Dependent Variable

Independent Variable

Type III

sum of squares

df

Mean Square

F

Sig

Purchase intention

Promotion way

0.30

1

0.30

0.34

0.56

Product complementarity

8.87

1

8.87

10.21

0.00

promotion way × Product complementarity

14.26

1

14.26

16.41

0.00

Perceived promotional

benefit

Promotion way

0.85

1

0.85

0.92

0.34

Product complementarity

11.32

1

11.32

12.35

0.00

promotion way × Product complementarity

3.82

1

3.82

4.17

0.04

Perceived promotional risk

Promotion way

9.04

1

9.04

9.59

0.00

Product complementarity

0.41

1

0.41

0.44

0.51

promotion way × Product complementarity

2.50

1

2.50

2.65

0.11