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 ...