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process. Little et al. (2007: 207) explains it succinctly: “... a mediator can be thought of as the carrier or transporter of information along the causal chain of effects.” Therefore, mediation is part of a chain of effects and explains why or how a predictor variable has an effect on the outcome variable. Little et al. (2007: 208) simplifies the conditions of Baron and Kennedy (1986) to three necessary (although not sufficient) conditions that need to be met before the researcher can claim that mediation occurs. In the second column of Figure 1, mediation may be present when X is significantly related to M, (relationship a), M is significantly related to Y (relationship b), and the relationship between X and Y, (relationship c') is weaker when M is in the model.
Mediation M a X c’ b Y In mediation, the direct relationship between X and Y is reduced when M is brought into the model FIGURE 2: MEDIATION IN STRUCTURAL EQUATION MODELLING
RESEARCH RESULTS
The final sample and representation by each of the seven countries, split by male and female are provided in Table 1. The majority of respondents were from Nigeria (32.5%) and the smallest sample from Namibia (6.8%).
TABLE 1: SAMPLE BREAKDOWN BY AFRICAN COUNTRY Frequency
Nigeria
Tanzania Ghana Uganda
Zimbabwe Zambia Namibia Total
105 82 31 31 28 24 22
323
Percentage 32.5 25.4 9.6 9.6 8.7 7.4 6.8
100.0 PSYCHOMETRIC ASSESSMENT OF PERSONAL CULTURAL ORIENTATION
The first objective of the study (RQ1) was to evaluate the psychometric properties of the PCO scale. Confirmatory factor analysis is the most suitable approach for this purpose. The initial model did not
CULTURAL ORIENTATION AS ANTECEDENT OF OPENNESS TOWARDS MOBILE MARKETING IN AFRICAN CULTURES: HOW DOES CULTURE SHAPE MOBILE IMPORTANCE?