Research Article
A Web-Based Tool for Product Ideas Screening and Lifestyle Analysis
Table 8
Tests of hypotheses for life style groups in design proposal 2 evaluation (
axis = attractiveness;
axis = culturally creative).
| | Items of tests | Research hypotheses | value | Test result |
| | Total test | H1: the model is significant | .0001* | Significant |
| | Marginal test of axis | H1: the model of different attractiveness evaluations is significant. | <.0001* | Significant | | Pairwise comparison of axis | H1: there exist significant differences in attractiveness evaluation between every two life style groups. | | See Table 9 | | Contrast test of axis | H1: there exist significant differences in attractiveness evaluation among life style groups. | <.0001* | Significant |
| | Marginal test of axis | H1: the model of different cultural creativity evaluations is significant. | .0003* | Significant | | Pair-wise comparison of axis | H1: there exist significant differences in cultural creativity evaluation between every two life style groups. | | See Table 9 | | Contrast test of axis | H1: there exist significant differences in cultural creativity evaluation among life style groups. | <.0001* | Significant |
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