Data of 3 RRP Studies

Published: 20 February 2025| Version 1 | DOI: 10.17632/67g2czmytn.1
Contributor:

Description

The dataset was collected via a randomized grouping experiment on the Credamo platform in China, aimed at testing the research hypotheses presented in this study. In line with the research questions, three online scenario experiments were conducted, resulting in three datasets: “study1 data,” “study2 data,” and “study3 data.” Specifically: The “study1 data.sav” dataset includes the following variables:  X: Group identification for each sample (0 = control group, 1 = low assistance required group, 2 = high assistance required group).  x_check: Used to verify the effectiveness of the manipulation.  Y: The outcome variable, representing participants' likelihood of engaging in RRPs on a 0-100% scale.  TF: Perceived threat to freedom, with three items (tf1, tf2, tf3) measured on a 0-100% scale.  HF: Hostile feelings, with two items (hf1, hf2) measured on a 7-point Likert scale.  Cpsc: The control variable Perceived social costs, with five items (psc1, psc2, psc3[R*, need reverse code], psc4, psc5) measured on a 7-point Likert scale.  Cpvr: The control variable Perceived reward value, with two items (prv1, prv2) measured on a 7-point Likert scale.  real: Used to assess participants' perceived realism of the experimental scenario (one item, measured on a 7-point Likert scale). Additionally, demographic variables are included:  sex: Gender (0 = female, 1 = male).  age: Age group (0 = 0-20 years, 1 = 21-30 years, 2 = 31-40 years, 3 = 41-50 years, 4 = 51-60 years, 5 = above 60 years). *Note: In study2, age was measured by asking participants to report their exact age rather than selecting from predefined categories. This did not affect the main research conclusions, and thus, the categorical approach was retained in study3.  edu: Education level (0 = elementary school or below, 1 = junior high school, 2 = senior high school/vocational school/technical school, 3 = associate degree, 4 = bachelor's degree, 5 = master's degree, 6 = doctoral degree).  income: Monthly income level (0 = below 1999¥, 1 = 2000-4999¥, 2 = 5000-7999¥, 3 = 8000-10999¥, 4 = 11000¥ or above). The “study2 data.sav” dataset contains the same variables as “study1 data.sav.” The “study3 data.sav” dataset includes an additional moderator variable, W, to identify pre-post consumption, while all other variables remain consistent with those in “study1 data.sav” and “study2 data.sav.”

Files

Institutions

Hunan University

Categories

Social Media, Advertising Effect, Sales Promotion, Effect of Marketing Variables, Interactive Marketing

Funding

the Foundation of Education Bureau of Hunan Province

22A0084

Licence