I hope someone can help me further. I am researching if product labeling information influences consumer buying behaviour. My independent variables are authenticity and transparency (within product labeling), my dependent variable is consumer buying behaviour and my mediator variable is consumer scepticism. Below are my hypotheses. Which research design do you recommend? I am very lost at the moment. Hope someone can help.
H1: Consumer scepticism has a significant impact on
the buying behaviour of young sport nutrition consumers.
H2: Authenticity has a significant impact on the buying
the behaviour of young sport nutrition consumers.
H3: Transparency has a significant impact on the buying
the behaviour of young sport nutrition consumers.
H4: Authenticity has a significant impact on consumer scepticism.
H5: Transparency has a significant impact on consumer scepticism.
H6: Consumer scepticism mediates the
relationship between authenticity and buying behaviour.
H7: Consumer scepticism mediates the
relationship between transparency and buying behaviour.
Kind regards,
Robert Schouten
Actually, this seems to be a mediation analysis, not moderation. You can analyze it as a path model using a series of regressions, or you can use the Process Macro in SPSS.
In order to fully understand the direction of causality, I want to conduct an experimental study in which participants are randomly assigned to a treatment (survey with mandatory labelling content that includes transparency and authenticity to test their buying behaviour) and include a control group (survey with mandatory labelling factors excluding transparency and authenticity to test their buying behaviour). This is my first research project and I have no clue how to approach this. E.g. what kind of research design and analysis. Any thoughts on this?
Beste Robert,
Indeed your predictions are mediating (H6 and H7), not moderating. This makes structural equation modeling (SEM) all the more appropriate.
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