Tests of equality of group means for websites
| Digital marketing communication characteristics (DMCC) | Wilks' lambda | F | df1 | df2 | Sig |
|---|---|---|---|---|---|
| Informative (I) | 0.983 | 5.127 | 1 | 600 | 0.018 |
| Quick (Q) | 0.992 | 4.301 | 1 | 600 | 0.050 |
| Interactive (Int) | 0.989 | 4.328 | 1 | 600 | 0.038 |
| Relevant (R) | 0.990 | 4.338 | 1 | 600 | 0.041 |
| Easy to Use (ETU) | 0.908 | 7.013 | 1 | 600 | 0.006 |
| Availability of Expert Advice (EA) | 0.987 | 4.959 | 1 | 600 | 0.028 |
| Easy Comparison (EC) | 0.986 | 5.582 | 1 | 600 | 0.025 |
| Availability of Customer Reviews (ACR) | 0.988 | 4.773 | 1 | 600 | 0.030 |
| Compatibility (C) | 0.980 | 7.487 | 1 | 600 | 0.010 |
| Digital marketing communication characteristics (DMCC) | Wilks' lambda | df1 | df2 | Sig | |
|---|---|---|---|---|---|
| Informative (I) | 0.983 | 5.127 | 1 | 600 | 0.018 |
| Quick (Q) | 0.992 | 4.301 | 1 | 600 | 0.050 |
| Interactive (Int) | 0.989 | 4.328 | 1 | 600 | 0.038 |
| Relevant (R) | 0.990 | 4.338 | 1 | 600 | 0.041 |
| Easy to Use (ETU) | 0.908 | 7.013 | 1 | 600 | 0.006 |
| Availability of Expert Advice (EA) | 0.987 | 4.959 | 1 | 600 | 0.028 |
| Easy Comparison (EC) | 0.986 | 5.582 | 1 | 600 | 0.025 |
| Availability of Customer Reviews (ACR) | 0.988 | 4.773 | 1 | 600 | 0.030 |
| Compatibility (C) | 0.980 | 7.487 | 1 | 600 | 0.010 |
Source(s): Author's analysis