01 January 2020 3 6K Report

Hi! I am doing a quantitative study on the impact of aspects of online reviews on purchase intention. I have conducted a survey, which resulted in a valid sample of 180. This measured 4 concepts as independent variables (predictors), and 1 dependent variable (purchase intention), all using validated measures and a 5-point Likert scale for all questions.

I have calculated both the Pearson's correlation coefficient and the standardized beta coefficient using a multiple regression analysis. They are similar, but give a slightly different ranking for the 4 predictors.

Can someone tell me why they result in different rankings, and perhaps which analysis to use primarily (or even to remove one)? I currently do not know if SCRAVG or VALAVG has more impact on PURAVG.

The goal of the study is to identify which aspect is most important for reviews in order to have a high purchase intention.

Thank you!

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