Consumer attitudes, social networks and consumer technology usage

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