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  • By: Owais Arshad: Respondents Profile (Demographic Information)

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    This document summarizes demographic information and survey results from a study of social media usage. It provides the following key points: - The survey had 160 male and 160 female respondents between the ages of less than 21 to above 50. Most used YouTube, Facebook, and Instagram and were students. - Reliability and validity tests on the survey constructs like perceived credibility and purchase intention met accepted standards. Factor analysis showed most constructs accounted for over 50% of the cumulative variance. - A regression model found that trust in information, perceived credibility, user generated content, and prior knowledge significantly predicted purchase intention, while tie strength did not.

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    This document summarizes demographic information and survey results from a study of social media usage. It provides the following key points: - The survey had 160 male and 160 female respondents between the ages of less than 21 to above 50. Most used YouTube, Facebook, and Instagram and were students. - Reliability and validity tests on the survey constructs like perceived credibility and purchase intention met accepted standards. Factor analysis showed most constructs accounted for over 50% of the cumulative variance. - A regression model found that trust in information, perceived credibility, user generated content, and prior knowledge significantly predicted purchase intention, while tie strength did not.

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    1 views3 pages

    By: Owais Arshad: Respondents Profile (Demographic Information)

    Uploaded by

    owais arshad
    This document summarizes demographic information and survey results from a study of social media usage. It provides the following key points: - The survey had 160 male and 160 female respondents between the ages of less than 21 to above 50. Most used YouTube, Facebook, and Instagram and were students. - Reliability and validity tests on the survey constructs like perceived credibility and purchase intention met accepted standards. Factor analysis showed most constructs accounted for over 50% of the cumulative variance. - A regression model found that trust in information, perceived credibility, user generated content, and prior knowledge significantly predicted purchase intention, while tie strength did not.

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    of 3

    BY: OWAIS ARSHAD

    Respondents Profile (Demographic Information)

    Demographic Category Nos. Percentage (%)


    160 50%
    Gender Male 160 50%
    Female

    Age Less than 21 132 41.3


    21-25 124 80.0
    26-30 46 94.4
    31-40 12 98.1
    41-50 2 98.8
    Above 50 4 100.0

    Site Usage YouTube 48 15%


    Online Communities 26 8.1%
    Blogs 12 3.8%
    Vlogs 64 20%
    Facebook 96 30%

    Instagram 74 23%

    Employment Status Student 262 81.9%


    Employed 44 13.8%
    Unemployed 10 3.1%
    Own Business 4 1.3%

    Usage Frequency Very Low 4 1.3%


    Low 10 3.1%
    Normal 100 31.3%
    High 96 30%
    Very High 110 34.4%

    Reliability, Validity, Correlation Analysis

    Construct Cronbach Cumulative PC PI TII PK UGC TS


    Alpha (∞) Variance
    Extracted
    Perceived 0.872 0.79789 0.88
    Credibility (PC)
    Purchase 0.823 0.65566 0.390 0.80
    Intention (PI)
    Trust in 0.805 0.72028 0.364 0.639 0.84
    Information (TII)
    Prior Knowledge 0.692 0.56501 0.214 0.521 0.402 0.74
    (PK)
    User Generated 0.903 0.67476 0.293 0.445 0.468 0.368 0.81
    Content (UGC)
    Tie Strength 0.866 0.79126 0.137 0.209 0.318 0.177 0.547 0.88
    (TS)
    Bold and Italic values are the square of the Variance Extracted.
    KMO: Cumulative factor loading:

    PC .740 79%
    PI .767 65%
    TS .686 72%
    PK .577 56%
    UGC .901 67%
    TS .713 79%

    Reliability
    Cronbach Alpha values must > 0.70.

    Construct Validity

    Convergent Validity (Variance Extracted must > 0.50 or 50%.

    Discriminant Validity (Fornell and Larcker 1981 criteria)


    Square root of Variance Extracted is greater than the correlation values.

    Coefficientsa
    Model Unstandardized Coefficients Standardized Coefficients t
    Sig.
    B Std. Error Beta
    1 (Constant) .707 .167 4.229 .000
    TII_total .398 .044 .434 9.114 .000
    pc_total .111 .033 .143 3.364 .001
    UGC_total .119 .045 .137 2.635 .009
    TS_total -.055 .035 -.072 -1.546 .123
    PK_total .273 .043 .279 6.381 .000
    F(3,314)=69.133, P<0.05, R2=0.516

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