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Results of simple-effect analysis.
| Fixed factor | I | J | Fixation dwell time of AOI | Fixation count of AOI | ||||
|---|---|---|---|---|---|---|---|---|
| Mean difference (I-J) |
Standard error | Sig. (p1) | Mean difference (I-J) |
Standard error | Sig. (p2) | |||
| Male | Positive reviews | Negative reviews | −916.85 | 950.68 | 0.336 | −3.34 | 4.22 | 0.430 |
| Female | ||||||||
| −5072.00* | 950.68 | 0.000 | −23.81* | 4.22 | 0.000 | |||
| Positive reviews | Male | Female | 2878.66* | 950.68 | 0.003 | 9.50* | 4.22 | 0.025 |
| Negative reviews | −1276.48 | 950.68 | 0.180 | −10.98* | 4.22 | 0.010 | ||
Means significant when α = 0.05.
