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 |