Measurement in Social Sciences - Research Paper Example

 msc advanced market research: measurement in social sciences Table of Contents 1Part I: initial construction of the questionnaire 1 1.1Perceived Usefulness / Performance Expectancy 1 1.2Perceived Ease of Use / Effort Expectancy 1 1.3Facilitating Conditions 1 1.4Social Influence 1 1.5Behavioral Intention 2 1.6Perceived Security Risk (Related to Cloud Computing) 2 1.7Perceived Trust (Related to Cloud Computing) 2 2Part II: Table with Relevant Descriptive Statistics 3 3Part III: Correlation Matrix 4 4Part IV: Cronbach’s Alpha 6 5Part V: Questionnaire Improvement 7 5.1Perceived Usefulness / Performance Expectancy: 7 5.2Perceived Ease of Use / Effort Expectancy 7 5.3Facilitating Conditions 7 5.4Social Influence 7 5.5Behavioral Intention 7 5.6Perceived Security Risk (Related to Cloud Computing) 7 5.7Perceived Trust (Related to Cloud Computing) 7 6Part VI: Complete Lime Survey 8 7Part VII: Barcharts and Boxplots 9 8Part VIII: Hypothesis Testing - Interpretations 13 8.1Hypothesis 15 1 Part I: initial construction of the questionnaire Cloud Computing: TAM + Trust/Security Risk 1.1 Perceived Usefulness / Performance Expectancy “Performance expectancy is defined as the degree to which using a technology will provide benefits to consumers in performing certain activities” (Venkatesh et al. 2013, p. 159). I find OwnCloud useful in my daily life. Using OwnCloud increases my chances of achieving things that are important to me. Using OwnCloud helps me accomplish things more quickly. Using OwnCloud increases my productivity. 1.2 Perceived Ease of Use / Effort Expectancy “Effort expectancy is the degree of ease associated with consumers’ use of technology” (Venkatesh et al. 2013, p. 159). Learning how to use OwnCloud is easy for me. My interaction with OwnCloud is clear and understandable. I find OwnCloud easy to use. It is easy for me to become skillful at using OwnCloud. 1.3 Facilitating Conditions “Facilitating conditions refer to consumers’ perceptions of the resources and support available to perform a behavior” (Venkatesh et al. 2013, p. 159). I have the resources necessary to use OwnCloud. I have the knowledge necessary to use OwnCloud. OwnCloud is compatible with other technologies I use. I can get help from others when I have difficulties using OwnCloud. 1.4 Social Influence “Social influence is the extent to which consumers perceive that important others (e.g., family and friends) believe they should use a particular technology” (Venkatesh et al. 2013, p. 159). People who are important to me think that I should use OwnCloud. People who influence my behavior think that I should use OwnCloud. People whose opinions that I value prefer that I use OwnCloud 1.5 Behavioral Intention “Behavioral Intention is determined by one’s attitude towards using. This attitude in turn is determined by two specific beliefs perceived usefulness” (Davis & Venkatesh, 1996). I intend to continue using OwnCloud in the future. I will always try to use OwnCloud in my daily life. I plan to continue to use OwnCloud frequently. 1.6 Perceived Security Risk (Related to Cloud Computing) Perceived risk is defined as the degree to which a person expresses uncertainty about a service or good and particularly, the consequence (Bauer, 1960). Data confidentiality and integrity has to be provided. Protection from data loss has to be guaranteed. Continuity and quality of service have to be ensured. The lack of control over the location of data requires specific security measures. I continuously check for official certification verifying the security of the cloud provider 1.7 Perceived Trust (Related to Cloud Computing) Trust is “a willingness to rely on an exchange partner in whom one has confidence” (Moorman et al., 1993, p. 82). I believe that my provider is not misusing his position to obtain extraordinary profits. I believe that my provider’s business will further exist in the future. I believe that my provider will guarantee compatibility with my software. I believe that my provider will provide up to date industry standards. 2 Part II: Table with Relevant Descriptive Statistics     Valid Cases Missing Missing % Mean Median Skewness Std. Error of Skewness Behavior   Usage Intention of Cloud-Storage Services next 4 weeks 347 15 4% 5,6 6,0 -1,0 0,1 Intention    I am planning to use Cloud-Storage-Services in the next 4 weeks 347 15 4% 5,3 6,0 -0,9 0,1   Intention: I am planning to use Cloud-Storage-Services on a regular basis in the future 345 17 5% 5,4 6,0 -0,9 0,1   Intention: My intention to use Cloud-Storage-Services in the next 4 weeks is … 345 17 5% 5,2 5,0 -0,8 0,1 Social Influence   People whose opinion I appreciate think I should Cloud-Storage Services 300 62 17% 4,3 4,5 -0,4 0,1   People who are important to me encourage me to use Cloud-Storage-Services 307 55 15% 4,5 5,0 -0,5 0,1   My social environment appreciate Cloud-Storage-Usage 315 47 13% 4,8 5,0 -0,7 0,1 Performance Expectancy   Use of Cloud-Storage-Services is useful for my everyday life. 349 13 4% 5,2 5,0 -0,8 0,1   By using Cloud-Storage-Services I can accomplish my tasks in a more efficient manner. 345 17 5% 4,8 5,0 -0,7 0,1   Use of Cloud-Storage-Services allows me to do data management faster. 346 16 4% 5,3 5,0 -0,9 0,1   Use of Cloud-Storage-Services increase my productivity. 354 8 2% 5,0 5,0 -0,7 0,1 Effort Expectancy   Use of Cloud-Storage-Service is easy for me. 357 5 1% 5,4 6,0 -0,8 0,1   Interaction with Cloud-Storage-Services is understandable for me. 348 14 4% 5,3 6,0 -0,8 0,1   Use of Cloud-Storage-Services is easy for me. 355 7 2% 5,5 6,0 -0,7 0,1   At all it is easy to learn for me how to use Cloud-Storage-Services. 350 12 3% 5,5 6,0 -0,9 0,1 Facilitating Conditions   I do have the necessary technical facilities to use Cloud-Storage-Services. 355 7 2% 6,1 7,0 -1,3 0,1   I do have the necessary knowledge to use Cloud-Storage-Services. 352 10 3% 5,5 6,0 -0,9 0,1   Cloud-Storage-Services are compatible to other applications I use. 334 28 8% 5,5 6,0 -0,7 0,1   In case of any difficulties with Cloud-Storage-Services I can ask other people for help. 330 32 9% 4,7 5,0 -0,6 0,1 Perceived Security Risk   In use of Cloud-Storage-Services my data could be lost. 335 27 7% 4,3 4,0 -0,1 0,1   Use of Cloud-Storage-Services threatens my privacy. 332 30 8% 4,1 4,0 -0,1 0,1   Use of Cloud-Storage-Service is insecure. 337 25 7% 4,1 4,0 0,1 0,1 Perceived Trust   I have confidence in data protection of Cloud-Storage-Services. 348 14 4% 4,6 5,0 -0,4 0,1   I think that providers of Cloud-Storage-Service are trustworthy. 346 16 4% 4,8 5,0 -0,6 0,1   I know what I can expect from Cloud-Storage-Services. 353 9 2% 5,4 6,0 -0,7 0,1 3 Part III: Correlation Matrix 4 Part IV: Cronbach’s Alpha     Cronbach's alpha Number Valid Behavior         Usage Intention of Cloud-Storage Services next 4 weeks     Intention   0,9 329   I am planning to use Cloud-Storage-Services in the next 4 weeks       Intention: I am planning to use Cloud-Storage-Services on a regular basis in the future       Intention: My intention to use Cloud-Storage-Services in the next 4 weeks is …     Social Influence   0,9 281   People whose opinion I appreciate think I should Cloud-Storage Services       People who are important to me encourage me to use Cloud-Storage-Services       My social environment appreciate Cloud-Storage-Usage     Performance Expectancy 0,8 326   Use of Cloud-Storage-Services is useful for my everyday life.       By using Cloud-Storage-Services I can accomplish my tasks in a more efficient manner.       Use of Cloud-Storage-Services allows me to do data management faster.       Use of Cloud-Storage-Services increase my productivity.     Effort Expectancy   0,9 338   Use of Cloud-Storage-Service is easy for me.       Interaction with Cloud-Storage-Services is understandable for me.       Use of Cloud-Storage-Services is easy for me.       At all it is easy to learn for me how to use Cloud-Storage-Services.     Facilitating Conditions   0,7 304   I do have the necessary technical facilities to use Cloud-Storage-Services.       I do have the necessary knowledge to use Cloud-Storage-Services.       Cloud-Storage-Services are compatible to other applications I use.       In case of any difficulties with Cloud-Storage-Services I can ask other people for help.     Perceived Security Risk   0,8 319   In use of Cloud-Storage-Services my data could be lost.       Use of Cloud-Storage-Services threatens my privacy.       Use of Cloud-Storage-Service is insecure.     Perceived Trust   0,8 335   I have confidence in data protection of Cloud-Storage-Services.       I think that providers of Cloud-Storage-Service are trustworthy.       I know what I can expect from Cloud-Storage-Services.     5 Part V: Questionnaire Improvement 5.1 Perceived Usefulness / Performance Expectancy: No improvements needed 5.2 Perceived Ease of Use / Effort Expectancy My interaction with OwnCloud is clear and understandable. Add: My interaction with OwnCloud is clear and understandable. 5.3 Facilitating Conditions I have the technological resources necessary to use OwnCloud. OwnCloud is compatible with other storage technologies I use. I can get help from others when I have difficulties using OwnCloud. Add: I can get help from others to solve problems I have with OwnCloud. 5.4 Social Influence No improvements needed 5.5 Behavioral Intention No improvements needed 5.6 Perceived Security Risk (Related to Cloud Computing) Data confidentiality and integrity has to be is provided. Add: Data confidentiality and integrity has to be is provided. Protection from data loss has to be is guaranteed. Continuity and quality of service has to be is ensured. Add: Continuity and quality of service has to be is ensured. The lack of control over the location of data requires specific security measures. I continuously check for official certification verifying the security of the cloud provider. 5.7 Perceived Trust (Related to Cloud Computing) No improvements needed 6 Part VI: Complete Lime Survey There was no stable Internet connection available at the university. Therefore this part was skipped in agreement with the professor. 7 Part VII: Barcharts and Boxplots Behavior question is left skewed: Left Skewness shows that the participants’ distribution on the behavior question was negative indicating a lower value than the mean. This shows that the participants were not statistically significant in determining the outcome. Intention questions are left skewed: Left Skewness shows that the participants’ distribution on the intention questions was negative indicating a value lower than the mean. This shows that the participants were not statistically significant in determining the outcome. Social influence questions are mainly normal distributed: Normal Skewness shows that the participants’ distribution on the social influence questions were evenly distributed indicating a values fairly resembling the mean. This shows that the participants were equally statistically significant in determining the outcome. Performance expectancy questions are mainly left skewed: Left Skewness shows that the participants’ distribution on the performance expectancy questions was negative indicating a value lower than the mean. This shows that the participants were not statistically significant in determining the outcome. Effort expectancy questions are mainly left skewed: Left Skewness shows that the participants’ distribution on the intention questions was negative indicating a value lower than the mean. This shows that the participants were not statistically significant in determining the outcome. However, while some responses showed right and normal skewness, left skewness appeared more frequently. Facilitating questions are mainly left skewed, with a slight tendency to normal distribution for the last facilitating chart. Left skewness indicates that the participants’ distribution on the intention questions was mainly negative indicating a value lower than the mean. However, a slight tendency to the normal distribution shows that participants were fairly statistically significant. Perceived security risk answers are mainly normal distributed: Normal Skewed questions show that the participants’ distribution on the intention questions normal with almost even distribution and indicates a value closely tied to the mean. This shows that the participants were not statistically significant in determining the outcome. Perceived trust answers are mainly normal distributed, with a slight tendency to left skewness for the first chart: Considering the first chart, it is observed that the perceived question distribution is left skewed indicating that participants with opposing opinions were not statistically significant. On the other hand, normal distribution observed on the other charts show that all responses were evenly of normally statistically significant. The seventh boxplot (from the left) shows very little variance and many outliers. Thus this question could be excluded. The second and ninth boxplot (from the left) have only very few outliers, which are acceptable. The second, fifth, and last boxplot (from the left) shows very little variance and many outliers. Thus these three question could be excluded. The first and seventh boxplot (from the left) have only very few outliers, which are acceptable. 8 Part VIII: Hypothesis Testing - Interpretations The original model did not reach the desired RMSEA value: The RMSEA value just reached 9%. Therefore the fit was improved by deleting TR_2 With that the RMSEA decreased to just 7.6% Obtaining the RMSEA values Large samples provide a challenge in their analysis. In order to resolve this challenge, the use of the Root Mean Square Error Approximation is considered. In cases where chi-square statistics are applied, RMSEA is useful as it is with this research. Using the formula, RMSEA = √ max([((χ²/df)-1)/(N -1)] , 0) χ² = RUMM2030 chi-square value, df = freedom degrees and N = sample size. RMSEA has an probable 0-value when the model accommodates the data. Data overfit to the model, χ²/df < 1, is considered insignificant. “For a given χ², RMSEA decreases as sample size, N, increases (Rasch, 2015)”. 8.1 Hypothesis H1: Effort Expectancy has an influence on Intention  Was rejected with a p-value of 0.389 H2: Performance Expectancy has an influence on Intention  Could not be rejected with a p-value of *** H3: Social Influence has an influence on Intention  Could not be rejected with a p-value of 0.005 H4: Facilitating conditions have an influence on Intention  Was rejected with a p-value of 0.681 In general the whole model is quite strong with a Chi-square of 641,984. Read More