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Table 4 Confidence vs purchase frequency by product category: contingence table and results of the chi-squared test

From: An empirical analysis on technophobia/technophilia in consumer market segmentation

  Purchase frequency chi-square p-value
  Never or rarely Often   
Do you trust organic products? No 67,2% 32,8% 34,642 0,000
Yes 27,3% 72,7%   
  Total 33,8% 66,2%   
Do you trust short-chain products? No 55,7% 44,3% 8,816 0,003
Yes 35,4% 64,6%   
  Total 38,9% 61,1%   
Do you trust typical products? No 55,6% 44,4% 19,312 0,000
Yes 21,9% 78,1%   
  Total 25,4% 74,6%   
Do you trust frozen ready dishes? No 69,3% 30,7% 41,684 0,000
Yes 34,3% 65,7%   
  Total 55,8% 44,2%   
Do you trust diet products? No 69,3% 30,7% 30,716 0,000
Yes 39,9% 60,1%   
  Total 56,6% 43,4%   
Do you trust functional foods? No 71,6% 28,4% 54,172 0,000
Yes 32,6% 67,4%   
  Total 52,7% 47,3%