TABLE A2.
Contrarian case analysis.
| Smartwatch buying decision (UB) | |||||||||||||
|
| |||||||||||||
| 1 | 2 | 3 | 4 | 5 | 1 | 2 | 3 | 4 | 5 | ||||
| EE. (phi2 = 0.055, p < 0.040) | 1 | 26(5.56%) | 16(3.42%) | 16(3.42%) | 14(2.99%) | 22(4.70%) | FC. (phi2 = 0.418, p < 0.001) | 1 | 43(9.19%) | 28(5.98%) | 6(1.28%) | 3(0.64%) | 2(0.43%) |
| 2 | 23(4.91%) | 23(4.91%) | 14(2.99%) | 21(4.99%) | 16(3.42%) | 2 | 19(4.06%) | 26(5.56%) | 24(5.13%) | 14(2.99%) | 11(2.35%) | ||
| 3 | 13(2.78%) | 18(3.85%) | 19(4.06%) | 17(3.63%) | 20(4.27%) | 3 | 18(3.85%) | 17(3.63%) | 34(7.26%) | 43(9.19%) | 17(3.63%) | ||
| 4 | 22(4.70%) | 22(4.70%) | 32(6.84%) | 38(8.12%) | 27(5.77%) | 4 | 5(1.07%) | 13(2.78%) | 9(1.92%) | 21(4.49%) | 28(5.95%) | ||
| 5 | 4(0.85%) | 10(2.14%) | 9(1.92%) | 8(1.71%) | 18(3.85%) | 5 | 3(0.64%) | 5(1.07%) | 17(3.63%) | 17(3.63%) | 45(9.62%) | ||
| CV. (phi2 = 0.427, p < 0.001) | 1 | 51(10.9%) | 19(4.06%) | 13(2.78%) | 9(1.92%) | 9(1.92%) | PE. (phi2 = 1.048, p < 0.001) | 1 | 62(13.25%) | 15(3.21%) | 4(0.85%) | 3(0.64%) | 2(0.43%) |
| 2 | 13(2.78%) | 35(7.48%) | 10(2.14%) | 12(2.56%) | 14(2.99%) | 2 | 18(3.85%) | 49(10.47%) | 19(4.06%) | 5(1.07%) | 7(1.50%) | ||
| 3 | 13(2.78%) | 13(2.78%) | 31(6.62%) | 18(3.85%) | 14(2.99%) | 3 | 5(1.07%) | 11(2.35%) | 49(10.47%) | 24(5.13%) | 14(2.99%) | ||
| 4 | 7(1.50%) | 16(3.42%) | 25(5.34%) | 22(4.70%) | 12(2.56%) | 4 | 3(0.64%) | 11(2.35%) | 7(1.50%) | 42(8.97%) | 10(2.14%) | ||
| 5 | 4(0.85%) | 6(1.28%) | 11(2.35%) | 37(7.91%) | 54(11.54%) | 5 | 0(%) | 3(0.64%) | 11(2.35%) | 24(5.13%) | 70(14.96%) | ||
| SI. (phi2 = 0.846, p < 0.001) | 1 | 60(12.82%) | 22(4.70%) | 4(0.85%) | 3(0.64%) | 1(0.21%) | |||||||
| 2 | 13(2.78%) | 38(8.12%) | 24(5.13%) | 7(1.50%) | 2(0.43%) | ||||||||
| 3 | 10(2.14%) | 18(3.85%) | 43(9.19%) | 35(7.48%) | 20(4.27%) | ||||||||
| 4 | 5(1.07%) | 7(1.50%) | 14(2.99%) | 42(8.97%) | 26(5.56%) | ||||||||
| 5 | 0(%) | 4(0.85%) | 5(1.07%) | 11(2.35%) | 54(11.54%) | ||||||||
Cases in bold represent contrarian cases, while cases in italics represent the main effect. The sets of contrarian cases are counter to the main effect size (phi2 range from 0.05 to 1.04) at a significance level of 0.001. PE, perceived expectancy; FC, facilitating conditions; EE, effort expectancy; CV, cost value; SI, social influence.