if our independent variables are atmospheric variables such as music,color,lighting,temperature of retail store and dependent variable is purchase intention.how we can find impact of moderating variables such as age on purchase intention
Hello Mazhar. If dependent variable (purchase intention) is dichotomous (responses are binary such as buy - 1, not buy - 0) you can use logistic or probit regression, which provide similar results. Independent variables (predictors) can be either continuous or categorical.
Dear Goran Avlijas
dependent and independent variables are metric (likert scale)
Dear Mmazhar,
It is possible to convert likert scale into categorical for ANOVA. Considering that the likert scale is a 5-point scale where each point is considered unique and distinct you can be able to comfortably analyse variance and interprete the results without error.
Thanks Dr.Shem Wambugu.Could you provide any citation as a support to be mentioned in research paper.
A moderator in its purest form is unrelated to either the IVs or DVs. Its influences the relationship between IVs and DVs by changing the shape or size of the relationship between them. Moderators can be dichotomous or polychotomous or continuous. Special varieties of moderators can be related to IVs or DVs. See Sharma et al. Journal of Marketing Research , Vol. 18, August 1981, 291-300 and Stone, E.F., Research in Personnel and Human Resources Management, Vol. 6, Pg. 191-229. Various statistical techniques can be used depending on the nature of the data to reveal moderating effects.
By calculating the statistical differences for the effect of independent variables on dependent variables due to moderate variables
You can use Baron and Kenny (1986) in Journal of Personality and Social Psychology
http://www.public.asu.edu/~davidpm/classes/psy536/Baron.pdf
Good Luck for your research
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