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innovativeness have an effect on mobile addiction and an effect on mobile importance, each representing the hypotheses H1 to H5. When this model was fitted to the data, the path coefficients between tradition and mobile addiction and the path coefficient between tradition and mobile utility were marginally significant at =0.10. The path coefficients between innovativeness and mobile addiction and mobile utility were very highly significant with p<0.001, suggesting a very strong positive relationship between consumer innovativeness and mobile addiction as well as between consumer innovativeness and mobile importance.
FIGURE 6: Rq3: DOES ONE OR MORE OF THE CULTURAL ORIENTATION DIMENSIONS EXPLAIN ONE OR MORE DIMENSIONS OF MOBILE IMPORTANCE?
However, the question remains, how will a path between mobile addiction and mobile utility affect the relationships between the cultural values and mobile utility. If mediation is present, one expects that if mobile addiction plays a mediating role, the relationships between the cultural values and mobile utility will weaken when the path is included. This model is depicted in Figure 7.
FIGURE 7: RQ4: DOES MOBILE IMPORTANCE MEDIATE THE RELATIONSHIP BETWEEN CULTURAL ORIENTATION AND MOBILE UTILITY?
This model fitted very well, and this leads to the final model shown in Figure 8. The proposed simplified model for depicting the antecedent role of cultural orientation on mobile addiction and the mediating role of mobile addiction on mobile utility is shown in Figure 8. This model results form the path coefficients from the five latent variables to mobile utility becoming insignificant, as indicated by the dotted lines in Figure 7.
CULTURAL ORIENTATION AS ANTECEDENT OF OPENNESS TOWARDS MOBILE MARKETING IN AFRICAN CULTURES: HOW DOES CULTURE SHAPE MOBILE IMPORTANCE?