UK

Malaysia

Male (%)

Female (%)

Male (%)

Female (%)

Product

N = 42

N = 58

N = 39

N = 97

Food

11 (26.2)

13 (22.4)

21 (53.8)

18 (18.6)

Health

8 (17.0)

25 (43.1)

10 (25.6)

52 (53.6)

Electronic

6 (14.3)

2 (3.4)

2 (5.1)

5 (5.2)

Services

10 (23.8)

2 (3.4)

1 (12.6)

3 (3.1)

Househd

2 (4.8)

7 (12.1)

4 (10.3)

11 (11.3)

Other

5 (11.9)

9 (15.5)

1 (2.6)

8 (8.2)

(Χ²)_UK = 18.08, df = 5, p < 0.005 (Χ²)_Malaysia = 18.27, df = 5, p < 0.005

Credibility

N = 38 (100)

N = 52 (100)

N = 39

N = 95

Authority

12 (31.6)

5 (9.6)

15 (38.5)

17 (17.9)

User

26 (68.4)

47 (90.4)

24 (61.5)

78 (82.1)

(Χ²)_UK = 6.91, df = 1, p < 0.01 (Χ²)_Malaysia = 6.43, df = 1, p < 0.01

Role

N = 38 (100)

N = 56 (100)

N = 37

N = 93

Professional

17 (44.7)

6 (10.7)

16 (43.2)

14 (15.1)

Non-professional

21 (55.3)

50 (89.3)

21 (56.8)

79 (85.0)

(Χ²)_UK = 14.18, df = 1, p < 0.001 (Χ²)_Malaysia = 11.85, df = 1, p = 0.001

Location

N = 42

N = 58

N = 36

N = 97

Home

8 (19.0)

23 (39.7)

10 (27.8)

45 (46.4)

Outside

23 (54.8)

21 (36.2)

23 (63.9)

39 (40.2)

Non-Spec

11 (26.2)

14 (24.1)

3 (8.3)

13 (13.4)

(Χ²)_UK = 5.28, df = 2, p > 0.05 (Χ²)_Malaysia = 5.92, df = 2, p = 0.052

Arguments

N = 42

N = 56

N = 39

N = 96

Facts

8 (19.0)

23 (39.7)

9 (23.1)

29 (30.2)

Opinions

27 (64.3)

23 (39.7)

24 (61.5)

59 (61.5)

None used

7 (16.7)

10 (17.2)

6 (15.4)

8 (8.3)

(Χ²)_UK = 6.24, df = 2, p < 0.05 (Χ²)_Malaysia = 1.83, df = 2, p > 0.05

Rewards

N = 39

N = 51

N = 34

N = 96

Practical

8 (20.5)

7 (13.7)

1 (2.9)

9 (9.4)

Self-impr

7 (17.9)

22 (43.1)

11 (32.4)

47 (49.0)

Pleasure

16 (41.0)

15 (29.4)

12 (35.3)

17 (17.7)