46 Role of retailer interest in shopping behavior. Retailinterest is defined by marketers as the level of
Question:
46 Role of retailer interest in shopping behavior. Retailinterest is defined by marketers as the level of interest a consumer has in a given retail store. Marketing professors at the University of Tennessee at Chattanooga and the University of Alabama investigated the role of retailer interest in consumers’ shopping behavior ( Journal of Retailing , Summer 2006). Using survey data collected on n = 375 consumers, the professors developed an interaction model for y = willingness of the consumer to shop at a retailer’s store in the future (called “repatronage intentions”)
as a function of x1 = consumer satisfaction and x2 = retailer interest. The regression results are shown below.
a. Is the overall model statistically useful in predicting y ?
Test, using a = .05.
b. Conduct a test for interaction at a = .05.
c. Use the b@estimates to sketch the estimated relationship between repatronage intentions ( y ) and satisfaction (x1) when retailer interest is x2 = 1 (a low value).
d. Repeat part c for the case when retailer interest is x2 = 7 (a high value).
e. Put the two lines you sketched in parts c and d on the same graph to illustrate the nature of the interaction.
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