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CUSTOMER ENGAGEMENT ON INSTAGRAM: THE EFFECT OF VISUAL 41 CONTENT 7.2 Results T-Tests. A paired sample t-test was conducted in order to compare viewing times between: pictures with animals and without animals, pictures with people and pictures without people, pictures with animals and pictures without animals, pictures of the view from an airplane and pictures with animals, and pictures of the view from an airplane and pictures with people. Table 11 presents the results. Table 11 Differences in Mean Viewing Times Per Picture Category Mean N Std. t df Sig. (2- Deviation tailed) Pair 1 Pair 2 Pair 3 Pair 4 Pair 5 Picture With Animal 3.531 320 .241 .156 319 .876 Picture Without Animal 3.529 320 .242 Picture With Person 3.528 160 .255 102.7 159 .000 Picture Without Person 1.774 160 .142 Picture With Animal 3.546 160 .245 .960 159 .338 Picture With Person View From Plane Picture With Animal View From Plane Picture With Person 3.528 160 .255 3.525 160 3.546 160 .245 3.525 160 3.528 160 .255 .274 -.997 159 .330 .274 -.141 159 .888 The were no significant difference the viewing time between pictures with animals and pictures without animals. When comparing where the participants looked at, the heat map showed that the animal took up almost all of the attention. When showing the exact same image but without the animals the participants viewing pattern was different but the viewing time was similar (picture 1). Thus hypothesis 5a is not supported. There was a significant difference between pictures with people and pictures without people, meaning that hypothesis 5b is supported. Observing the viewing pattern between pictures with people and pictures without people showed similar results as with pictures with animals and pictures without animals (picture 1).PDF Image | STUDY ABOUT THE EFFECT OF VISUAL CONTENT ON CUSTOMER ENGAGEMENT IN AIRLINE INDUSTRY
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