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Statistical Analysis of variable (Internal reliability, Mean,
Standard Deviation, Maximum, Minimum, frequency
distribution tables and matrix)
1. Utilitarian Product of SMS
1.1. Perceived Usefulness
Reliability Statistics
Cronbach's
Alpha N of Items
.919 3
Table 1
Statistics
PU
N Valid 409
Missing 0
Mean 3.4083
Std. Error of Mean .06361
Std. Deviation 1.28648
Minimum .00
Maximum 5.00
Table 2
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Frequency table for Perceived Usefulness
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 38 9.3 9.3 9.3
1 1 .2 .2 9.5
1.666666667 4 1.0 1.0 10.5
2 8 2.0 2.0 12.5
2.333333333 16 3.9 3.9 16.4
2.666666667 12 2.9 2.9 19.3
3 16 3.9 3.9 23.2
3.333333333 63 15.4 15.4 38.6
3.666666667 25 6.1 6.1 44.7
4 150 36.7 36.7 81.4
4.333333333 31 7.6 7.6 89.0
4.666666667 24 5.9 5.9 94.9
5 21 5.1 5.1 100.0
Total 409 100.0 100.0
Table 3
Figure 1
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1.2 Ease of use
Reliability Statistics
Cronbach's
Alpha N of Items
.960 5
Table 4
Statistics
EOU
N Valid 409
Missing 0
Mean 3.5711
Std. Error of Mean .06509
Std. Deviation 1.31643
Minimum .00
Maximum 5.00
Table 5
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EOU
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 38 9.3 9.3 9.3
2 18 4.4 4.4 13.7
2.2 4 1.0 1.0 14.7
2.4 4 1.0 1.0 15.6
2.8 4 1.0 1.0 16.6
3 7 1.7 1.7 18.3
3.2 10 2.4 2.4 20.8
3.4 9 2.2 2.2 23.0
3.6 29 7.1 7.1 30.1
3.8 21 5.1 5.1 35.2
4 160 39.1 39.1 74.3
4.2 19 4.6 4.6 79.0
4.4 18 4.4 4.4 83.4
4.6 10 2.4 2.4 85.8
4.8 39 9.5 9.5 95.4
5 19 4.6 4.6 100.0
Total 409 100.0 100.0
Table 6
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Figure 2
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1.3 Comparative advantage
Reliability Statistics
Cronbach's
Alpha N of Items
.848 4
Table 7
Statistics
CA
N Valid 409
Missing 0
Mean 2.7910
Std. Error of Mean .05574
Std. Deviation 1.12718
Minimum .00
Maximum 4.75
Table 8
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CA
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 38 9.3 9.3 9.3
1 1 .2 .2 9.5
1.5 4 1.0 1.0 10.5
1.75 5 1.2 1.2 11.7
2 31 7.6 7.6 19.3
2.25 43 10.5 10.5 29.8
2.5 21 5.1 5.1 35.0
2.75 18 4.4 4.4 39.4
3 69 16.9 16.9 56.2
3.25 48 11.7 11.7 68.0
3.5 57 13.9 13.9 81.9
3.75 17 4.2 4.2 86.1
4 36 8.8 8.8 94.9
4.25 8 2.0 2.0 96.8
4.5 4 1.0 1.0 97.8
4.75 9 2.2 2.2 100.0
Total 409 100.0 100.0
Table 9
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Figure 3
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1.4 Social Influences
Reliability Statistics
Cronbach's
Alpha N of Items
.836 3
Table 10
Statistics
SO
N Valid 409
Missing 0
Mean 2.3586
Std. Error of Mean .05438
Std. Deviation 1.09969
Minimum .00
Maximum 4.67
Table 11
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SO
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 38 9.3 9.3 9.3
1 19 4.6 4.6 13.9
1.33333333333333 4 1.0 1.0 14.9
1.66666666666667 30 7.3 7.3 22.2
2 92 22.5 22.5 44.7
2.33333333333333 40 9.8 9.8 54.5
2.66666666666667 43 10.5 10.5 65.0
3 48 11.7 11.7 76.8
3.33333333333333 33 8.1 8.1 84.8
3.66666666666667 29 7.1 7.1 91.9
4 20 4.9 4.9 96.8
4.33333333333333 8 2.0 2.0 98.8
4.66666666666667 5 1.2 1.2 100.0
Total 409 100.0 100.0
Table 12
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Figure 4
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1.5 Pleasure
Reliability Statistics
Cronbach's
Alpha N of Items
.668 3
Table 13
Statistics
PL
N Valid 409
Missing 0
Mean .4458
Std. Error of Mean .02158
Std. Deviation .43644
Minimum .00
Maximum 2.00
Table 14
PL
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 152 37.2 37.2 37.2
0.333333333 88 21.5 21.5 58.7
0.666666667 67 16.4 16.4 75.1
1 91 22.2 22.2 97.3
1.333333333 7 1.7 1.7 99.0
2 4 1.0 1.0 100.0
Total 409 100.0 100.0
Table 15
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Figure 5
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1.6 Arousal
Reliability Statistics
Cronbach's
Alpha N of Items
Table 16
Statistics
AR
N Valid 409
Missing 0
Mean .3602
Std. Error of Mean .02320
Std. Deviation .46919
Minimum .00
Maximum 1.67
Table 17
AR
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 215 52.6 52.6 52.6
0.333333333 72 17.6 17.6 70.2
0.666666667 36 8.8 8.8 79.0
1 54 13.2 13.2 92.2
1.333333333 24 5.9 5.9 98.0
1.666666667 8 2.0 2.0 100.0
Total 409 100.0 100.0
Table 18
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Figure 6
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1.7 Dominance
Reliability Statistics
Cronbach's
Alpha N of Items
.859 3
Table 19
Statistics
DO
N Valid 409
Missing 0
Mean .4833
Std. Error of Mean .02889
Std. Deviation .58420
Minimum .00
Maximum 2.00
Table 20
DO
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 197 48.2 48.2 48.2
0.333333333333333 51 12.5 12.5 60.6
0.666666666666667 40 9.8 9.8 70.4
1 64 15.6 15.6 86.1
1.33333333333333 33 8.1 8.1 94.1
1.66666666666667 6 1.5 1.5 95.6
2 18 4.4 4.4 100.0
Total 409 100.0 100.0
Table 21
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Figure 7
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Attitude towards adoption
Reliability Statistics
Cronbach's
Alpha N of Items
.534 5
Table 22
Reliability Statistics
Cronbach's
Alpha N of Items
.273 3
Table 23
Statistics
ATA
N Valid 409
Missing 0
Mean 1.2240
Std. Error of Mean .02690
Std. Deviation .54405
Minimum .00
Maximum 2.40
Table 24
Statistics
UTInt
N Valid 409
Missing 0
Mean 4.6186
Std. Error of Mean .03998
Std. Deviation .80853
Minimum 1.67
Maximum 5.00
Table 25
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ATA
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 38 9.3 9.3 9.3
0.6 10 2.4 2.4 11.7
0.8 56 13.7 13.7 25.4
1 36 8.8 8.8 34.2
1.2 72 17.6 17.6 51.8
1.4 50 12.2 12.2 64.1
1.6 76 18.6 18.6 82.6
1.8 46 11.2 11.2 93.9
2 12 2.9 2.9 96.8
2.2 11 2.7 2.7 99.5
2.4 2 .5 .5 100.0
Total 409 100.0 100.0
Table 26
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2. Hedonic product of Mobile Ringtone
2.1. Perceived Usefulness
Reliability Statistics
Cronbach's
Alpha N of Items
.989 5
Table 27
Statistics
HePU
N Valid 409
Missing 0
Mean 1.5458
Std. Error of Mean .09062
Std. Deviation 1.83266
Minimum .00
Maximum 4.75
Table 28
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HePU
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 233 57.0 57.0 57.0
2 6 1.5 1.5 58.4
2.25 4 1.0 1.0 59.4
2.5 2 .5 .5 59.9
2.75 11 2.7 2.7 62.6
3 19 4.6 4.6 67.2
3.25 19 4.6 4.6 71.9
3.5 24 5.9 5.9 77.8
3.75 25 6.1 6.1 83.9
4 42 10.3 10.3 94.1
4.25 1 .2 .2 94.4
4.5 8 2.0 2.0 96.3
4.75 15 3.7 3.7 100.0
Total 409 100.0 100.0
Table 29
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Figure 8
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2.2. Ease of use
Reliability Statistics
Cronbach's
Alpha N of Items
.988 4
Table 30
Statistics
HeEOU
N Valid 409
Missing 0
Mean 1.6333
Std. Error of Mean .09544
Std. Deviation 1.93022
Minimum .00
Maximum 5.00
Table 31
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HeEOU
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 233 57.0 57.0 57.0
1.75 2 .5 .5 57.5
2 4 1.0 1.0 58.4
2.25 2 .5 .5 58.9
2.5 10 2.4 2.4 61.4
3 15 3.7 3.7 65.0
3.25 4 1.0 1.0 66.0
3.5 4 1.0 1.0 67.0
3.75 4 1.0 1.0 68.0
4 101 24.7 24.7 92.7
4.25 6 1.5 1.5 94.1
4.5 17 4.2 4.2 98.3
4.75 4 1.0 1.0 99.3
5 3 .7 .7 100.0
Total 409 100.0 100.0
Table 32
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Figure 9
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2.3. Comparative Advantage
Reliability Statistics
Cronbach's
Alpha N of Items
.934 4
Table 33
Statistics
HeCA
N Valid 409
Missing 0
Mean 1.4737
Std. Error of Mean .08676
Std. Deviation 1.75457
Minimum .00
Maximum 5.00
Table 34
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HeCA
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 233 57.0 57.0 57.0
0.25 2 .5 .5 57.5
2 4 1.0 1.0 58.4
2.25 1 .2 .2 58.7
2.5 10 2.4 2.4 61.1
2.75 10 2.4 2.4 63.6
3 34 8.3 8.3 71.9
3.25 15 3.7 3.7 75.6
3.5 26 6.4 6.4 81.9
3.75 16 3.9 3.9 85.8
4 45 11.0 11.0 96.8
4.25 5 1.2 1.2 98.0
4.5 7 1.7 1.7 99.8
5 1 .2 .2 100.0
Total 409 100.0 100.0
Table 35
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Figure 10
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2.4. Social Influence
Reliability Statistics
Cronbach's
Alpha N of Items
.984 4
Table 36
Statistics
HeSO
N Valid 409
Missing 0
Mean 1.6278
Std. Error of Mean .09505
Std. Deviation 1.92237
Minimum .00
Maximum 4.75
Table 37
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HeSO
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 233 57.0 57.0 57.0
1 2 .5 .5 57.5
2 4 1.0 1.0 58.4
2.75 4 1.0 1.0 59.4
3 16 3.9 3.9 63.3
3.25 8 2.0 2.0 65.3
3.5 28 6.8 6.8 72.1
3.75 18 4.4 4.4 76.5
4 56 13.7 13.7 90.2
4.25 8 2.0 2.0 92.2
4.5 19 4.6 4.6 96.8
4.75 13 3.2 3.2 100.0
Total 409 100.0 100.0
Table 38
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Figure 11
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2.5. Pleasure
Reliability Statistics
Cronbach's
Alpha N of Items
.954 3
Table 39
Statistics
HePL
N Valid 409
Missing 0
Mean 1.1589
Std. Error of Mean .06978
Std. Deviation 1.41113
Minimum .00
Maximum 5.00
Table 40
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HePL
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 233 57.0 57.0 57.0
1 5 1.2 1.2 58.2
1.66666666666667 2 .5 .5 58.7
2 49 12.0 12.0 70.7
2.33333333333333 7 1.7 1.7 72.4
2.66666666666667 33 8.1 8.1 80.4
3 46 11.2 11.2 91.7
3.33333333333333 16 3.9 3.9 95.6
3.66666666666667 6 1.5 1.5 97.1
4 10 2.4 2.4 99.5
5 2 .5 .5 100.0
Total 409 100.0 100.0
Table 41
Figure 12
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2.6. Arousal
Reliability Statistics
Cronbach's
Alpha N of Items
.934 3
Table 42
Statistics
HeAR
N Valid 409
Missing 0
Mean .4116
Std. Error of Mean .03070
Std. Deviation .62087
Minimum .00
Maximum 2.00
Table 43
HeAR
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 258 63.1 63.1 63.1
0.333333333333333 18 4.4 4.4 67.5
0.666666666666667 20 4.9 4.9 72.4
1 64 15.6 15.6 88.0
1.33333333333333 15 3.7 3.7 91.7
1.66666666666667 9 2.2 2.2 93.9
2 25 6.1 6.1 100.0
Total 409 100.0 100.0
Table 44
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Figure 13
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2.7. Dominance
Reliability Statistics
Cronbach's
Alpha N of Items
.923 3
Table 45
Statistics
HeDO
N Valid 409
Missing 0
Mean .2217
Std. Error of Mean .02350
Std. Deviation .47518
Minimum .00
Maximum 2.00
Table 46
HeDO
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 313 76.5 76.5 76.5
0.333333333333333 21 5.1 5.1 81.7
0.666666666666667 22 5.4 5.4 87.0
1 35 8.6 8.6 95.6
1.33333333333333 2 .5 .5 96.1
1.66666666666667 2 .5 .5 96.6
2 14 3.4 3.4 100.0
Total 409 100.0 100.0
Table 47
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Figure 14
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2.8. Attitude towards adoption
Reliability Statistics
Cronbach's
Alpha N of Items
.808 5
Table 48
Reliability Statistics
Cronbach's
Alpha N of Items
.808 5
Table 49
Statistics
HeATA HedoINT
N Valid 409 409
Missing 0 0
Mean .8367 3.5607
Std. Error of Mean .05071 .05483
Std. Deviation 1.02562 1.10882
Minimum .00 1.67
Maximum 2.80 5.00
Table 50
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HeATA
Frequency Percent Valid Percent
Cumulative
Percent
Valid 0 233 57.0 57.0 57.0
1 9 2.2 2.2 59.2
1.2 12 2.9 2.9 62.1
1.4 26 6.4 6.4 68.5
1.6 16 3.9 3.9 72.4
1.8 25 6.1 6.1 78.5
2 20 4.9 4.9 83.4
2.2 10 2.4 2.4 85.8
2.4 15 3.7 3.7 89.5
2.6 33 8.1 8.1 97.6
2.8 10 2.4 2.4 100.0
Total 409 100.0 100.0
Table 51
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Figure 15
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Figure 16