Table 5 Multiple comparisons of...

Table 5

Multiple comparisons of conflicting eWOM and effects on perceived value

(I) Group	(J) Group	Mean difference (I-J)	Std. error	Sig	95% confidence interval
(I) Group	(J) Group	Mean difference (I-J)	Std. error	Sig	Lower bound	Upper bound
1 (M = 6.139)	2	2.120^*	0.205	0.000	1.568	2.672
STSM-Positive	3	0.041	0.100	0.999	−0.225	0.307
WTSM-Positive	4	2.185^*	0.213	0.000	1.612	2.758
2 (M = 4.019)	1	−2.120^*	0.205	0.000	−2.672	−1.568
STSM-Positive	3	−2.079^*	0.213	0.000	−2.649	−1.508
WTSM-Negative	4	0.065	0.284	1.000	−0.691	0.822
3 (M = 6.097)	1	−0.041	0.100	0.999	−0.307	0.225
STSM-Negative	2	2.079^*	0.213	0.000	1.508	2.649
WTSM-Negative	4	2.144^*	0.220	0.000	1.553	2.735
4 (M = 3.953)	1	−2.185^*	0.213	0.000	−2.758	−1.612
STSM-Negative	2	−0.065	0.284	1.000	−0.822	0.691
WTSM-Positive	3	−2.144^*	0.220	0.000	−2.735	−1.553

(I) Group	(J) Group	Mean difference (I-J)	Std. error	Sig	95% confidence interval
(I) Group	(J) Group	Mean difference (I-J)	Std. error	Sig	Lower bound	Upper bound
1 (M = 6.139)	2	2.120^*	0.205	0.000	1.568	2.672
STSM-Positive	3	0.041	0.100	0.999	−0.225	0.307
WTSM-Positive	4	2.185^*	0.213	0.000	1.612	2.758
2 (M = 4.019)	1	−2.120^*	0.205	0.000	−2.672	−1.568
STSM-Positive	3	−2.079^*	0.213	0.000	−2.649	−1.508
WTSM-Negative	4	0.065	0.284	1.000	−0.691	0.822
3 (M = 6.097)	1	−0.041	0.100	0.999	−0.307	0.225
STSM-Negative	2	2.079^*	0.213	0.000	1.508	2.649
WTSM-Negative	4	2.144^*	0.220	0.000	1.553	2.735
4 (M = 3.953)	1	−2.185^*	0.213	0.000	−2.758	−1.612
STSM-Negative	2	−0.065	0.284	1.000	−0.822	0.691
WTSM-Positive	3	−2.144^*	0.220	0.000	−2.735	−1.553

Note(s): * The mean difference is significant at the 0.05 level

STSM-Positive, STSM-Negative, WTSM-Positive, and WTSM-Negative denote positive and negative eWOM in strong-tie (ST) and weak-tie (WT) social media (SM), respectively

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