Disentangling the Influence of Recommender Attributes and News-Story Attributes: A Conjoint Experiment on Exposure and Sharing Decisions on Social Networking Sites

Figures & data

Table 1. Descriptive statistics of the sample.

Variable	Value	N	%
Age	18–25 yrs	305	8
Age	26–35 yrs	515	13
Age	36–45 yrs	586	15
Age	46–55 yrs	755	20
Age	56–65 yrs	850	22
Age	66–75 yrs	672	17
Age	76 yrs or more	177	5
Gender	Female	1,962	51
Gender	Male	1,898	49
Education	Higher (college degree or higher)	2,016	54
Education	None or intermediate	1,713	46

Figure 1. Overview of the Experimental Design.

Note: This figure illustrates the experimental design. The box on the left shows a mock-up in English of the experiment as seen by the respondents; a shows how information about the recommender was presented, b the news story, c shows the question wording for reading, d sharing, e shows how a–d were randomly assigned between subjects, and f shows all the possible attributes and attribute values.

Figure 2. Comparing effects (AMCE) of attributes (news-story attributes) on probability to read vs. probability to share.

Note: The dots represent the point estimates, and the bars show 95 percent confidence intervals.

Figure 3. Comparing effects (AMCE) of attributes (recommender attributes) on probability to read vs. probability to share.

Note: The dots represent the point estimates, and the bars show 95 percent confidence intervals.

Figure 4. Moderation effects (conditional AMCEs) of attributes on profile selection (probability to share).

Note: The dots represent the point estimates, and the bars show 95 percent confidence intervals.

Figure 5. Moderation effects (conditional AMCEs) of attributes on profile selection (probability to read).

Note: The dots represent the point estimates, and the bars show 95 percent confidence intervals.