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Looking at the multivariate test statistics, Wilks' Lambda (p = 0.04) meets the criteria of significance (0.05). This is in support of the alternate hypothesis that there are gender differences with respect to perception of ambient factors. The subsequent uni-variate statistics reveal that these differences are mainly due to all the irritations (all items) representing ambient factors. Looking at the means scores, it can be concluded that females are more irritated by ambient factors than men.
Design factors
Table 2 below summarises the mean values of the different groups as well as the results of the MANOVA. TABLE 2: MEAN VALUES AND MANOVA RESULTS FOR GENDER GROUPS AND DESIGN FACTORS
DESIGN
GENDER Male
Female
UNIVARIATE ANALYSIS
WILKS' Lambda
Unable to find
what one needs
2.73 2.80
0.67
Arrangement of store items has been
changed
3.73 3.92
0.18
2.89 3.11
0.18
Store is too small
Directions within the store are inadequate
2.64 3.07
0.01 No
mirror in the
dressing room
3.58 3.90
0.01 Finding
your way in a large shopping centre
3.26 3.54
0.05 1.90 0.08
Looking at the multivariate test statistics, Wilks' Lambda (p = 0.08) does not meet the criteria of significance (0.05). The null hypothesis can therefore not be rejected in favour of the alternate hypothesis. There is therefore no significant difference between males' and females' perceptions of irritation due to design factors. It is however interesting to note that despite the rejection of the model, subsequent uni-variate statistics reveal that there are gender differences with regards to “directions within the store are not adequate”, “no mirror in the dressing room” and “finding your way in a large shopping centre”, where females were more irritated than men by these irritations.
Social factors
Table 3 below summarises the mean values of the different groups as well as the results of the MANOVA. TABLE 3: MEAN VALUES AND MANOVA RESULTS FOR GENDER GROUPS AND SOCIAL FACTORS Sales
SOCIAL Crowding
Unsettled children around
GENDER Male
Female
UNIVARIATE ANALYSIS
WILKS' Lambda
Being deceived by sales personnel
Indifferenc e of sales personnel
Pressurise d into buying
something
Negative attitude of sales
personnel
personnel not
listening to clients needs
Unavail- ability of sales
personnel F- Value P- value F- Value P- value
3.55 4.38
0.00
2.71 3.15
0.00
3.72 4.11
0.01
3.33 3.41
0.66
4.31 4.25
0.61
3.67 3.78
0.42
3.63 3.79
0.22
4.29 4.57
0.01 5.39 0.00
A STUDENT PERSPECTIVE ON IRRITATION: ASPECTS IN THE SHOPPING ENVIRONMENT 364