involvement motives.
Chi-Square Tests
Value
df
Asymp. Sig. (2-sided)
Pearson Chi-Square
1.929E2a
121
.000
Likelihood Ratio
139.973
121
.114
Linear-by-Linear Association
34.689
1
.000
N of Valid Cases
121
a. 141 cells (97.9%) have expected count less than 5. The minimum expected count is .01.
Table 4 - Chi Square test for Hypothesis: Decision involvement motives are considered more important than ...