Consumer attitudes, social networks and consumer technology usage
Description
This study proposes that the relationship between consumer attitude towards technology and consumer technology usage is strengthened when levels of strong and weak social network ties increase in magnitude. This argument is tested on primary data from 425 mobile banking service users resident in in Kenya. The data sets comprise of - An excel worksheet labelled, Mobile banking usage- survey analysis - Raw data file labelled, Mobile banking survey final.sav - Data Tables labelled – Data tables - Final survey tool labelled – Survey tool – consumer technology usage - Conceptual framework labelled – Figure 1 The hypothesis paths are depicted on the conceptual framework labelled as Figure 1 Hypothesis 1: Favourable perceived usefulness of a technology is positively associated with the extent and frequency of consumer technology usage Hypothesis 2: favourable perceived ease of use of a technology is positively associated with the extent and frequency of consumer technology usage Hypothesis 3: Strong social network ties positively influence the extent and frequency of consumer technology usage Hypothesis 4: weak social network ties positively influence the extent and frequency of consumer technology usage Hypothesis 5: The relationship between perceived usefulness of a technology and consumer technology usage is strengthened when levels of strong social network ties increase in magnitude Hypothesis 6: The relationship between perceived ease of use of a technology and consumer technology usage is strengthened when levels of strong social network ties increase in magnitude Hypothesis 7: The relationship between perceived usefulness of a technology and consumer technology usage is strengthened when levels of weak social network ties increase in magnitude Hypothesis 8: The relationship between perceived ease of use of a technology and consumer technology usage is strengthened when levels of weak social network ties increase in magnitude The study sampled 1475 residents who were over 18 years of age. After screen for eligibility, total of 425 individuals accounting for 29% of the sampled population met the survey criteria. Respondents’ competence A three-item scale was used to assess the respondents’ competence. The responses were indicated on a scale of 1 to 7, where 1 indicated “strongly disagree” and 7 indicated “strongly agree”. The results are depicted in Table 1. Respondents’ characteristics Table 2 demonstrates the respondents’ characteristics Aggregate descriptives Table 3 presents the mean scores and standard deviation of each construct. Structural model estimation Ordinary Least Squares (OLS) regression analysis was used to examine the relationship between the independent variable, moderators, and dependent variables. The models are presented in Table 4. The equations in Table 4 were used to arrive at regression estimates for the dependent variable, Consumer technology usage as shown in Table 5
Files
Steps to reproduce
The data was collected in June and July 2021. Probability sampling method was used to select respondents for the study. The sample size was computed using the following formula used in calculating sample size for Demographic and Health Surveys (DHS). Where: n = Sample size Deft = Design Effect P = Prevalence rate of the Reference Indicator α = Relative Standard Error (RSE) RR = Household Response Rate The RSE was set at 10% (DHS recommends between 5-10%) while design effect and response rates were assumed at 1.5 and 90% respectively. The total sample size targeted was 750 households. The study utilized the households’ master sampling frame known as National Sample Survey and Evaluation Programme (NASSEP V) developed and maintained by the Kenya National Bureau of Statistics for household-based surveys. Computer Aided Personal Interview (CAPI) was used to collect data. The data can be used to replicate the study in a different context or to do a validation study. It can also be used to do a comparative study of more than one technology usage in multiple countries.