REGRESSION

/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Haveyoueverbeeninfluencedbyacelebritysadvertisingcampaign
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression
Notes

Output Created 17-MAR-2024 09:14:31

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.02

Elapsed Time 00:00:00.15
2708 bytes
Page 1
 Notes

Memory Required 2708 bytes

216 bytes

[DataSet3]

Variables Entered/Removeda

Model Method
1 . Enter
b

a.
b.

Model Summaryb

Model R R Square
1 .429a .184 .136 2.771 1.769

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 117.884 4 29.471 3.837 .007b
Residual 522.280 68 7.681
Total 640.164 72

a.
b.

Page 2
 Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 7.708 1.312 5.876 .000
Gender -1.670 .565 -.338 -2.956 .004 .917 1.091
Age .878 .688 .167 1.277 .206 .702 1.425
Job -.760 .446 -.205 -1.702 .093 .830 1.205
Place -.241 .569 -.054 -.424 .673 .740 1.351

Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Page 3
 Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 1.69 6.79 5.53 1.280 73
Residual -5.552 6.546 .000 2.693 73
Std. Predicted Value -3.005 .984 .000 1.000 73
Std. Residual -2.003 2.362 .000 .972 73

a.

Charts

Scatterplot
Dependent Variable: Have you ever been influenced by a celebrity's advertising
campaign?
R2 Linear = 0
3
Regression Standardized Residual

-1

-2

-3

-4 -3 -2 -1 0 1

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)

Page 4
 /NOORIGIN
/DEPENDENT Haveyoufollowedanyadvertisingcampaignsrecentlycarriedoutbycelebr
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression
Notes

Output Created 17-MAR-2024 09:15:40

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.06

Elapsed Time 00:00:00.09
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 5
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.

b.

Model Summaryb

Model R R Square
1 .335a .112 .060 2.505 1.483

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 53.752 4 13.438 2.142 .085b
Residual 426.577 68 6.273
Total 480.329 72

a.

b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 7.054 1.185 5.951 .000
Gender -.973 .511 -.227 -1.905 .061 .917 1.091
Age .968 .622 .212 1.557 .124 .702 1.425
Job -.447 .403 -.139 -1.108 .272 .830 1.205
Place -.698 .514 -.181 -1.359 .179 .740 1.351

Page 6
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 3.60 6.87 5.90 .864 73
Residual -5.174 5.442 .000 2.434 73
Std. Predicted Value -2.661 1.121 .000 1.000 73
Std. Residual -2.066 2.173 .000 .972 73

a.

Page 7
Charts

Scatterplot
Dependent Variable: Have you followed any advertising campaigns recently
carried out by celebrities in Vietnam? (For example: product advertising, social
campaigns...)
R2 Linear = 0
3
Regression Standardized Residual

-1

-2

-3

-3 -2 -1 0 1 2

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Doyoutrustthecredibilityofcelebritieswhentheyendorseaproductorse
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 8
 Notes

Output Created 17-MAR-2024 09:16:26

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.03

Elapsed Time 00:00:00.11
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 9
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.
b.

Model Summaryb

Model R R Square
1 .320a .102 .049 2.237 1.599

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 38.696 4 9.674 1.933 .115b
Residual 340.318 68 5.005
Total 379.014 72

a.
b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 5.565 1.059 5.255 .000
Gender -.758 .456 -.199 -1.661 .101 .917 1.091
Age 1.114 .555 .275 2.006 .049 .702 1.425
Job -.390 .360 -.137 -1.084 .282 .830 1.205
Place -.486 .459 -.141 -1.059 .293 .740 1.351

Page 10
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 3.90 6.16 5.37 .733 73
Residual -5.159 4.598 .000 2.174 73
Std. Predicted Value -2.009 1.077 .000 1.000 73
Std. Residual -2.306 2.056 .000 .972 73

a.

Page 11
Charts

Scatterplot
Dependent Variable: Do you trust the credibility of celebrities when they endorse
a product or service?
R2 Linear = 0
3
Regression Standardized Residual

-1

-2

-3

-2 -1 0 1

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Howdoyoufeelcelebritiesinfluenceyourshoppingdecisions
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 12
 Notes

Output Created 17-MAR-2024 09:16:59

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.05

Elapsed Time 00:00:00.09
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 13
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.
b.

Model Summaryb

Model R R Square
1 .328a .107 .055 2.685 2.057

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 58.971 4 14.743 2.045 .098b
Residual 490.152 68 7.208
Total 549.123 72

a.
b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 7.560 1.271 5.949 .000
Gender -1.312 .547 -.287 -2.397 .019 .917 1.091
Age .607 .667 .125 .911 .366 .702 1.425
Job -.350 .432 -.102 -.808 .422 .830 1.205
Place -.292 .551 -.071 -.531 .597 .740 1.351

Page 14
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 3.43 6.82 5.89 .905 73
Residual -5.820 5.804 .000 2.609 73
Std. Predicted Value -2.722 1.027 .000 1.000 73
Std. Residual -2.168 2.162 .000 .972 73

a.

Charts

Page 15
 Scatterplot
Dependent Variable: How do you feel celebrities influence your shopping
decisions?
R2 Linear = 2.220E-16
3
Regression Standardized Residual

-1

-2

-3

-3 -2 -1 0 1 2

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Doyoufindaproductorservicemoreappealingifacelebritytalksaboutit
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 16
 Notes

Output Created 17-MAR-2024 09:18:31

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.05

Elapsed Time 00:00:00.09
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 17
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.
b.

Model Summaryb

Model R R Square
1 .320a .103 .050 2.660 1.935

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 54.963 4 13.741 1.942 .113b
Residual 481.120 68 7.075
Total 536.082 72

a.
b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 8.465 1.259 6.724 .000
Gender -1.069 .542 -.237 -1.972 .053 .917 1.091
Age .596 .660 .124 .902 .370 .702 1.425
Job -.222 .428 -.065 -.517 .607 .830 1.205
Place -.865 .546 -.212 -1.586 .117 .740 1.351

Page 18
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 3.78 7.50 6.55 .874 73
Residual -6.501 4.347 .000 2.585 73
Std. Predicted Value -3.163 1.091 .000 1.000 73
Std. Residual -2.444 1.634 .000 .972 73

a.

Charts

Page 19
 Scatterplot
Dependent Variable: Do you find a product or service more appealing if a
celebrity talks about it?
R2 Linear = 0
2
Regression Standardized Residual

-1

-2

-3

-4 -3 -2 -1 0 1 2

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Doyoufindyourselfresearchingaproductservicethoroughlybeforepurch
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 20
 Notes

Output Created 17-MAR-2024 09:20:10

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.05

Elapsed Time 00:00:00.09
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 21
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.

b.

Model Summaryb

Model R R Square
1 .351a .123 .072 2.394 1.890

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 54.799 4 13.700 2.391 .059b
Residual 389.694 68 5.731
Total 444.493 72

a.

b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 9.728 1.133 8.586 .000
Gender .136 .488 .033 .279 .781 .917 1.091
Age -.279 .594 -.064 -.469 .641 .702 1.425
Job -.927 .386 -.300 -2.404 .019 .830 1.205
Place -.286 .491 -.077 -.581 .563 .740 1.351

Page 22
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 3.53 8.51 7.78 .872 73
Residual -6.809 5.174 .000 2.326 73
Std. Predicted Value -4.872 .835 .000 1.000 73
Std. Residual -2.844 2.161 .000 .972 73

a.

Page 23
Charts

Scatterplot
Dependent Variable: Do you find yourself researching a product/service
thoroughly before purchasing, even if it is advertised by a celebrity?
R2 Linear = 0
3
Regression Standardized Residual

-1

-2

-3

-5 -4 -3 -2 -1 0 1

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Doyouthinkthatcelebritiesadvertisingproductsservicescreatesunnec
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 24
 Notes

Output Created 17-MAR-2024 09:20:42

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.08

Elapsed Time 00:00:00.10
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 25
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.

b.

Model Summaryb

Model R R Square
1 .448a .200 .153 2.487 2.040

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 105.366 4 26.342 4.260 .004b
Residual 420.469 68 6.183
Total 525.836 72

a.

b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 9.834 1.177 8.356 .000
Gender .064 .507 .014 .126 .900 .917 1.091
Age -.794 .617 -.167 -1.287 .203 .702 1.425
Job -1.011 .401 -.300 -2.524 .014 .830 1.205
Place -.486 .510 -.120 -.953 .344 .740 1.351

Page 26
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value .33 7.67 6.42 1.210 73
Residual -5.876 3.674 .000 2.417 73
Std. Predicted Value -5.034 1.030 .000 1.000 73
Std. Residual -2.363 1.478 .000 .972 73

a.

Page 27
Charts

Scatterplot
Dependent Variable: Do you think that celebrities advertising products/services
creates unnecessary consumer pressure for young people?
R2 Linear = -2.220E-16
2
Regression Standardized Residual

-0.5

-1

-2

-3

-6 -4 -2 0 2

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Doyoutendtobuyproductsadvertisedbycelebritiesbecauseyoufeelliket
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 28
 Notes

Output Created 17-MAR-2024 09:21:43

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.03

Elapsed Time 00:00:00.08
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 29
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.

b.

Model Summaryb

Model R R Square
1 .350a .123 .071 2.761 1.897

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 72.506 4 18.127 2.378 .060b
Residual 518.371 68 7.623
Total 590.877 72

a.

b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 5.962 1.307 4.562 .000
Gender -.915 .563 -.193 -1.625 .109 .917 1.091
Age 1.298 .685 .257 1.894 .062 .702 1.425
Job -.566 .445 -.159 -1.272 .208 .830 1.205
Place -1.003 .566 -.234 -1.770 .081 .740 1.351

Page 30
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.41 6.08 4.96 1.004 73
Residual -5.076 6.226 .000 2.683 73
Std. Predicted Value -2.542 1.113 .000 1.000 73
Std. Residual -1.838 2.255 .000 .972 73

a.

Page 31
Charts

Scatterplot
Dependent Variable: Do you tend to buy products advertised by celebrities
because you feel like they will use the product?
R2 Linear = -2.220E-16
3
Regression Standardized Residual

-1

-2

-3 -2 -1 0 1 2

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Doyoucontinuetouseitwhenthebrandambassadoroftheproductyouareusin
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 32
 Notes

Output Created 17-MAR-2024 09:22:14

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.08

Elapsed Time 00:00:00.13
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 33
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.

b.

Model Summaryb

Model R R Square
1 .267a .072 .017 2.768 1.783

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 40.134 4 10.033 1.310 .275b
Residual 520.853 68 7.660
Total 560.986 72

a.

b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 7.285 1.310 5.562 .000
Gender .263 .564 .057 .466 .643 .917 1.091
Age -.138 .687 -.028 -.201 .841 .702 1.425
Job -.877 .446 -.252 -1.968 .053 .830 1.205
Place -.169 .568 -.040 -.298 .767 .740 1.351

Page 34
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 2.63 6.75 6.01 .747 73
Residual -5.488 4.251 .000 2.690 73
Std. Predicted Value -4.537 .988 .000 1.000 73
Std. Residual -1.983 1.536 .000 .972 73

a.

Page 35
Charts

Scatterplot
Dependent Variable: Do you continue to use it when the brand ambassador of
the product you are using faces a scandal?
R2 Linear = 0
2
Regression Standardized Residual

-1

-2

-5 -4 -3 -2 -1 0 1

Regression Standardized Predicted Value

REGRESSION
/MISSING LISTWISE
/STATISTICS COEFF OUTS R ANOVA COLLIN TOL
/CRITERIA=PIN(.05) POUT(.10)
/NOORIGIN
/DEPENDENT Whatisthelevelofprestigeandreliabilityofadvertisingmessagesconve
/METHOD=ENTER Gender Age Job Place
/SCATTERPLOT=(*ZRESID ,*ZPRED)
/RESIDUALS DURBIN.

Regression

Page 36
 Notes

Output Created 17-MAR-2024 09:22:47

Comments
Input Active Dataset DataSet3
Filter <none>
Weight <none>
Split File <none>
74

Missing Value Handling Definition of Missing

Cases Used

Syntax

Resources Processor Time 00:00:00.05

Elapsed Time 00:00:00.11
Memory Required 2708 bytes
216 bytes

[DataSet3]

Page 37
 Variables Entered/Removeda

Model Method
1 . Enter
b

a.

b.

Model Summaryb

Model R R Square
1 .364a .133 .082 1.821 1.713

a.
b.

ANOVAa

Model df Mean Square F Sig.

1 Regression 34.472 4 8.618 2.598 .044b
Residual 225.583 68 3.317
Total 260.055 72

a.

b.

Coefficientsa

Unstandardized Coefficients
Model B Std. Error Beta t Sig. Tolerance
1 (Constant) 7.347 .862 8.522 .000
Gender -.137 .371 -.043 -.368 .714 .917 1.091
Age .468 .452 .140 1.036 .304 .702 1.425
Job -.635 .293 -.268 -2.163 .034 .830 1.205
Place -.689 .374 -.242 -1.844 .070 .740 1.351

Page 38
 Coefficientsa

...
Model VIF
1 (Constant)
Gender 1.091
Age 1.425
Job 1.205
Place 1.351

a.

Collinearity Diagnosticsa

Variance Proportions
Model Dimension Eigenvalue (Constant) Gender Age Job
1 1 4.546 1.000 .00 .01 .00 .01 .01
2 .186 4.946 .01 .01 .01 .78 .20
3 .158 5.367 .03 .37 .00 .19 .31
4 .074 7.841 .20 .54 .19 .00 .41
5 .036 11.211 .76 .08 .80 .02 .07

Collinearity Diagnosticsa

...
Model Dimension Place
1 1 .01
2 .20
3 .31
4 .41
5 .07

a.

Residuals Statisticsa

Minimum Maximum Mean Std. Deviation N

Predicted Value 3.57 6.82 6.26 .692 73
Residual -3.583 4.577 .000 1.770 73
Std. Predicted Value -3.889 .813 .000 1.000 73
Std. Residual -1.967 2.513 .000 .972 73

a.

Page 39
Charts

Scatterplot
Dependent Variable: What is the level of prestige and reliability of advertising
messages conveyed by celebrities that you feel (On a scale of 10)?
R2 Linear = 0
3
Regression Standardized Residual

-1

-2

-4 -3 -2 -1 0 1

Regression Standardized Predicted Value

Page 40