Hello everyone!
I'm writing my master thesis on the acceptance of retail technologies (TAM).
One researchquestion addresses whether past customer experience has a moderating influence on the relationship between usage intentions and patronage intentions (see image 1). My sample size is n= 303.
When I run the moderation analysis with Hayes model 1, I get a significant moderation effect with p
This is called an interaction plot so they're interacting..Best wishes, David Booth PS YOU MAY wish to google moderation/mediation.
Dear @Linda you've not mentioned whether your moderator is binary (yes/no), categorical or ordinal (on Likert Scale) variable. Because interpretation would differ for either of them. Moreover, you've not even mentioned whether your used percentile or SD as the level of interaction. These things are making it a little difficult to interpret two way interaction effect. However, from the graph, it seems that your Moderator of categorical and the influence of independent variable on dependent variable is varying at low (-1.24) and high (1.24) experience and indicates that experience is positively enhancing the IV>>>DV relationship (red line is steeper because of higher level of experience).
Imran Anwar Dear Imran
Thank you so much for your answer! My moderator is based on a 7-point Likert scale and I used SD as the level of interaction. So is it correct to say that if IU is low/high, the positive customer experience (red line) positively enhances the IV->DV relationship? Or is there a difference below and above the point where all lines are crossing?
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