Annex 05

Variables in Model tested for Utilitarian value proposition (SMS) 1. Variable: Perceived usefulness (PU) and attitude towards adoption (ATA)
Table 1
Model Summary Adjusted R Model 1 R .785a R Square .616 Square .615 Std. Error of the Estimate .33738

a. Predictors: (Constant), PU

Table 2
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), PU b. Dependent Variable: ATA Sum of Squares 74.438 46.327 120.765 df 1 407 408 Mean Square 74.438 .114 F 653.972 Sig. .000a

Table 3
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) PU a. Dependent Variable: ATA B .092 .332 Std. Error .047 .013 .785 Coefficients Beta t 1.952 25.573 Sig. .052 .000

Table 4
Correlations PU PU Pearson Correlation Sig. (2-tailed) N ATA Pearson Correlation Sig. (2-tailed) N 409 .785** .000 409 409 1 ATA .785** .000 409 1

**. Correlation is significant at the 0.01 level (2-tailed).

Figure 1

Figure 2

2. Variable: Ease of Use (PU) and attitude towards adoption (ATA)

Table 5
Model Summaryb Adjusted R Model 1 R .739a R Square .546 Square .545 Std. Error of the Estimate .36703

a. Predictors: (Constant), EOU b. Dependent Variable: ATA

Table 6
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), EOU b. Dependent Variable: ATA Sum of Squares 65.939 54.826 120.765 df 1 407 408 Mean Square 65.939 .135 F 489.492 Sig. .000a

Table 7
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) EOU a. Dependent Variable: ATA B .133 .305 Std. Error .053 .014 .739 Coefficients Beta t 2.540 22.124 Sig. .011 .000

Table 8
Correlations EOU EOU Pearson Correlation Sig. (2-tailed) N ATA Pearson Correlation Sig. (2-tailed) N 409 .739** .000 409 409 1 ATA .739** .000 409 1

**. Correlation is significant at the 0.01 level (2-tailed).

Figure 3

Figure 4

3. Variable: Comparative advantage (CA) and attitude towards adoption (ATA)

Table 9
Model Summaryb Adjusted R Model 1 R .711a R Square .505 Square .504 Std. Error of the Estimate .38314

a. Predictors: (Constant), CA b. Dependent Variable: ATA

Table 10
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), CA b. Dependent Variable: ATA Sum of Squares 61.018 59.747 120.765 df 1 407 408 Mean Square 61.018 .147 F 415.653 Sig. .000a

Table 11
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) CA a. Dependent Variable: ATA B .266 .343 Std. Error .051 .017 .711 Coefficients Beta t 5.261 20.388 Sig. .000 .000

Table 12
Correlations ATA ATA Pearson Correlation Sig. (2-tailed) N CA Pearson Correlation Sig. (2-tailed) N 409 .711** .000 409 409 1 CA .711** .000 409 1

**. Correlation is significant at the 0.01 level (2-tailed).

Figure 5

Figure 6

4. Variable: Social influences (SI) and attitude towards adoption (ATA)

Table 13
Model Summaryb Adjusted R Model 1 R .407a R Square .165 Square .163 Std. Error of the Estimate .49763

a. Predictors: (Constant), SO b. Dependent Variable: ATA

Table 14
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), SO b. Dependent Variable: ATA Sum of Squares 19.979 100.786 120.765 df 1 407 408 Mean Square 19.979 .248 F 80.679 Sig. .000a

Table 15
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) SO a. Dependent Variable: ATA B .749 .201 Std. Error .058 .022 .407 Coefficients Beta t 12.856 8.982 Sig. .000 .000

Figure 7

Figure 8

5. Variable: Pleasure (PL) and attitude towards adoption (ATA)

Table 16
Model Summaryb Adjusted R Model 1 R .524a R Square .275 Square .273 Std. Error of the Estimate .46395

a. Predictors: (Constant), PL b. Dependent Variable: ATA

Table 17
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), PL b. Dependent Variable: ATA Sum of Squares 33.160 87.605 120.765 df 1 407 408 Mean Square 33.160 .215 F 154.056 Sig. .000a

Table 18
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) PL a. Dependent Variable: ATA B .933 .653 Std. Error .033 .053 .524 Coefficients Beta t 28.426 12.412 Sig. .000 .000

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Figure 9

Figure 10

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6. Variable: Arousal (AR) and attitude towards adoption (ATA)

Table 19
Model Summaryb Adjusted R Model 1 R .527a R Square .278 Square .276 Std. Error of the Estimate .46299

a. Predictors: (Constant), AR b. Dependent Variable: ATA

Table 20
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), AR b. Dependent Variable: ATA Sum of Squares 33.521 87.244 120.765 df 1 407 408 Mean Square 33.521 .214 F 156.377 Sig. .000a

Table 21
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) AR a. Dependent Variable: ATA B 1.004 .611 Std. Error .029 .049 .527 Coefficients Beta t 34.766 12.505 Sig. .000 .000

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Figure 11

Figure 12

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7. Variable: Dominance (DO) and attitude towards adoption (ATA)

Table 22
Model Summaryb Adjusted R Model 1 R .303a R Square .092 Square .089 Std. Error of the Estimate .51915

a. Predictors: (Constant), DO b. Dependent Variable: ATA

Table 23
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), DO b. Dependent Variable: ATA Sum of Squares 11.071 109.694 120.765 df 1 407 408 Mean Square 11.071 .270 F 41.078 Sig. .000a

Table 24
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) DO a. Dependent Variable: ATA B 1.088 .282 Std. Error .033 .044 .303 Coefficients Beta t 32.631 6.409 Sig. .000 .000

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Figure 13

Figure 14

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8. Variable: Attitude Towards Adoption (ATA) and Adoption Intension (AI)

Table 25
Model Summaryb Adjusted R Model 1 R .383a R Square .146 Square .144 Std. Error of the Estimate .74792

a. Predictors: (Constant), ATA b. Dependent Variable: UTInt

Table 26
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), ATA b. Dependent Variable: UTInt Sum of Squares 39.049 227.672 266.721 df 1 407 408 Mean Square 39.049 .559 F 69.806 Sig. .000a

Table 27
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) ATA a. Dependent Variable: UTInt B 3.923 .569 Std. Error .091 .068 .383 Coefficients Beta t 43.038 8.355 Sig. .000 .000

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Figure 15

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Figure 16

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Variables in Model tested for Hedonic value proposition (Mobile Ringtone) 9. Variable: Perceived usefulness (PU) and attitude towards adoption (ATA)
Table 28
Model Summaryb Adjusted R Model 1 R .922a R Square .850 Square .850 Std. Error of the Estimate .39759

a. Predictors: (Constant), HePU b. Dependent Variable: HeATA

Table 29
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HePU b. Dependent Variable: HeATA Sum of Squares 365.372 64.496 429.868 df 1 408 409 Mean Square 365.372 .158 F 2.311E3 Sig. .000a

Table 30
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HePU a. Dependent Variable: HeATA B .039 .516 Std. Error .026 .011 .922 Coefficients Beta t 1.521 48.076 Sig. .129 .000

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Figure 17

Figure 18

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10. Variable: Ease of Use (EOU) and attitude towards adoption (ATA)
Table 31
Model Summaryb Adjusted R Model 1 R .930a R Square .865 Square .865 Std. Error of the Estimate .37654

a. Predictors: (Constant), HeEOU b. Dependent Variable: HeATA

Table 32
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HeEOU b. Dependent Variable: HeATA Sum of Squares 372.021 57.847 429.868 df 1 408 409 Mean Square 372.021 .142 F 2.624E3 Sig. .000a

Table 33
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HeEOU a. Dependent Variable: HeATA B .029 .494 Std. Error .024 .010 .930 Coefficients Beta t 1.205 51.224 Sig. .229 .000

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Figure 19

Figure 20

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Variable: Ease of Use (EOU) and attitude towards adoption (ATA)

Table 34
Model Summaryb Adjusted R Model 1 R .965a R Square .932 Square .931 Std. Error of the Estimate .26850

a. Predictors: (Constant), HeCA b. Dependent Variable: HeATA

Table 35
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HeCA b. Dependent Variable: HeATA Sum of Squares 400.455 29.414 429.868 df 1 408 409 Mean Square 400.455 .072 F 5.555E3 Sig. .000a

Table 36
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HeCA a. Dependent Variable: HeATA B .005 .564 Std. Error .017 .008 .965 Coefficients Beta t .303 74.530 Sig. .762 .000

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Figure 21

Figure 22

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11. Variable: Social Influences (SI) and attitude towards adoption (ATA)
Table 37
Model Summaryb Adjusted R Model 1 R .917a R Square .840 Square .840 Std. Error of the Estimate .41047

a. Predictors: (Constant), HeSO b. Dependent Variable: HeATA

Table 38
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HeSO b. Dependent Variable: HeATA Sum of Squares 361.125 68.744 429.868 df 1 408 409 Mean Square 361.125 .168 F 2.143E3 Sig. .000a

Table 39
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HeSO a. Dependent Variable: HeATA B .041 .489 Std. Error .027 .011 .917 Coefficients Beta t 1.531 46.296 Sig. .127 .000

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Figure 23

Figure 24

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12. Variable: Pleasure (PL) and attitude towards adoption (ATA)

Table 40
Model Summaryb Adjusted R Model 1 R .941a R Square .885 Square .885 Std. Error of the Estimate .34789

a. Predictors: (Constant), HePL b. Dependent Variable: HeATA

Table 41
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HePL b. Dependent Variable: HeATA Sum of Squares 380.488 49.380 429.868 df 1 408 409 Mean Square 380.488 .121 F 3.144E3 Sig. .000a

Table 42
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HePL a. Dependent Variable: HeATA B .044 .684 Std. Error .022 .012 .941 Coefficients Beta t 1.985 56.069 Sig. .048 .000

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Figure 25

Figure 26

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13. Variable: Arousal (AR) and attitude towards adoption (ATA)

Table 43
Model Summaryb Adjusted R Model 1 R .742a R Square .551 Square .549 Std. Error of the Estimate .68812

a. Predictors: (Constant), HeAR b. Dependent Variable: HeATA

Table 44
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HeAR b. Dependent Variable: HeATA Sum of Squares 236.677 193.191 429.868 df 1 408 409 Mean Square 236.677 .474 F 499.837 Sig. .000a

Table 45
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HeAR a. Dependent Variable: HeATA B .331 1.226 Std. Error .041 .055 .742 Coefficients Beta t 8.126 22.357 Sig. .000 .000

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Figure 27

Figure 28

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14. Variable: Dominance (DO) and attitude towards adoption (ATA)

Table 46
Model Summaryb Adjusted R Model 1 R .538a R Square .290 Square .288 Std. Error of the Estimate .86512

a. Predictors: (Constant), HeDO b. Dependent Variable: HeATA

Table 47
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HeDO b. Dependent Variable: HeATA Sum of Squares 124.507 305.361 429.868 df 1 408 409 Mean Square 124.507 .748 F 166.356 Sig. .000a

Table 48
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HeDO B .578 1.162 Std. Error .047 .090 .538 Coefficients Beta t 12.252 12.898 Sig. .000 .000

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Figure 29

Figure 30

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15. Variable: Attitude towards adoption (ATA) and Adoption Intension (AI)

Table 49
Model Summaryb Adjusted R Model 1 R .672a R Square .451 Square .450 Std. Error of the Estimate .82232

a. Predictors: (Constant), HeATA b. Dependent Variable: HedoINT

Table 50
ANOVAb Model 1 Regression Residual Total a. Predictors: (Constant), HeATA b. Dependent Variable: HedoINT Sum of Squares 226.416 275.215 501.631 df 1 407 408 Mean Square 226.416 .676 F 334.834 Sig. .000a

Table 51
Coefficientsa Standardized Unstandardized Coefficients Model 1 (Constant) HeATA a. Dependent Variable: HedoINT B 2.953 .726 Std. Error .053 .040 .672 Coefficients Beta t 56.248 18.298 Sig. .000 .000

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Figure 31

Figure 32

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