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The maximum likelihood regression estimates, the corresponding intercept, squared multiple correlations and error variances are provided in Table 9. Noteworthy is that all the regression coefficients are highly significant (p<0.001), suggestive of convergent validity of the two- dimensional mobile importance model. Furthermore, except for a few items, the squared multiple correlations are mostly over 0.5, and the remainder larger than 0.35.
TABLE 9: REGRESSION ESTIMATES OF A TWO-DIMENSIONAL MOBILE IMPORTANCE MEASUREMENT MODEL Slope
The model implied means in Table 10 provide interesting insights – mobile addiction was very high at 4.2 (on a 5-point scale) and mobile utility also high at 3.6 (5-point scale). The correlation between the latent variables is 0.65, suggesting that 42.25% shared variance between mobile addiction and mobile utility. This low level of shared variance suggests that discriminant validity holds for the two- dimensional model of mobile importance.
CULTURAL ORIENTATION AS ANTECEDENT OF OPENNESS TOWARDS MOBILE MARKETING IN AFRICAN CULTURES: HOW DOES CULTURE SHAPE MOBILE IMPORTANCE?