Chapter IV Data Analysis
4.6 Analysis of Variance
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Emotional Value -.064 -.073 -.212***
Customer Product Satisfaction -.155* .449*** .048
Satisfaction Service Satisfaction -.243*** -.008 -.155***
（Constant） 4.245 -4.099 2.751
R 2 .750 .680 .726
Adjusted R 2 .746 .678 .721
F 171.313 120.991 151.001
p .000 .000 .000
VIF 2.169~8.314 2.169~8.314 2.169~8.314
D-W 1.342 2.216 2.241
p＜.05*, p＜.01**,p＜.001 ***
4.6 Analysis of Variance
In the section, the analysis of the variance of different demographic groups on variables will be conducted. Variables in the study include perceived value, brand image, customer satisfaction, and customer loyalty. Demographic variables contain gender, age, level of education, occupation, marital status, personal monthly income, and residential area. The consumption habits for Brand's InnerShine beauty drinks are contained in the questionnaire with item “Which channel do you apply mostly to purchase Brand's InnerShine beauty drinks?” and “How often do you purchase Brand's InnerShine beauty drinks?” which are put in the final section of the demographic items.
The statistical tools for analyzing demographic data are chosen for the following reasons: (1) T-test: to compare the variance of mean between two groups, which are from two populations and independent to each other, data on gender and marital status are subjected to group t-test. (2) ANOVA: if there are three groups to compare, ANOVA is applied. In the study, residential area, level of education, and purchase channel are subjected to it. (3) MANOVA: it is applied when there are more than three groups to compare. Hence, age, occupation, personal monthly income, and purchase
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frequency will be analyzed by the tool. The significance is revealed by less than 0.05 p value. If the significance is achieved, Duncan’s test is applied to further compare the variance among groups.
1. T-test of Gender on Each Constructs:
According to Table 4-6-1, there are statistically significant differences in group means of gender on Self-Confidence & Taste Image (SCTI), Healthy & Reliable Image (HRI), Social Value, Price Value, Emotional Value, Emotional Value, Recommendation, and Repurchase, while there is no significant difference of gender on Quality, Product Satisfaction, Service Satisfaction, and Price Tolerance.
Table 4-6-1: T-test Results of Gender on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty
Items Gender
Variable Construct Male Female t p
Brand Image SCTI 4.4762 3.8724 3.655 0.000***
HRI 5.8333 5.0982 6.020 0.000***
Perceived Value Social Value 4.7333 3.9500 4.459 0.000***
Quality 4.7500 4.6875 1.147 0.252
Price Value 3.3333 3.8214 -3.314 0.001**
Emotional Value 3.1667 4.8571 -9.398 0.000***
Customer Satisfaction Product Satisfaction 4.7778 4.7798 -0.024 0.981
Service Satisfaction 4.3333 4.1250 1.563 0.124
Customer Loyalty Recommendation 4.6000 4.1286 2.944 0.003**
Repurchase 4.7778 4.4405 2.203 0.028*
Price Tolerance 3.6667 3.5000 0.850 0.399
p＜.0*5, p＜.01**, p＜.001***
2. MANOVA of Age on Each Construct:
The results of Table 4-6-2 and Table 4-6-3 indicate that there are statistically significant differences in group means of age on Quality and Repurchase. However, there is no significant difference of age on Self-Confidence & Taste Image (SCTI),
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Healthy & Reliable Image (HRI), Social Value, Price Value, Emotional Value, Product Satisfaction, Service Satisfaction, Recommendation, and Price Tolerance. In details, the group mean of “Quality” among group above 50 (M= 4.7976), group 26-30 (M=
4.8556), and group 46-50 (M= 4.9079) is more than in group 36-40 (M= 4.25) according to Duncan’s test.
Table 4-6-2: MANOVA Results of Age on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty (1)
Items Age Perceived Value Social Value 4.0032 4.0489 3.9905 3.8200 4.1200 4.3474 3.9048 Quality 4.5794 4.8556 4.4048 4.2500 4.7667 4.9079 4.7976 Price Value 3.7584 3.8222 3.7619 3.4667 4.0000 3.7368 3.6852 Emotional Value 4.5503 4.8639 4.6429 4.6000 4.9333 4.7895 4.4048 Customer
Satisfaction
Product Satisfaction 4.7390 4.8000 4.6825 4.7250 5.0222 5.0088 4.7381 Service Satisfaction 4.0476 4.2611 4.1667 4.0000 4.1667 4.1579 4.1190 Customer Loyalty Recommendation 4.2021 4.1722 3.9714 3.9500 4.1200 4.3053 4.2762 Repurchase 4.3351 4.6037 4.1429 4.2500 4.7111 4.7368 4.7302 Price Tolerance 3.5802 3.4370 3.5397 3.0333 3.7333 3.7018 3.7302
Table 4-6-3: MANOVA Results of Age on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty (2)
Items Age
Variable Construct F p Duncan
Brand Image SCTI .832 .545 （4235716）
HRI 1.425 .203 （3471256）
Perceived Value Social Value .440 .852 （47312556）
Quality 3.123 .005** （4315,315726）
Price Value .612 .721 （4761325）
Emotional Value 1.298 .257 （7143625）
Customer Product Satisfaction .634 .703 （3471265）
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Satisfaction Service Satisfaction 1.337 .239 （4176352）
Customer Loyalty Recommendation .407 .875 （4352176）
Repurchase 2.386 .028* （3412576）
Price Tolerance 1.113 .354 （4231675）
p＜.05*, p＜.01**, p＜.001***
3. ANOVA of Level of Education on Each Construct:
Since there were only three samples that could be found in item “others,” to achieve statistically significance, they are equally divided into other three items including
“senior high,” “college,” and “master.” According to Table 4-6-4, there are statistically significant differences in group means of level of education on Self-Confidence &
Taste image (SCTI), Healthy & Reliable Image (HRI), Social Value, Quality, Product Satisfaction, Recommendation, and Repurchase, while there is no significant differences on Price Value, Emotional Value, Service Satisfaction, and Price Tolerance.
Table 4-6-4: ANOVA Results of Level of Education on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty
Items Levels of Education
Variable Construct Senior high College Master F p Duncan
p＜.05*, p＜.01**, p＜.001*** (BI: brand image, PV: perceived value, CS: customer satisfaction, CL:
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4. MANOVA of Occupation on Each Construct:
According to Table 4-1-1 in 4-1, for there are too few samples on item manufacturing, freelance, and housekeeping, data of the above three items are equally divided into other items to achieve statistically significance. The results of Table 4-6-5 imply that there are statistically significant differences in group means of occupation on Healthy & Reliable Image (HRI), Social Value, Quality, Price Value, Emotional Value, Product Satisfaction, Service Satisfaction, Repurchase, and Price Tolerance.
Self-Confidence & Taste Image (SCTI) and Recommendation are the two constructs that does not reflect significant differences on the data of occupation.
Table 4-6-5: MANOVA Results of Occupation on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty (1)
Items Occupation
Variable Construct Student Public Servant
Service
Industry Professional Others
BI SCTI 4.0130 3.9286 3.9286 3.5000 3.9286
HRI 5.2955 5.3125 5.0417 5.5000 4.9375
PV Social Value 3.8909 4.4500 4.1000 4.3000 3.8750
Quality 4.8409 4.9375 4.9167 4.8409 4.1563
Price Value 3.7879 4.0833 3.8333 4.3333 3.4167
Emotional Value 4.5909 5.0000 5.4167 4.5000 4.1875 CS Product Satisfaction 4.8030 5.0417 5.0833 5.0000 4.3333 Service Satisfaction 4.0909 4.3750 4.0833 4.5000 4.0625
CL Recommendation 4.1636 4.0500 4.1333 4.5000 4.2000
Repurchase 4.7273 4.4167 4.6111 4.3333 4.0833
Price Tolerance 3.6364 3.9167 3.4778 3.8333 3.2500
(BI: brand image, PV: perceived value, CS: customer satisfaction, CL: customer loyalty)
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Table 4-6-6: MANOVA Results of Occupation on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty (2)
Items Occupation
Variable Construct F p Duncan
BI SCTI 1.474 .209 （5,2481）
HRI 6.019 .000*** （84,412,125）
PV Social Value 3.781 .005** （814,452）
Quality 17.516 .000*** （8,1542）
Price Value 9.148 .000*** （8,142,25）
Emotional Value 15.534 .000*** （851,2,4）
CS Product Satisfaction 15.936 .000*** （8,1524）
Service Satisfaction 3.761 .005** （841,25）
CL Recommendation 1.029 .392 （2418,4185）
Repurchase 8.706 .000*** （852,524,241）
Price Tolerance 5.575 .000*** （841,152）
p＜.05*, p＜.01**, p＜.001*** (BI: brand image, PV: perceived value, CS: customer satisfaction, CL:
customer loyalty)
5. T-test of Marital Status on Each Construct:
The results shown in Table 4-6-7 reveal that there are statistically significances of marital status on Healthy & Reliable Image (HRI), Social Value, Price Value, Emotional Value, Product Satisfaction, Recommendation, Repurchase, and Price Tolerance. However, there were not significant differences reflected by Self-Confidence & Taste Image (SCTI), Quality, and Service Satisfaction in terms of marital status.
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Table 4-6-7: T-test Results of Marital Status on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty
Items Marital Status
Variable Construct Single Married t p
Brand Image SCTI 3.9655 3.4286 -4.544 .051
HRI 5.1724 5.1250 -0.311 .000***
Perceived Value Social Value 4.0345 3.9000 -0.623 .000***
Quality 4.6983 4.6250 -0.592 .918
Price Value 3.7356 4.3333 3.373 .002**
Emotional Value 4.7414 4.0000 -3.172 .000***
Customer Satisfaction Product Satisfaction 4.8046 4.4167 -2.524 .022*
Service Satisfaction 4.1207 4.5000 3.794 .893
Customer Loyalty Recommendation 4.1862 4.0000 -0.958 .000***
Repurchase 4.5057 4.0000 -2.752 .001**
Price Tolerance 3.4713 4.1667 3.220 .000***
p＜.05*, p＜.01**, p＜.001***
6. MANOVA of Personal Monthly Income on Each Construct:
According to Table 4-6-8 and Table 4-6-9, the significantly differences of personal monthly income are reflected on all constructs.
Table 4-6-8: MANOVA Results of Personal Monthly Income on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty (1)
Personal Monthly Income
Product Satisfaction 4.8030 4.6818 4.8750 5.1667 4.0000 4.8333 Service Satisfaction 4.0909 4.3636 3.6250 4.0000 4.0000 5.0000
Recommendation 4.1636 4.4000 3.8000 4.0000 4.0000 4.0000
Repurchase 4.7273 4.3636 4.1667 4.6667 3.6667 4.3333
Price Tolerance 3.6364 3.8182 2.0833 3.4444 4.0000 4.3333
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Table 4-6-9: MANOVA Results of Personal Monthly Income on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty (2)
Personal Monthly Income
Construct F p Duncan
SCTI 5.721 0.000*** （6,34512）
HRI 7.956 0.000*** （2561,5614,6143）
Social Value 2.660 0.022* （361524）
Quality 21.205 0.000*** （52,13,36,64）
Price Value 19.838 0.000*** （3,4152,6）
Emotional Value 12.278 0.000*** （3561,12,24）
Product Satisfaction 5.675 0.000*** （5,2163,1634）
Service Satisfaction 14.406 0.000*** （3,4512,6）
Recommendation 3.712 0.003** （34561,45612）
Repurchase 6.623 0.000*** （5,3624,6241）
Price Tolerance 30.471 0.000*** （3,412,125,256）
p＜.05*, p＜.01**, p＜.001***
7. ANOVA of Residential Area on Each Construct:
The results of Table 4-6-10 shows that there are significant differences of residential area on identification, Social Value, Price Value, Emotional Value, service satisfaction, recommendation, and repurchase; whereas there is no statistically significant differences that can be found on HRI, Quality, product satisfaction, and price tolerance.
Table 4-6-10: ANOVA Results of Residential Area on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty
Items Residential Area
Variable Construct Northern
Service Satisfaction 4.0800 4.0000 4.5000 10.082 .000*** （213）
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p＜.05*, p＜.01**, p＜.001*** (BI: brand image, PV: perceived value, CS: customer satisfaction, CL:
customer loyalty)
8. ANOVA of Purchase Channels on Each Construct:
Significant differences of consumers' purchase channels can be found on Social Value, Quality, expected taste, product satisfaction, service satisfaction, repurchase, and price tolerance. However, no significance can be found on SCTI, HRI, Price Value, and recommendation (See Table 4-6-11).
Table 4-6-11: ANOVA Results of Purchase Channels on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty
Items Purchase Channels
Construct Physical
Service Satisfaction 4.1125 4.0176 4.5000 8.175 0.000*** （213）
CL Recommendation 4.1400 4.1788 4.3500 1.053 0.350 （123）
Repurchase 4.3865 4.4275 5.0000 10.415 0.000*** （123）
Price Tolerance 3.4781 3.4941 3.7500 1.420 0.243* （123）
p＜.05*,p＜.01 **, p＜.001*** (BI: brand image, PV: perceived value, CS: customer satisfaction, CL:
customer loyalty)
9. MANOVA of Purchase Frequency on Each Construct:
From the observation of the results in Table 4-6-12, there are significantly
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differences shown among data regarding consumers’ purchase frequency on all the constructs.
Table 4-6-12: MANOVA Results of Purchase Frequency on Brand Image, Perceived Value, Customer Satisfaction, and Customer Loyalty
Items Purchase Frequency
Construct Once/we
Product Satisfaction 4.1667 4.9667 5.0000 5.5417 5.0833 4.4167 30.280 0.000*** （16,235,4）
Service Satisfaction 3.5000 4.2000 4.1000 4.6250 4.0000 4.0714 8.181 0.000*** （1,5632,4）
Recommendation 4.4000 5.0800 4.3600 4.2500 4.2000 3.7429 24.724 0.000*** （6,5431,2）
Repurchase 4.6667 4.9333 4.7333 5.0000 4.6667 4.0238 20.592 0.000*** （6,15324）
Price Tolerance 5.0000 3.6000 2.6667 4.2500 2.6667 3.5952 27.539 0.000*** （35,62,4,1）
p＜.05*, p＜.01**, p＜.001*** (BI: brand image; PV: perceived value; CS: customer satisfaction; CL:
customer loyalty)
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According to the findings in the study in the previous sections, the results of the hypothesis testing are shown in the below tables (See Table 4-7-1 and Table 4-7-2).
Table 4-7-1: Main Hypotheses and the Results
No. Hypothesis Results
H1 Brand image has a significantly positive impact on perceived value. Supported H1-1 Self-confidence & taste image has a significantly positive impact on perceived
value.
Supported
H1-2 Healthy & reliable image has a significantly positive impact on perceived value. Supported H2 Brand image has a significantly positive impact on customer satisfaction. Supported H2-1 Self-confidence & taste image has a significantly positive impact on customer
satisfaction.
Supported
H2-2 Healthy & reliable image has a significantly positive impact on customer satisfaction.
Supported
H3 Brand image has a significantly positive impact on customer loyalty. Supported H3-1 Self-confidence & taste image has a significantly positive impact on customer
loyalty.
Supported
H3-2 Healthy & reliable image has a significantly positive impact on customer loyalty. Supported H4 Perceived value has a significantly positive impact on customer satisfaction. Partially
Supported H4-1 Social value has a significantly positive impact on customer satisfaction. Supported H4-2 Quality has a significantly positive impact on customer satisfaction. Partially
Supported H4-3 Price value has a significantly positive impact on customer satisfaction. Partially
Supported H4-4 Emotional value has a significantly positive impact on customer satisfaction. Supported H5 Perceived value has a significantly positive impact on customer loyalty. Partially
Supported H5-1 Social value has a significantly positive impact on customer loyalty. Supported H5-2 Quality has a significantly positive impact on customer loyalty. Partially
Supported H5-3 Price value has a significantly positive impact on customer loyalty. Supported H5-4 Emotional value has a positive impact on customer loyalty. Partially
Supported