Table 9 shows the results of a one-way ANOVA test analyzing the differences in engagement on social

media and online selling content based on the respondents' cellphone usage. The table provides both
the test statistic (F-value) and the p-value for each variable and overall.

First variable is “Usage of Social Media”, it has F-value of 0.496 which suggests that the variability in
social media usage between different levels of cellphone usage is very low compared to the variability
within each group. This low F-value, coupled with the high p-value (0.739) which is much higher
than the significance level of 0.05. This is indicating that there is no statistically significant
relationship or difference in the usage of social media based on the cellphone usage among the
respondents. Although there is no significant relationship between the two, related study by
Alhabash and Ma (2017) explores the factors influencing social media usage and finds that the type
of device used significantly affects how users interact with social media platforms. It suggests that
smartphone users tend to use social media more frequently due to the accessibility and convenience
provided by mobile devices.

Second variable is “Frequent Appearance of Online Selling Content”, it has F value of 3.392 which is
relatively higher, indicating that there is a noticeable variance between the different levels of
cellphone usage in terms of how often online selling content appears. The corresponding p-value
(0.014) is less than 0.05, suggesting that this difference is statistically significant. This means that
cellphone usage significantly affects the frequency of online selling content appearing in social media
feeds. This supported by the research conducted by Lee and Watkins (2016) that they examine the
role of mobile devices in e-commerce and online advertising. It concludes that the frequency of online
selling content appearing in users' feeds is higher for mobile users due to targeted advertising
algorithms that leverage user data from mobile usage.

Third variable is “Time spent on Social Media”, it has F-value of 0.191 indicates very low variability
between the groups compared to within the groups. The low F-value suggests that the differences
between group means are minimal and not statistically significant. The high p-value (0.942) which
is higher than 0.05 further supports that there is no statistically significant difference o relationship
in the time spent on social media based on cellphone usage. Even there is no substantial relationship
between the two, there are study that investigates the relationship between mobile phone usage and
time spent on social media. Based on the study, it was found that mobile phone usage is positively
correlated with increased time spent on social media due to the constant connectivity and ease of
access provided by mobile phones. (Lepp et al., 2015)

Overall, the three variable has F-value of 1.148. It suggests a small amount of variability between
groups. This low F-value indicates that the differences in means among the groups are minimal and
not statistically significant. With a p-value of 0.334 which is higher than 0.05, it is suggested that
there is no significant relationship in overall engagement based on cellphone usage. Related study by
Khan, Swar, and Lee (2014) investigates the effects of mobile phone usage on social networking
engagement and concludes that while mobile phones provide convenient access, the quality and
depth of engagement depend on the user's purpose and behavior rather than the device itself.
Reference: Alhabash, S., & Ma, M. (2017). A tale of four platforms: Motivations and uses of Facebook,
Twitter, Instagram, and Snapchat among college students? Social Media + Society, 3(1), 1-13.
doi:10.1177/2056305117691544

Reference: Lee, J. E., & Watkins, B. (2016). YouTube vloggers' influence on consumer luxury brand
perceptions and intentions. Journal of Business Research, 69(12), 5753-5760. doi:
10.1016/j.jbusres.2016.04.171

Reference: Lepp, A., Barkley, J. E., & Karpinski, A. C. (2015). The relationship between cell phone use
and academic performance in a sample of U.S. college students. SAGE Open, 5(1), 1-9.
doi:10.1177/2158244015573169

Reference: Khan, S., Swar, B., & Lee, S. K. (2014). Social media risks and benefits: A public sector
study. Social Science Computer Review, 32(5), 606-627. doi:10.1177/0894439314524701
Table 10 presents the results of a one-way ANOVA test analyzing the relationship in customer
purchasing behavior based on the age of the respondents.

In this table, it has F-value of 1.951 which shows that there is some variance between the means of
the different age groups, but this variance is not large enough to be considered statistically
significant. This further reinforces that age does not have a substantial impact on purchasing
behavior in this sample. The p-value of 0.150 which is although close to 0.05, it is still higher which
indicates that there is no statistically significant relationship or difference in customer purchasing
behavior across different age groups. This means that variations in purchasing behavior cannot be
attributed to the respondents' age based on the data analyzed. It is supported of research conducted
by Hyllegard et al. (2009) examined the influence of age on consumer purchasing behavior and
found that while age can affect preferences and brand loyalty, it does not necessarily predict
purchasing behavior patterns. Other factors such as lifestyle and personal values often play a more
significant role. Another related study is by Eastman and Liu (2012), which they explored the
impact of demographic factors, including age, on consumer behavior and concluded that age alone is
not a strong predictor of purchasing behavior. Instead, factors like income, education, and technology
adoption were found to have more significant effects.

Reference: Eastman, J. K., & Liu, J. (2012). The impact of generational cohorts on status consumption:
an exploratory look at generational cohort and demographics on status consumption. Journal of
Consumer Marketing, 29(2), 93-102. doi:10.1108/07363761211206348

Reference: Hyllegard, K. H., Eckman, M., Descals, A. M., & Borja, M. A. (2009). Spanish consumers'
perceptions of US apparel specialty retailers' products and services. Journal of Consumer Marketing,
26(6), 392-402. doi:10.1108/07363760910988292