Table 6.
Mean differences in the perception of risk, perception of benefits, and purchase intention by consumer knowledge group
Perception of risk |
Perception of benefits |
Purchase intention |
|||||||
---|---|---|---|---|---|---|---|---|---|
Mean | SD | F | Mean | SD | F | Mean | SD | F | |
IG | 3.56a | .62 | 15.601*** | 3.22b | .58 | 13.033*** | 2.58a | .84 | 5.846*** |
OG | 3.94b | .72 | 2.93a | .75 | 2.42a | .93 | |||
UG | 3.51a | .64 | 3.30b | .48 | 2.62ab | .92 | |||
KG | 3.66a | .67 | 3.27b | .60 | 2.81b | .89 |
Notes: ***p <.001, a,b significantly difference in post-hoc Tukey test at alpha =.05. IG = ignorance group; OG = overestimation group; UG = underestimation group; KG = knowledge group.