DETERMINANTS OF PERCEIVED FLOW: DATA ANALYSIS

DATA ANALYSIS

Table 2 depicts the socio-demographic profile of 200 respondents with 49% males, and 51% females. The largest age group are from 21 to 25 years, comprising 84% of the entire sample. 160 respondents earn a monthly allowance of lesser than RM 300 and only 20 respondents earn RM 501 and above a month. In terms mobile SNS experiences, 62.5% of the sample group uses mobile SNS between 1 to 5 times in a week. 36 respondents uses mobile SNS more than 15 times a week. 97 respondents have only begun using mobile SNS for a period of 0 to 2 months, while 55 respondents have the experience above 6 months. Only 2 respondents frequently visit MySpace via mobile, and on the extreme side, 147 respondents visit Facebook most frequently. That is equal to 73.5% of the entire sample.

Table 2 – Socio-demographic profile of respondents
table2Determinants of Perceived Flow-2

RELIABILITY ANALYSIS

The Cronbach’s Alpha value was used to test the reliability of the items measuring each variable. It is a reliability measure coefficient that reflects how well items in a set are positively correlated to one another. Results enumerate that the Cronbach’s alpha value of all variables are greater than 0.6 (Table 3). Thus, all variables are reliable and have high internal consistency. None of the items were deleted in this test, as the reliability was high.

Table 3 – Summary of reliability analysis
table3Determinants of Perceived Flow-3

CORRELATION ANALYSIS

The interrelationships between the seven variable measurements were examined through correlation analyses (see Table 4). Correlation values at +0.01 and above are significant but show little association while values above +0.7 to +1.0 show strong positive association (Simon, 2008). All of the Pearson’s correlations between the variables are positively significant at 0.01 level and finds that all of them correlate. This is hardly surprising, as all are perceptions from the same minds. There is considerable psychology evidence that when people make a choice, they adapt their cognitive structures to support it. Hence it is not surprising that every perception correlates significantly at 0.01 with every other one. One suspect that any perceptions measured would do the same. Next, the perceived enjoyment had the highest mean of 4.608 whereas the loyalty had the highest standard deviation of 1.459. The skewness of all the items ranges from -0.182 to -0.591 below ±2.0. Similarly, the values for kurtosis ranges from 0.023 to 0.846 well below the threshold of ±10. Both the skewness and kurtosis are low for the most part, indicating that the scores approximate a “normal distribution” or “bell-shaped curve”.

Table 4 – Correlations analysis between variables
table4Determinants of Perceived Flow-4
Correlation is significant at the 0.01 level (2-tailed).