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CWIS
30,2
Students’ dependence on
smart phones
The influence of social needs, social
124 influences and convenience
Norazah Mohd Suki
Labuan School of International Business & Finance, Universiti Malaysia Sabah,
Labuan International Campus, Federal Territory of Labuan, Malaysia
Abstract
Downloaded by Universiti Malaysia Sabah At 19:26 11 April 2016 (PT)
Purpose – The purpose of this paper is to assess whether social needs, social influences and
convenience of smart phones affects students’ dependence on them. This research also examines
whether students’ dependence on smart phones influences their purchase behaviour. This
investigation is conducted among the students in a public university in the Federal Territory of
Labuan, Malaysia.
Design/methodology/approach – The research used a multiple regression analysis in an attempt
to achieve the objective. The construct validity was assessed by computing the principal axis factor
with varimax rotations. In total, 200 completed and usable questionnaires were received from the
respondents who comprised students from a public university in the Federal Territory of Labuan,
Malaysia. A simple random sampling method was utilised where every unit in the population had an
equal chance to be selected.
Findings – Results via multiple regression analysis revealed that social needs and social influences
significantly affect students’ dependence on smart phones. The first was found to have the strongest
effect. A strong relationship also existed between dependence on smart phones and students’ purchase
behaviour.
Research limitations/implications – This study contributes significantly in confirming findings
from similar research that could furnish statistical evidence in research findings to the smart phone
provider in meeting customer needs to better create up-to-date smart phones with recent features
through strategic, holistic marketing management and planning.
Practical implications – This research should contribute significantly to academics and
educational developers in encouraging the students’ use of personal technologies such as smart
phones and tablet PCs to enhance their learning process. On the smart phone provider side, the
research findings could motivate them to continuously increase the smart phone functionality to be
more relevant to students. The fact that dependence on smart phones contributes significantly in the
students’ purchase behaviour may lead to better insights that they depend on the smart phone, which
causes them to feel insecure when it is not with them. Their positive experience with smart phones
outweighs their negative experience, as their usage of smart phones is high.
Originality/value – The research provides a unique perspective of students’ dependence on smart
phones, which is not much covered in the literature in the Malaysia context. The measurement
produced can be used as a research tool for more exploratory and explanatory research regarding
students’ use of personal technologies such as smart phones and tablet PCs.
Keywords Malaysia, Universities, Students, Consumer behaviour, Mobile technology, Social needs,
Social influence, Dependence, Smart phones, Purchase behaviour, Regression
Paper type Research paper
2. Literature review
Consumers have become highly dependent on smart phones which they can use when
they commute, relax at home, travel overseas and so on (Genova, 2010). Consumers are
perceived to be dependent on their smart phones when they view them as a necessity
and have strong propensity for continuous high usage, being engaged and unwilling to
part from them (Tian et al., 2009). Thus, consumers’ expectations for future purchase
behaviour will be affected by their past experience as they are heavily dependent
on smart phones because of the underlying motives (Kuhlmeier and Knight, 2005).
Suki and Suki (2007) found that heavy mobile phone users possess a higher level of
knowledge, have more social participation, maintain extensive interpersonal networks
and have contact with people not only within the social system but also outside it.
This is supported by Peterson and Low (2011) who stated that student look at
web sites, check their e-mail and use social networking sites such as Facebook and
Twitter most often.
H1. Social needs significantly affect the students’ dependence on smart phones.
and other people’s expectations ( Jamil and Wong, 2010). Friends and family members
are seen as social influences perceived to be important to consumers in promoting
and encouraging greater dependence on smart phones (Auter, 2007). Consumers may
be susceptible to social influence by observation, perception or anticipation of
decisions made by others in relation to smart phones (Suki and Suki, 2007). Therefore,
it is hypothesized:
H2. Social influences significantly affect the students’ dependence on smart phones.
affect dependent the variable (purchase behaviour). The statistical package for the
social sciences (SPSS) computer program version 17.0 was used for statistical analysis
and to attain the statistic data for this study. SPSS is useful for statistical tests, such as
testing for correlation and hypothesis. It can also provide a researcher with frequency
counts, sort data, rearrange data and serve as a useful data-entry device, with labels
for brief entries. Data were analysed using multiple regression analysis to relate the
importance of each independent variable. In the prediction of dependent variables the
advantage of the multiple regressions is a better prediction from multiple predictors
(Sekaran and Bougie, 2009). Besides, multiple regressions can avoid depending on a
single predictor and can avoid non-optimal combinations of predictors.
Social needs
H1
Social H2
influence Dependency on H4 Purchase
H3 smart phones behaviour
Figure 1.
Convenience Theoretical framework
CWIS Frequency %
30,2
Gender
Male 98 49.0
Female 102 51.0
Age (years)
128 o19 5 2.5
20-23 158 79.0
24-27 37 18.5
Race
Malay 108 54.0
Chinese 71 35.5
Indian 10 5.0
Others 11 5.5
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Education level
SPM 5 2.5
Table I. STPM 39 19.5
Demographic profile Diploma 20 10.0
of respondents Degree 136 68.0
Frequency %
the opinion that “My smart phone is fast and effective”. Of the students, 42 per cent
bought a smart phone at a price of RM1,501 or more. With regard to the type of
operating system used within the smart phone, 36 per cent of students use Android
while only 8 per cent go for iOS and 2 per cent take up Windows Phone. Meanwhile,
RIM BlackBerry OS is used by 14.5 per cent students.
4.2 Construct validity Students’
The construct validity was assessed by computing the principal axis factor with dependence on
varimax rotations. The overall value of Kaiser-Meyer-Olkin (KMO) measure of
sampling adequacy should be 0.60 or higher to perform factor analysis. Result for smart phones
the Bartlett’s test of sphericity ¼ 364.327. The KMO measure of sampling
adequacy ¼ 0.758 which exceeds 0.60. Both were highly significant, indicating
that this variable was suitable for the factor analysis. Hair et al. (2010) suggested that 129
variables with loading 0.70 or greater are very significant. As illustrated in Table III,
the highest loading value in social needs factor is 0.833 for the statement “Smart phone
allows me to stay connected with those I care about”. For social influence the statement
“The pressure from friends and family is likely to influence the usage rate of smart
phone” has the highest loadings, i.e. 0.932. Next, within the convenience factor, “Having
a smart phone is like having both a mobile phone and a computer together” scored
highest loadings (0.807). “I always use my smart phone to deal with my job” and
Downloaded by Universiti Malaysia Sabah At 19:26 11 April 2016 (PT)
Factor
Items loadings
Social needs
Smart phone allows me to stay connected with those I care about 0.833
I use smart phone to stay connected with friends and family through social networking
web sites (Twitter, Facebook, MySpace, etc.) 0.801
It is easy for me to observe others’ happening by using the smart phone 0.788
I use my smart phone to catch up with friends and relatives 0.767
Social influence
The pressure from friends and family is likely influence the usage rate of smart phone 0.932
It is important that my friends like the brand of smart phone I’m using 0.868
I would buy a smart phone if it helped me fit in with my social group better 0.847
I would be open to be persuaded into using a smart phone if I had low self-esteema
Convenience
Having a smart phone is like having both a mobile phone and a computer together 0.807
In my work, smart phone saves me time and effort 0.802
I would prefer carrying my smart phone rather than my laptop 0.741
A smart phone enables me to receive learning materials anywhere I go 0.717
Using a smart phone would allow me to accomplish task more quicklya
Dependency
I always use my smart phone to deal with my job 0.917
I’m totally depending on my smart phone 0.917
I cannot do anything with my job without the smart phone 0.833
I will feel insecure when my smart phone is not with me 0.801
In my daily life, usage of smart phone is high 0.738
Purchase behaviour
I intend to keep continuing use smart phone in the future 0.883
I intend to have a better purchase of smart phone in the future from my experience 0.822
On the whole, I’m satisfied with the smart phone experience 0.814 Table III.
Overall, my positive experience outweighs my negative experience with smart phone 0.804 Exploratory factor
Note: aRemoved as its factor loading below 0.50 loadings
CWIS 4.3 Reliability testing
30,2 Reliability testing was performed to investigate the reliability of the collected data. The
acceptable value of coefficient reliability is more than 0.70 with higher values
symbolizing higher reliability among the indicators. Table IV presents the result of
reliability testing where the total scale of reliability for this study varies from 0.722 to
0.896 after removal of one item each from social influence and convenience factor,
130 all factors exceeding the minimum limit of 0.70 are believed reliable.
are positively correlated and the correlation coefficient is between 0.078 and 0.911.
Hence, there is no multicollinearity problem in this study. The skewness of all the items
ranges from 0.279 to 0.566, below72.0. Similarly, the values for kurtosis ranges from
0.234 to 0.116 well below the threshold of 710. Both the skewness and kurtosis
are below the said value, signifying that the scores approximate a “normal
distribution” or “bell-shaped curve”.
4.5 Relationship between social needs, social influences and convenience of smart phones
with dependence on them
To test the relationship between social needs, social influences and convenience of
smart phones with dependence on them, multiple regression analysis was performed.
Table VI infers that the F-statistics produced (F ¼ 191.086) is significant at 1 per cent
level (significance Fo0.01). Adjusted R2 is 0.741. These indicate that social needs,
Skewness Kurtosis 1 2 3 4 5
phones make it easy for them to observe what’s happening globally at any time seven
days a week, 24 hours a day and 365 days a year.
Next, findings in Table VI confirm that social influence is the second significant
factor that affects students’ dependence on smart phones (b2 ¼ 0.727, po0.05). Hence,
H2 is supported by and agrees with the discovery by Park and Chen (2007). This
confirms that social influences such as pressure from friends and family influence their
usage rate of smart phones. Indeed, they are concerned whether their friends like the
brand of smart phone they are currently using and would buy a smart phone if it
helped them to fit in with their social group. It is of surprise to note that respondents in
this study express that convenience of smart phones does not affect their purchase
behaviour ( p ¼ 0.306, b3 ¼ 0.038, t-value ¼ 1.027). Therefore, the proposed H3 is
not supported by the data and is rejected. Results infer that they have the opposite
perspective from “having a smart phone is like having both a mobile phone and
a computer together, it enables them to receive learning materials anywhere they go
and they prefer carrying a smart phone rather than a laptop”. Preceding research by
Goldman (2010) had contradictory findings.
4.6 Relationship between dependence on smart phones and students’ purchase behaviour
H4 supposes that dependence on smart phones significantly influences students’
purchase behaviour (b4 ¼ 0.911, t-value ¼ 31.050, po0.05). In this relationship,
multicollinearity is absent as the tolerance value is above the cut-off value of 0.10 and
the VIF value is o5. The statistical results in Table VII authenticate the existence
of a very strong relationship between dependence on smart phones and students’
Unstandardized Standardized
coefficients coefficients Collinearity statistics
B SE b t Significance Tolerance VIF
Table VI.
Social needs 0.896 0.038 0.864 23.568 0.000 0.967 1.035 Relationship between
Social influence 0.029 0.040 0.727 0.734 0.034 0.981 1.019 social needs, social
Convenience 0.059 0.057 0.038 1.027 0.306 0.975 1.025 influences and
Adjusted R2 0.741 convenience of smart
F 191.086 phone with dependency
Significance 0.000 on smart phone
CWIS purchase behaviour, implying that they depend on the smart phone which causes them
30,2 to feel insecure when it is not with them. Their positive experience with smart phones
outweighs their negative experience, as their usage of smart phones is high. Hence,
H4 is supported. The finding of this study is consistent with Nanda et al. (2008).
Dependence on smart phones explained 82.9 per cent of students’ purchase behaviour
based on adjusted R2 ¼ 0.829.
132
5. Conclusion
This study assessed students’ dependence on smart phones and its impact on their
purchase behaviour. All in all, with regard to the relationship between social needs,
social influences and convenience of smart phones and dependence on smart phones,
through multiple regression analysis, two hypotheses were supported (i.e. social needs,
and social influence). Social needs have the strongest effect on the students’ dependence
on smart phones, followed by social influences. However, convenience was found
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Unstandardized Standardized
coefficients coefficients Collinearity statistics
B SE b t Significance Tolerance VIF
Table VII.
Relationship between Dependency 0.855 0.028 0.911 31.050 0.000 1.000 1.000
dependency on smart Adjusted R2 0.829
phone and students’ F 964.125
purchase behaviour Significance 0.000
The application could shorten the product design cycle and advance firms’ Students’
competitiveness (Chang et al., 2010b). Businesses should improve business dependence on
performance by cooperating with collaborative vendors to reduce energy waste
(Chang and Liao, 2012). Thus, future research is suggested to relate the behaviour with smart phones
the cooperation optimization method.
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