Table 3 Data normality Descriptive...

Table 3

Data normality

Descriptive statistics
Items	N	Mean	Std. Deviation	Skewness	Kurtosis
Items	Statistic	Statistic	Statistic	Statistic	Statistic
PR1: SMAs should be relevant to messages the advertisers intend to send	1,837	3.49	1.06	−0.23	−1.10
PR2: A non-relevant SMA makes me irritated	1,837	3.09	1.05	−0.97	−0.21
PR3: I follow SMAs as I think that such adverts meet my taste and preferences	1,837	3.66	1.01	−0.50	−0.77
PR4: SMAs should be short, specific, relevant and target oriented	1,837	2.16	1.07	−0.08	0.97
PI1: SMAs are a fine source of product information and innovative product offerings	1,837	3.12	1.04	−0.31	−0.77
PI2: SMAs provide timely and updated product information	1,837	2.78	1.10	0.19	−0.87
PI3: SMAs are the convenient sources of product information	1,837	2.52	1.21	−0.31	−1.20
PI4: I prefer SMAs and follow such adverts as I can access to my SNS account more easily with my own convenience	1,837	3.51	1.28	−0.38	−1.16
PI5: I can inquire about my preferred product through SNS-based adverts as I can comment, ask questions, answer and like such adverts	1,837	3.47	1.27	−0.29	1.26
PC1: I believe in SNS-based advertisements	1,837	3.88	1.04	−0.78	−0.55
PC2: SMAs are more credible sources than other adverts as I can directly contact the advertiser once I am connected to the advertiser’s SM page	1,837	3.94	1.13	−0.88	−0.69
PC3: SMAs are gaining the credibility of the audiences	1,837	3.88	1.09	−0.87	−0.55
PC4: I usually recommend my friends and colleagues to follow their intended brands’ SMAs as the credible sources of information	1,837	3.81	1.05	−0.76	−0.59
CBC1: I consider myself as a fashion brand-conscious customer	1,837	2.99	1.10	−0.33	−0.13
CBC2: Fashion brand-conscious customers usually follow SMAs	1,837	2.61	2.11	−0.31	−0.71
CBC3: SMAs are particularly suitable for brand-conscious customers for getting pertinent information about new product features and offers	1,837	3.37	1.23	−0.77	−0.99
CBC4: Advertisers should devise their SMA strategies to retain existing customers and attract new ones	1,837	4.01	2.11	−0.87	−0.11
CPI1: SMAs are relevant, informative and credible source for fashion oriented products	1,837	3.81	1.07	−0.76	−0.46
CPI2: I expect that fashion-conscious people will make their purchase decisions based on SMAs	1,837	3.91	1.09	−0.81	−0.39
CPI3: Buyers trust SMAs as fast and convenient sources of information and make their buying decisions based on the quality and timeliness of product oriented information	1,837	3.88	0.10	−0.93	0.45
CPI4: It is easy to make purchase decisions based on SMAs as the tentative buyers can see the reviews and comments made by other buyers who previously bought the same product	1,837	3.12	0.79	−0.59	0.41
CPI5: I follow SMAs and purchase products based on such adverts	1,837	3.04	0.80	−0.44	−0.29

Descriptive statistics
Items	N	Mean	Std. Deviation	Skewness	Kurtosis
Items	Statistic	Statistic	Statistic	Statistic	Statistic
PR1: SMAs should be relevant to messages the advertisers intend to send	1,837	3.49	1.06	−0.23	−1.10
PR2: A non-relevant SMA makes me irritated	1,837	3.09	1.05	−0.97	−0.21
PR3: I follow SMAs as I think that such adverts meet my taste and preferences	1,837	3.66	1.01	−0.50	−0.77
PR4: SMAs should be short, specific, relevant and target oriented	1,837	2.16	1.07	−0.08	0.97
PI1: SMAs are a fine source of product information and innovative product offerings	1,837	3.12	1.04	−0.31	−0.77
PI2: SMAs provide timely and updated product information	1,837	2.78	1.10	0.19	−0.87
PI3: SMAs are the convenient sources of product information	1,837	2.52	1.21	−0.31	−1.20
PI4: I prefer SMAs and follow such adverts as I can access to my SNS account more easily with my own convenience	1,837	3.51	1.28	−0.38	−1.16
PI5: I can inquire about my preferred product through SNS-based adverts as I can comment, ask questions, answer and like such adverts	1,837	3.47	1.27	−0.29	1.26
PC1: I believe in SNS-based advertisements	1,837	3.88	1.04	−0.78	−0.55
PC2: SMAs are more credible sources than other adverts as I can directly contact the advertiser once I am connected to the advertiser’s SM page	1,837	3.94	1.13	−0.88	−0.69
PC3: SMAs are gaining the credibility of the audiences	1,837	3.88	1.09	−0.87	−0.55
PC4: I usually recommend my friends and colleagues to follow their intended brands’ SMAs as the credible sources of information	1,837	3.81	1.05	−0.76	−0.59
CBC1: I consider myself as a fashion brand-conscious customer	1,837	2.99	1.10	−0.33	−0.13
CBC2: Fashion brand-conscious customers usually follow SMAs	1,837	2.61	2.11	−0.31	−0.71
CBC3: SMAs are particularly suitable for brand-conscious customers for getting pertinent information about new product features and offers	1,837	3.37	1.23	−0.77	−0.99
CBC4: Advertisers should devise their SMA strategies to retain existing customers and attract new ones	1,837	4.01	2.11	−0.87	−0.11
CPI1: SMAs are relevant, informative and credible source for fashion oriented products	1,837	3.81	1.07	−0.76	−0.46
CPI2: I expect that fashion-conscious people will make their purchase decisions based on SMAs	1,837	3.91	1.09	−0.81	−0.39
CPI3: Buyers trust SMAs as fast and convenient sources of information and make their buying decisions based on the quality and timeliness of product oriented information	1,837	3.88	0.10	−0.93	0.45
CPI4: It is easy to make purchase decisions based on SMAs as the tentative buyers can see the reviews and comments made by other buyers who previously bought the same product	1,837	3.12	0.79	−0.59	0.41
CPI5: I follow SMAs and purchase products based on such adverts	1,837	3.04	0.80	−0.44	−0.29

Source(s): SPSS 24

[ViewLarge]