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The squared multiple correlations in Table 15 show that 19.2% of the variability in mobile addiction can be explained by the cultural orientation and 27.4% of the variation in mobile utility is explained by cultural orientation (specifically consumer innovativeness) and this is mediated by mobile addiction. In addition, the individual squared multiple correlations of each indicator item variable are, with the exception of K10, all above 0.5, which is very desirable in the model. The fit in this model, is also marginally poorer than the model shown in Figure 7.
TABLE 15: SQUARED MULTIPLE CORRELATIONS Estimate
Mobile addiction Mobile utility K17 K18 K19 K13 K15 K9
0.192 0.274 0.585 0.686 0.572 0.610 0.591 0.769
K10 K5 K7 K2 K3 K4
Estimate
0.397 0.749 0.568 0.685 0.628 0.739
CONCLUSIONS
This study provided evidence that cultural orientation is an important factor in understanding some of the more subtle aspects of marketing to consumers in Africa. The only cultural dimension that had a highly significant effect on mobile addiction and mobile utility, was consumer innovativeness. It may be possible that this finding could replicate anywhere else in the world, suggesting the African consumers do not need to be approached very differently.
CULTURAL ORIENTATION AS ANTECEDENT OF OPENNESS TOWARDS MOBILE MARKETING IN AFRICAN CULTURES: HOW DOES CULTURE SHAPE MOBILE IMPORTANCE?