Perceived effectiveness of in-store technological tools in relation to firm size (number of employees)
| Total sample | Individual firm | Micro firm (2–9 employees) | Small firm (10–49 employees) | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
| n = 279 (100%) | n = 46 (16.5%) | n = 219 (78.5%) | n = 14 (5.0%) | |||||||
| Mean | SD | Mean | SD | Mean | SD | Mean | SD | F | Sig | |
| Travel catalogues and brochures | 2.85 | 1.470 | 3.20 | 1.500 | 2.79 | 1.450 | 2.57 | 1.604 | 1.714 | 0.182 |
| Tablet | 1.88 | 1.168 | 2.09 | 1.427 | 1.79a | 1.069 | 2.71b | 1.383 | 5.164*** | 0.006 |
| Touchpoint | 1.62 | 1.052 | 1.61 | 1.183 | 1.59 | 1.002 | 2.14 | 1.292 | 1.811 | 1.165 |
| Monitors or LCD screen | 2.48 | 1.429 | 2.74 | 1.612 | 2.40 | 1.376 | 2.93 | 1.542 | 1.824 | 0.163 |
| 3D (AR and VR) | 1.98 | 1.290 | 2.24 | 1.433 | 1.88a | 1.221 | 2.57b | 1.651 | 3.083*** | 0.047 |
| QR code | 2.12 | 1.317 | 1.65a | 0.994 | 2.19b | 1.351 | 2.43 | 1.453 | 3.678*** | 0.027 |
| Total sample | Individual firm | Micro firm (2–9 employees) | Small firm (10–49 employees) | |||||||
|---|---|---|---|---|---|---|---|---|---|---|
| Mean | SD | Mean | SD | Mean | SD | Mean | SD | Sig | ||
| Travel catalogues and brochures | 2.85 | 1.470 | 3.20 | 1.500 | 2.79 | 1.450 | 2.57 | 1.604 | 1.714 | 0.182 |
| Tablet | 1.88 | 1.168 | 2.09 | 1.427 | 1.79a | 1.069 | 2.71b | 1.383 | 5.164*** | 0.006 |
| Touchpoint | 1.62 | 1.052 | 1.61 | 1.183 | 1.59 | 1.002 | 2.14 | 1.292 | 1.811 | 1.165 |
| Monitors or LCD screen | 2.48 | 1.429 | 2.74 | 1.612 | 2.40 | 1.376 | 2.93 | 1.542 | 1.824 | 0.163 |
| 3D (AR and VR) | 1.98 | 1.290 | 2.24 | 1.433 | 1.88a | 1.221 | 2.57b | 1.651 | 3.083*** | 0.047 |
| QR code | 2.12 | 1.317 | 1.65a | 0.994 | 2.19b | 1.351 | 2.43 | 1.453 | 3.678*** | 0.027 |
Note(s): Significantly different average scores * = p < 0.10; ** = p < 0.05; *** = p < 0.01
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