Question

Marketing professors at the University of Tennessee at Chattanooga investigated the role of retailer interest in consumers' shopping behavior. Using survey data collected for n=375 consumers, the professors developed an interaction model for willingness of the consumer to shop at a retailer's store in the future (Y) as a function of consumer satisfaction (x1) and retailer interest (x2). The regression results are shown below:

variable	coefficient	t-value	p-value
x1	0.426	7.33	<0.01
x2	0.044	0.85	>0.10
x1x2	-0.157	-3.09	<0.01

We are 99% confident there is an independent effect of consumer satisfaction on the outcome because the p-value

for X1 is significant at alpha 0.01.

Group of answer choices

True

False

Answer 1

Consumer satisfaction is variable x1 in the above regression equation. We have two terms with x1->x1 and x1x2. Both the p-values are <0.01 meaning the relationship is significant. Hence, we can say the relationship is strong.

Hence, the willingness to shop is highly dependent on customer satisfaction and the relationship is dependent.

The question asks us if the relationship is independent.

Ans->False

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