Correlation Analysis
SPSS and Partial Least Squares (PLS) were used to assess the research model. SPSS helped to conduct reliability testing, analysis of the data’s demographics and correlations.
The results of correlation analysis of the variables can be found in Table 4.1. These results assist in examining the association between the independent variables, demographics and control variables. Correlation was found to be significant among different variables.
Some of the relationships that correlated are Perceived Usefulness (PU) was found to be positively correlated with Perceived Ease of Use (PEOU) (r=.617, n=101, p<0.01).
Even though this is not a relationship that was hypothesized in this study, Srite and Karahanna (2006) do present this relationship in their study.
PU was found to be positively correlated with Masculinity/Femininity (MF) (r=.252, n=101, p<0.05). Although only the moderating effects of culture are proposed, this correlation could indicate an initial support to the hypothesis on the effect of the Masculinity/Femininity dimension on the relationship between PU and BI.
PU was also found to be positively correlated with Uncertainty Avoidance (UA) (r=.617, n=101, p<0.01), in this case the hypothesis would be contradicted since this correlations might indicate the higher the perceived usefulness the higher the uncertainty avoidance, which is contrary to what has been hypothesized. PEOU was found to be positively correlated with UA (r=.298, n=101, p<0.01). This association might also show initial support to the hypothesis.
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Individualism/Collectivism dimension was found to be positively correlated with Uncertainty Avoidance, (r=.501, n=101, p<0.01). This means that the higher the espoused collectivistic value in an individual, the higher his level of uncertainty avoidance.
Finally the control variable Organizational Social Network Use (OSNUSE) was correlated with Behavioral Intention to use a system, (r=.237, n=101, p<0.05). This could be a reasonable finding since as companies encourage or demand the use of the system to perform activities, the employees will increase their intention to use their system.
Although there are some existing correlations among our X’s, no extraordinarily high coefficients were found to suggest collinearity.
63 Table 4.1.
Means, Standard Deviations and Correlation Coefficients
Mean St.
D.
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1.GENDER 0.55 0.5
2.AGE 2.88 0.86 .127
3. EDUCATION 3.37 0.64 .222* -.037
4. PSNUSE 4.22 1.09 -.153 -.368** .003
5. ORGSIZE 4.24 1.79 .183 -.294** .174 .087
6. OSNUSE 2.54 1.40 .048 -.054 .048 .151 -.088
7. PU 4.52 1.49 -.045 -.172 .031 -.097 -.077 .265** (0.94)
8. PEOU 4.9 1.36 -.038 -.260* -.043 .107 .050 .115 .617** (0.89)
9. SN 4.4 1.49 -.077 -.103 .045 -.118 .022 .147 .685** .510** (0.81)
10. IC 4.54 1.62 -.094 -.034 .103 .064 .177 .129 .049 .051 .182 (0.80)
11. MF 4.77 1.26 .016 .037 -.123 -.067 -.095 .153 .252* .195 .112 .068 (0.68)
12. PD 3.46 1.46 .125 .241* -.160 .007 -.183 .052 -.183 -.249* -.075 -.005 .010 (0.87)
13. UA 5.44 1.47 -.031 -.099 -.071 .177 .032 -.044 .207* .298** .159 .501** .297** -.207* (0.92) 14. BI1 4.69 1.71 .060 -.087 .036 -.056 .002 .237* .677** .570** .619** -.040 .150 -.122 .046
15. BI2 4.55 1.71 -.065 -.110 .063 -.040 .007 .206* .674** .575** .606** -.025 .198* -.166 .033 .881**
*. Correlation is significant at the 0.05 level (2-tailed).
**. Correlation is significant at the 0.01 level (2-tailed).
Note: Numbers in parenthesis indicate the construct's cronbach’s alpha.
Variables Coding:
Gender= Female (1) Male (0)
Age= Under 20 (1), 20-29 (2), 30-39 (3), 40-49 (4), 50-59 (5), 60 or above (6)
Education = High school (1), college or certificate (2), bachelor (3), master (4), doctorate (5)
Personal Networks Use= don't own a profile (1), rarely check my profile (2), seldom check it (3), check it frequently (4), always check it (5) Org. Size= up to 10 employees (1), up to 50 (2), up to 250 (3), 251-500 (4), 501-1000 (5), more than 1000 (6)
Org. Networks Use= Strict policies (1), loose policies (2), encourages use (3), owns a social profile (4), demands the use of social networks (5)
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Model Testing in PLS
Since two models BI1 and BI2 were used during our research, results of hypothesis testing are presented for both models. Two basic models (BI1 and BI2) were used to test hypothesis one to three. Since SmartPLS requires a larger sample size to test moderation, the decision to test each moderating effect separately was made (hypotheses four to seven).
Different figures and tables with the path coefficients will show the results. According to Moore, McCabe, Duckworth, and Alwan, (2009) a significant relationship is found *at 90% confidence level when t>1.65, **at 95% t>1.984, ***at 99% t>2.626.
Hypothesis one stated: Perceived usefulness of social networks for staffing activities will have a significant influence on behavioral intention to use this system. As expected the perceived usefulness of an individual towards a system will influence his/her behavior to use the system. This hypothesis was supported for Model BI1 (β= 0.34, t=2.55). As for model BI2 (β= 0.341, t=2.575), this hypothesis is also supported.
Hypothesis two stated: Perceived ease of use of social networks for staffing activities will have a significant influence on behavioral intention to use this system. Perceived Ease of Use also has a significant effect on Behavioral Intention to Use a system, the easier the individual perceives the system, the higher his/her behavioral intention to use it. This hypothesis was supported for Model BI1 (β= 0.225, t=2.31). As for model BI2 (β= 0.24, t=2.39), this hypothesis is also supported.
Hypothesis three stated: Subjective norms will have a significant influence on behavioral intention to use social networks for staffing activities in the organization. This
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hypothesis was supported for Model BI1 (β= 0.286, t=2.27). As for model BI2 this hypothesis is also supported (β= 0.273, t=1.85).
Tables 4.2 and 4.3 show the path coefficients, errors and t-values for hypotheses 1 to 3 for models BI1 & BI2. Figures 4.1 and 4.2 also show the models used for these hypotheses.
Table 4.2.
Path Coefficients, T-statistics for Hypotheses 1 to 3 Model BI1
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626 Table 4.3.
Path Coefficients, T-statistics for Hypotheses 1 to 3 Model BI2
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626 PU
Figure 4.1. Hypothesis 1-3 Model BI1 Figure 4.2. Hypothesis 1-3 Model BI2
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Hypothesis four stated: The relationship between subjective norms and behavioral intention to use is moderated by the espoused national cultural value of individualism/collectivism, so that the relationship is stronger for individuals with higher collectivist values. This hypothesis is rejected for Model BI1, (β= -0.45 t=1.129). As for model BI2 is also rejected (β= -0.4924, t=1.138). Refer to Tables 4.4 and 4.5 as well as Figures 4.3 and 4.4 for further details on this hypothesis.
Table 4.4.
Path Coefficients, T-statistics for Hypothesis 4 Model BI1
Path Coefficient, T-statistics for Hypothesis 4 Model BI2 Original
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Hypothesis five (a) stated: The relationship between perceived usefulness of the social networks for staffing activities and behavioral intention to use is moderated by the espoused cultural value of uncertainty avoidance, such that the relationship is stronger for individuals with a lower espoused uncertainty avoidance. This hypothesis is supported for Model BI1 (β= -1.3279, t=2.163). As for model BI2 (β=-0.2734, t=0.69) this hypothesis is rejected. Refer to Tables 4.6 and 4.7 as well as Figures 4.5 and 4.6 for further details on this hypothesis.
Table 4.6.
Path Coefficient, T-statistics for Hypothesis 5a Model BI1
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626 Figure 4.4. Hypothesis 4 model BI2 OSNUSE
Figure 4.3. Hypothesis 4 model BI1
68 Table 4.7.
Path Coefficient, T-statistics for Hypothesis 5a Model BI2
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626
Hypothesis five (b) stated: The relationship between perceived ease of use of the social networks for staffing activities and behavioral intention to use is moderated by the espoused cultural value of uncertainty avoidance, such that the relationship is stronger for individuals with higher espoused uncertainty avoidance cultural value. This hypothesis is supported for Model BI1 (β= 0.14, t=2.44). As for model BI2 (β= -0.8628, t=1.587) this hypothesis is rejected. Refer to Tables 4.8 and 4.9 as well as Figures 4.7 and 4.8 for further details on this hypothesis.
Figure 4.5. Hypothesis 5a model BI1 Figure 4.6. Hypothesis 5a model BI2 OSNUSE
69 Table 4.8.
Path Coefficient, T-statistics for Hypothesis 5b Model BI1
Path Coefficient, T-statistics for Hypothesis 5b Model BI2
Figure 4.7. Hypothesis 5b model BI1 Figure 4.8. Hypothesis 5b model BI2 OSNUSE
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Hypothesis five (c) stated: The relationship between subjective norms and behavioral intention to use is moderated by the espoused national cultural value of uncertainty avoidance such that the relationship is stronger for individuals with higher espoused uncertainty avoidance cultural values. This hypothesis is rejected for Model BI1 because the direction is contrary to the hypothesized (β= -1.139, t=2.027). As for model BI2 (β=-0.727, t=1.660) this hypothesis is also rejected. Refer to Tables 4.10 and 4.11 as well as Figures 4.9 and 4.10 for further details on this hypothesis.
Table 4.10
Path Coefficient, T-statistics for Hypothesis 5c Model BI1
Path Coefficient, T-statistics for Hypothesis 5c Model BI2
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Hypothesis six stated: The relationship between subjective norms and behavioral intention to use is moderated by the espoused national cultural value of power distance such that the relationship is stronger for individuals with higher espoused power distance cultural values. This hypothesis is supported for Model BI1 (β= 0.182, t=2.47). As for model BI2, this hypothesis is rejected (β=-0.014, t=0.086). Refer to Tables 4.12 and 4.13 as well as Figures 4.11 and 4.12 for further details on this hypothesis.
Table 4.12.
Path Coefficient, T-statistics for Hypothesis 6 Model BI1 Original
Figure 4.10. Hypothesis 5c model BI2 Figure 4.9. Hypothesis 5c model BI1
OSNUSE
72 Table 4.13.
Path Coefficient, T-statistics for Hypothesis 6 Model BI2 Original
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626
Hypothesis seven (a) stated: The relationship between perceived usefulness of the social networks for staffing activities and behavioral intention to use is moderated by the espoused national cultural value of masculinity/femininity such that the relationship is stronger for individuals with higher masculine cultural values. This hypothesis is rejected for Model BI1 (β= 0.482 t=1.204). As for model BI2 this hypothesis is accepted (β=0.726, t=1.667). Refer to Tables 4.14 and 4.15 as well as Figures 4.13 and 4.14 for further details on this hypothesis.
Figure 4.12. Hypothesis 6 model BI2 Figure 4.11. Hypothesis 6 model BI1
OSNUSE
73 Table 4.14.
Path Coefficient, T-statistics for Hypothesis 7a Model BI1 Original
Path Coefficient, T-statistics for Hypothesis 7a Model BI2
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626
Figure 4.14. Hypothesis 7a model BI2 OSNUSE
Figure 4.13. Hypothesis 7a model BI1
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Hypothesis seven (b) stated: The relationship between perceived ease of use of the social networks for staffing activities and behavioral intention is moderated by the espoused national cultural value of masculinity/femininity, so that the relationship is stronger for individuals with higher feminine cultural values. This hypothesis is rejected for Model BI1(β= -0.050, t=0.110). As for model BI2 (β=-0.184, t=0.515) this hypothesis is rejected. Refer to Tables 4.16 and 4.17 as well as Figures 4.15 and 4.16 for further details on this hypothesis.
Table 4.16.
Path Coefficient, T-statistics for Hypothesis 7b Model BI1 Original
Path Coefficient, T-statistics for Hypothesis 7b Model BI2 Original
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626
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Hypothesis seven (c) stated: The relationship between subjective norm and behavioral intention is moderated by the espoused national cultural value of masculinity/femininity, so that the relationship is stronger for individuals with higher feminine cultural values (β= 0.457., t=1.283). This hypothesis is rejected for Model BI1.
As for model BI2 (β=0.012, t=0.080), this hypothesis is rejected. Refer to Table 4.18 and 4.19 as well as Figures 4.17 and 4.18 for further details on this hypothesis.
Table 4.18.
Path Coefficient, T-statistics for Hypothesis 7c Model BI1
Figure 4.16. Hypothesis 7b model BI2 Figure 4.15. Hypothesis 7b model BI1
OSNUSE
76 Table 4.19.
Path Coefficient, T-statistics for Hypothesis 7c Model BI2 Original
Note: *Significant at 90% confidence level t>1.65, **at 95% t>1.984, ***at 99% t>2.626
Table 4.20 presents a summary of the hypotheses testing results for both models BI1 and BI2. Some of the proposed hypotheses were rejected and some supported. Figures 4.19 and 4.20 present the framework with the supported and rejected hypotheses.
Figure 4.18. Hypothesis 7c model BI2 Figure 4.17. Hypothesis 7c model BI1
OSNUSE
77 Table 4.20.
Hypotheses Testing Results Summary
Hypotheses Model BI1 Model BI2
Hypothesis 1:
Perceived usefulness of social networks for staffing activities will have a significant influence on behavioral intention to use this
Subjective norms will have a significant influence on behavioral intention to use social networks for staffing activities in the organization.
Supported Supported
Hypothesis 4:
The relationship between subjective norms and behavioral intention to use is moderated by the espoused national cultural value of individualism/collectivism, so that the relationship is stronger for individuals with higher collectivist values.
Rejected Rejected
Hypothesis 5a:
The relationship between perceived usefulness of the social networks for staffing activities and behavioral intention to use is moderated by the espoused cultural value of uncertainty avoidance, such that the relationship is stronger for individuals with a lower espoused uncertainty avoidance.
Supported Rejected
Hypothesis 5b:
The relationship between perceived ease of use of the social networks for staffing activities and behavioral intention to use is moderated by the espoused cultural value of uncertainty avoidance, such that the relationship is stronger for individuals with higher espoused uncertainty avoidance cultural value.
Supported Rejected
Hypothesis 5c:
The relationship between subjective norms and behavioral intention to use is moderated by the espoused national cultural value of uncertainty avoidance such that the relationship is stronger for individuals with higher espoused uncertainty avoidance cultural values.
Rejected Rejected
(continued)
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Table 4.20. (continued)
Hypotheses Model BI1 Model BI2
Hypothesis 6:
The relationship between subjective norms and behavioral intention to use is moderated by the espoused national cultural value of power distance such that the relationship is stronger for individuals with higher espoused power distance cultural values.
Supported Rejected
Hypothesis 7a:
The relationship between perceived usefulness of the social networks for staffing activities and behavioral intention to use is moderated by the espoused national cultural value of masculinity/femininity such that the relationship is stronger for individuals with higher masculine cultural values.
Rejected Supported
Hypothesis 7b:
The relationship between perceived ease of use of the social networks for staffing activities and behavioral intention is moderated by the espoused national cultural value of masculinity/femininity, so that the relationship is stronger for individuals with higher feminine cultural values.
Rejected Rejected
Hypothesis 7c:
The relationship between subjective norm and behavioral intention is moderated by the espoused national cultural value of masculinity/femininity, so that the relationship is stronger for individuals with higher feminine cultural values.
Rejected Rejected
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Figure 4.19. Hypothesis testing summary model BI1 Note: *indicate the hypotheses that have been accepted
Figure 4.20 Hypothesis testing summary model BI2 Note: *indicate the hypotheses that have been accepted
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