华北电力大学专业英语结课论文解析

phones: The influence of social needs, social influences and convenience

Author(s): Norazah Mohd Suki Abstract: Purpose – The purpose of this paper is to assess whether social needs, social influences and convenience of smart phones affects students’ dependence on them. This research also examines whether students’ dependence on smart phones influences their purchase behaviour. This investigation is conducted among the students in a public university in the Federal Territory of Labuan, Malaysia.

Design/methodology/approach –The research used a multiple regression analysis in an attempt to achieve the objective. The construct validity was assessed by computing the principal axis factor with varimax rotations. In total, 200 completed and usable questionnaires were received from the respondents who comprised students from a public university in the Federal Territory of Labuan, Malaysia. A simple random sampling method was utilised where every unit in the population had an equal chance to be selected.

Findings –Results via multiple regression analysis revealed that social needs and social influences significantly affect students’ dependence on smart phones. The first was found to have the strongest effect. A strong relationship 标题: 学生对智能手机的依赖性：社会需求的影响，社会影响和便利

作者: Norazah Mohd Suki

目的-本文的目的是评估社会需求、社会影响和便利的智能手机是否会影响学生对它们的依赖。这项研究还考察学生对智能手机的依赖是否影响他们的购买行为。本次调查是在马来西亚纳闽联邦直辖区一所公立大学的学生中进行的。

设计/方法/方式-本研究试图采用多元回归分析方法达到目的。结构效度是通过计算主轴因素和最大旋转方差进行评估。总体而言，从来自马来西亚纳闽联邦直辖区一所公立大学的学生中收到200完整的有效问卷。简单的随机抽样方法被运用在每个人都有被选中的平等的机会。

调查结果–通过多元回归分析表明，社会需要和社会影响显著影响学生对智能手机的依赖。第一个被发现的作用最强。对智能手机的依赖和学生购买行为之间存在着一个强大的关系。

smart phones and students’ purchase behaviour.

Research limitations/implications –This study contributes significantly in confirming findings from similar research

that could furnish statistical evidence in research findings to the smart phone provider in meeting customer needs to better create up-to-date smart phones with recent features through strategic, holistic marketing management and planning.

Practical implications –This research should contribute significantly to academics and educational developers in encouraging the students’ use of personal technologies such as smart phones and tablet PCs to enhance their learning process. On the smart phone provider side, the research findings could motivate them to continuously increase the smart phone functionality to be more relevant to students. The fact that dependence on smart phones contributes significantly in the students’ purchase behaviour may lead to better insights that they depend on the smart phone, which causes them to feel insecure when it is not with them. Their positive experience with smart phones outweighs their negative experience, as their usage of smart phones is high.

Originality/value – The research provides a unique perspective of

研究局限性/影响-这项研究可以提供统计证据，在智能手机供应商为了满足客户需要，更好地通过战略创造与最近最新智能手机的特点，全面改善营销管理与规划方面做出了显著贡献。

实用意义-研究应在学者和教育发展以及鼓励学生利用个人技术，如智能手机和平板电脑来提高他们的学习方面做出显著贡献。在智能手机供应商方面，研究发现可以促使他们不断增长智能手机的功能，以更加吸引学生。事实上，大学生在智能手机上的依赖，这是他们感到不安的同时，也大大有助于在他们在购买时会对智能手机于更好的见解。随着智能手机使用率的提高，其正面影响远远超过其负面影响。

students’ dependence on smart phones, which is not much covered in the literature in the Malaysia context. The measurement produced can be used as a research tool for more exploratory and explanatory research regarding students’ use of personal technologies such as smart phones and tablet PCs.

Keyword(s):Malaysia; Universities; Students; Consumer behaviour; Mobile technology; Social needs; Social influence; Regression.; Smart phones; Purchase behaviour; Dependence

Introduction

Smart phones are mobile phones with more advanced computing ability and connectivity that comprises of functions such as portable media players, low-end compact digital cameras, pocket video cameras and global positioning system (GPS) .The popular mobile operating systems (OS) installed in the smart phones include Apple's iOS, Google's Android, Nokia's Symbian and RIM's BlackBerry OS. Smart phones have become necessary for consumers and this has boosted the smart phone demand in the market. With the popularity and functions offered in the smart phones, there has been an increase in demand. in most developed countries, mobile phone have become an inseparable part of everyday life and a majority of people carry them all the time.

创意/价值-该研究在学生对智能手机的依赖方面提供了一个独特的视角，这在马来西亚文献中是不易查找到的。这种方法可以作为一种研究工具，对学生使用的个人技术，如智能手机和平板电脑做出更多的探索和解释性研究。

关键词:马来西亚;大学;学生;消费者行为;移动技术;社会公共需求;社会影响;依赖;智能电话; 购买行为;衰退

引言

智能手机是移动电话具有更先进的是计算能力和连通性的功能，如便携式媒体播放器，低端紧凑型数码相机，袖珍摄像机和全球定位系统（GPS）导航设备。安装在智能手机上的流行的移动操作系统（OS），包括苹果的iOS，谷歌的Android，诺基亚的Symbian和RIM的黑莓操作系统。智能手机已经成为必要的消费品，这也推动了智能手机的市场需求。随着智能手机上互联网的普及，出现了需求的增加。在大多数发达国家，手机已经成为人们日常生活中不可分割的一部分，大多数人所有时间都携带手机。

It is noted by Jacob and Isaac (2008)

that university students are among the highest contributors to the increasing number of smart phone sales. The factor that most influences the increase in smart phone usage is the functionality that helps users in their daily life especially business people and university students. Hence, this research aims to assess students’ dependence on smart phones and its impact on their purchase behaviour. This research assess whether social needs, social influences and convenience of smart phones affects students’ dependence on them. Research findings could furnish statistical evidence in research findings to the smart phone provider in meeting customer needs to better create up-to-date smart phones with recent features through strategic, holistic marketing management and planning.

Literature review

Consumers have become highly dependent on smart phones which they can use when they commute, relax at home, travel overseas and so on. Consumers are perceived to be dependent on their smart phones when they view them as a necessity and have strong propensity for continuous high usage, being engaged and unwilling to part from them. Thus, consumers’ expectations for future purchase behaviour will be affected by their past experience as they are heavily dependent on smart phones because of the underlying motives. Suki and Suki (2007) found that heavy mobile phone

据雅各伯和艾萨克（2008）指出，大学生是智能手机的销售数量的增加的最大贡献者。最重要的影响因素是，智能手机的功能的增加，可以在用户的日常生活中提供帮助，尤其是商务人士和大学生。因此，本研究的目的是评估学生对智能手机的依赖对他们购买行为的影响。评估社会需求，社会影响和智能手机的便利是否影响学生对它们的依赖。研究结果可作为统计证据，研究智能手机供应商在满足客户需要，更好地通过战略创造与最近最新智能手机的特点，全面改善营销管理与规划。

文献综述

消费者已变得高度依赖于智能手机，当他们上班，在家休息，海外旅行等时都可以使用。消费者认为这是一种必然，并有很高的倾向且保持高的使用率，不远离开它们。因此，消费者未来的购买行为将受到他们对智能手机依赖性的严重影响。Suki and Suki (2007)发现大量手机用户

拥有一个高知识水平，有更多的社会参与，保持广泛的人际网络，并与社会系统内外的人接触。Peterson and Low (2011)的人表示，学生看网站，检查他们的电子邮件

users possess a higher level of knowledge, have more social participation, maintain extensive interpersonal networks and have contact with people not only within the social system but also outside it. This is supported by Peterson and Low (2011) who stated that student look at web sites, check their e-mail and use social networking sites such as Facebook and Twitter most often.

Social needs

Social needs include love, affection, belonging and acceptance. Smart phones significantly vary the way people live, shop, buy, research, play and connect to the world besides developing and expanding a sense of affection among one's circle of friends and family members. Smart phone devices are programmed with various software tools, which allow the users to interact with other users more efficiently, and effectively without geographical limitations .Smart phones offer larger and higher resolution screens and provide consumers with a tremendous array of features, including mobile web browsing, thousands of applications,

e-mail, instant messaging, picture messaging, video and audio playback, GPS, games, a video camera, picture and video editing and much more. In Peterson and Low's study, almost

three-quarters of the students stated that they used the contract or package provided by the smart phone provider 和社交网站如facebook和Twitter是最经常的。

需求

包括爱情，亲情，归属感和承诺。智能手机显著改变着人们的生活方式，商店，购买，研究，娱乐并连接到世界朋友圈和家庭成员。智能手机的编程与各种软件工具，允许用户与其他用户更有效和高效的不受地域限制地进行交互。智能手机提供更大和更高分辨率的屏幕，为消费者提供一个巨大阵列功能，包括移动网页浏览，成千上万的应用程序，电子邮件，即时消息，彩信，视频和音频播放，GPS，游戏，摄像机，图片和视频编辑以及更多。在Peterson and Low's的研究，几乎有四分之三的学生表示，智能手机的供应商给予他们和他们的移动电话无限或有限的互联网服务满足他们的需求。因此，本研究假设：

H1：社会需要显着影响学生的智能手机依赖。

which gives them with unlimited internet access on their mobile phone or limited internet service sufficient for their needs. Consequently, the study hypothesizes that:

H1：Social needs significantly affect the students’ dependence on smart phones

●Social influences

Social influence is related to the way other people affect one's beliefs, feelings and behaviour.It is likely that the individual will adopt the particular thought, attitude, feeling and behaviour as well. Schiffman et al stated that the influences of social class, culture and subculture, although less tangible, are important input factors that are internalized and affect how consumers evaluate and adopt products. The intention to buy a brand is based on a consumer's attitude towards the brand as well as the influence of social norms and other people's expectations. Friends and family members are seen as social influences perceived to be important to consumers in promoting and encouraging greater dependence on smart phones. Consumers may be susceptible to social influence by observation, perception or anticipation of decisions made by others in relation to smart phones. Therefore, it is hypothesized:

H2. Social influences significantly affect the students’ dependence on smart phones

●Convenience of smart phone 社会影响

社会影响力关系到一个人的信念，情感和行为。这很可能是个别的想法，态度，情感和行为。斯齐夫曼等人指出，社会阶层的影响，文化和亚文化的影响，虽然不太明显，但是重要的投入要素，影响消费者如何评价和采用的产品。有意购买一个品牌是基于消费者的品牌态度以及社会规范和其他人的期望。朋友及家庭成员的影响都视为社会影响，是促进和鼓励消费者对智能手机更大的依赖的重要影响力。消费者容易通过观察受到社会的影响，对智能手机的感知和期望受别人影响。因此，它假设：

H2：社会影响显著影响学生对智能手机的依赖。

The smart phone allows users to do things that they never thought possible

without being tethered to a home or office computer, from comparing store prices and searching for restaurant reviews to checking into a hotel and social networking at anytime and anywhere. With a smart phone and free software download, a user can swipe the barcode of a product in a physical store and then generate the product and company information automatically and promptly in real time. By means of smart phones, consumers can easily and quickly shop for products across multiple channels with substantially greater levels of convenience, flexibility, efficiency and personalization. This shows that advances in mobile technologies provide promising further benefits. Thus, the study hypothesized that:

H3. Convenience significantly affects students’ dependence on smart phones. Dependence on smart phone Mobile revolution is rapidly converting people from using ordinary mobile phones to smart phones in both developed and developing countries. People are inseparable from their smart phones and they are more likely to use mobile technologies to access different types of information. Peterson and Low state that a high percentage of students will upgrade their mobile phones to smart phones in the next 12 months, indicating a positive take up. Hence, the following hypothesis is proposed: 智能手机的便利

智能手机使用户能够做的事情，他们从来没有想过使用家里或办公室的电脑，在任何时间和任何地点，从比较商店的价格和寻找餐厅评论到酒店检查和社交网络。随着智能手机免费软件的下载，用户可以刷实体店产品的条形码，然后自动、及时生成产品和公司实时信息。通过智能手机，消费者可以方便快捷地查看各个通道和各个层次的产品，具有方便，灵活，高效和个性化的特点。这表明移动技术的进步提供进一步的好处。因此，本研究假设：

H3：方便的显著影响学生对智能手机的依赖。

对智能手机的依赖

移动革命正在迅速转换发达国家和发展中国家的人们从使用普通手机到智能手机。人们离不开他们的智能手机，他们更倾向于使用移动技术来访问不同类型的信息。Peterson and Low表明大部分学生将在未来的12个月升级他们的手机到智能手机，这表明一个积极的态度了。因此，提出以下假设：

H4：在智能手机上的依赖性明显影响大学生购买行为。

基于以上研究，提出了研究的理论框架，如图1。

H4. Dependence on smart phones

significantly affects students’ purchase

behaviour.Based on the above

literatures, the study proposed the

theoretical framework as presented in

Figure 1

Figure 1 Theoretical framework

Results and discussion

Table I depicts the descriptive analysis

of demographic profile of respondents. A

total of 49 per cent of the respondents

were male compared to 51 per cent

female. A large number of respondents

came from the age group of 20 years old

and above (97.5 per cent). The majority

of the respondents were Malays with 54

per cent, followed by the Chinese with

35.5 per cent. Students undertaking

bachelor degree represented the largest

number of respondents with 68 per cent,

followed by students holding STPM 19.5

per cent and diploma with 10 per cent

结果与讨论

表一描述了受访者的人口状况的描述

性分析。受访者共有51％的女性和49％

为男性。大量的受访者来自20岁及以上

年龄组（97.5％）。大部分的受访者是马

来西亚人（54％），其次中国35.5％。本

科学生为代表的受访者最多占68％，其次

是持STPM学生19.5％和持文凭学生

10％。

Table I Demographic profile of respondents

Experience with the smart phone Table II presents the students’ experience with the usage of smart

phones. In total, 30 per cent of the students say yes to the statement “I have used a smart phone more than two years”. Next statement on “My smart phone application is easy to find”, a bigger group of students (73.5 per cent) state yes. For “My smart phone is reliable all the time”, 72.5 per cent of the students voted yes. In total, 78 per cent students were of the opinion that “My smart phone is fast and effective”. Of the students, 42 per cent bought a smart phone at a price of RM1,501 or more. With regard to the type of operating system used within the smart phone, 36 per cent of students use Android while only 8 per cent go for iOS and 2 per cent take up Windows Phone. Meanwhile, RIM BlackBerry OS is used by 14.5 per cent students. 智能手机的体验

表二介绍了学生对智能手机的使用体验。总体而言，30 %的学生说：“我用智能手机两年多了”，更多的人（73.5％）说：“我的智能手机应用程序很容易找到”。72.5 %的学生赞成“我的智能手机时间可靠”。总的来说，78％的学生都认为，智能手机是快速和有效的。42 %的学生买了一个单卡智能手机。针对在智能手机使用的操作系统类型，36％的学生使用Android，而只有8％是iOS ，2％的Windows Phone。与此同时，14.5％的学生使用RIM 的黑莓操作系统。

Table II Experiences with the smart phone

●Reliability testing

Reliability testing was performed to investigate the reliability of the collected data. The acceptable value of coefficient reliability is more than 0.70 with higher values symbolizing higher reliability among the indicators. Table III presents the result of reliability testing where the total scale of reliability for this study varies from 0.722 to 0.896 after removal of one item each from social influence and convenience factor, all factors exceeding the minimum limit of 0.70 are believed reliable.

Table III Reliability analysis

●Correlation analysis between

variables

Pearson correlation measures the correlation between two or more variables. Correlation coefficients can range from the value of ?1.00 to +1.00 . The value of ?1.00 represents a perfect negative correlation while a value of

+1.00 represents a perfect positive correlation. Table IV shows that all the factors affecting the purchase behaviour (social needs, social influence, convenience and dependence) are positively correlated and the correlation coefficient is between 0.078 and 0.911. 可靠性测试

可靠性测试可以调查所收集数据的可靠性。可接受的系数可靠性的值大于

0.70，可靠性数值越高，象征着越高的可靠性指标。

表三给出了可靠性试验数据，可靠性研究的总规模变化从0.722到0.896，是每一个项目的社会影响和便利因子去除后的结果，所有的因素超过0.70的最低限制被认为是可靠的。

变量之间的相关性分析

Pearson相关测量两个或多个变量之间的相关性。相关系数的范围可以从-1.00到+1.00。?1的价值是一个完美的负相关，而值+ 1是一个完美的正相关。表4显示所有的因素影响购买行为（社会需求，社会影响，方便性和依赖性）呈正相关，相关系数为0.078到0.911之间。因此，在这项研究中没有多重共线性问题。所有项目的斜偏度范围从-0.279到0.566，浮动低于±2.0。同样，峰度值范围从-0.234到0.116远低于±10的阈值。无论是偏度和峰度都低于所述的值，这意味着分数近似“正态分布”或“钟形曲线”。

Hence, there is no multicollinearity problem in this study. The skewness of all the ite ms ranges from ?0.279 to 0.566, below±2.0. Similarly, the values for kurtosis ranges from ?0.234 to 0.116 well below the threshold of ±10. Both the skewness and kurtosis are below the said value, signifying that the scores approximate a “normal distribution” or “bell-shaped curve”.

Table IV Correlations analysis

Relationship between social needs, social influences and convenience

of smart phones with dependence

on them

To test the relationship between social needs, social influences and convenience of smart phones with dependence on them, multiple regression analysis was performed. Table VI infers that the F-statistics produced (F=191.086) is significant at 1 per cent level (significance F<0.01). Adjusted R 2 is 0.741. These indicate that social needs, social influence and convenience explained 74.1 per cent in dependence on smart phones. Furthermore, tolerance value ranges 0.967-0.981, are well above 0.10. The highest variance inflated factor (VIF) 社会需求，社会影响和便利的智能手机与他们之间的依赖关系

测试社会需求，社会影响和方便智能手机与他们的依赖关系，采用多元线性回归分析方法。表5，生产（F =191.086）的F统计量为1％（意义F＜0.01）的显著水平。调整后的R 2为0.741。这表明，社会需求，社会影响力和便利的智能手机的依赖值74.1％。此外，公差值的范围0.967-0.981，远高于0.10。从最高的方差膨胀因子（VIF）值可以看出，社会需求的因子（1.035），比5小很多。因此，独立变量之间的共线性在统计上是显著，说明没有多重共线性。

value can be seen in social needs factor (1.035), and is much smaller than 5. Hence, multicollinearity among the independent variables is statistically significant, indicating absence of multicollinearity

Table VRelationship between social needs, social influences and convenience of smart phone with dependency on smart phone

The most important factor that significantly influences students’ dependence on smart phones is social needs as tested in H1. H1 reveals there is a significant relationship between social needs and students’ dependence on smart phones (p=0.000) at 95 per cent significant level. Therefore, H1 is supported with β1=0.864 and

t-value=23.568. This significant result is analogous with Auter (2007) and Donahue's (2010) study. This study confirms that students heavily and

显著影响学生对智能手机的依赖的最重要的因素是社会需要的H1试验。H1揭示了社会需求和学生的智能手机依赖性之间存在95％的显著相关关系（P = 0）。因此，H1支持β1 = 0.864和t= 23.568的结果。这个重要的结果是类似于Auter 和Donahue的研究。这项研究证实，学生十分积极的使用智能手机通过社交网站如Twitter，Facebook和MySpace等与朋友和家人联系。换句话说，智能手机让他们与那些他们关心的人联系。有趣的是，智能手机使他们更容易遵守全球的时间差距，一周七天，一天24小时，一年365天。

actively use smart phones to stay connected with friends and family through social networking web sites such as Twitter, Facebook, MySpace, etc.). In other words, smart phones allow them to stay connected with those they care about. Interestingly, smart phones make

it easy for them to observe what's happening globally at any time seven days a week, 24 hours a day and 365 days a year.

Next, findings in Table VI confirm that social influence is the second significant factor that affects students’ dependence on smart phones (β2=0.727, p<0.05). Hence, H2 is supported by and agrees with the discovery by Park and Chen (2007). This confirms that social influences such as pressure from friends and family influence their usage rate of smart phones. Indeed, they are concerned whether their friends like the brand of smart phone they are currently using and would buy a smart phone if it helped them to fit in with their social group. It is of surprise to note that respondents in this study express that convenience of smart phones does not affect their purchase behaviour (p=0.306, β3=?0.038, t-value=?1.027). Therefore, 其次，表6的研究结果证实，社会影响力是影响学生对智能手机依赖的第二重要因素（β2＝0.727，P＜0.05）。因此，H2受到了Park and Chen的发现的支持。这证实了社会影响力因素，如来自朋友和家人的压力影响智能手机的使用率。事实上，他们关心他们是否正在使用他们的朋友喜欢的智能手机品牌，并会买一个以便融入自己的社会群体。它指出，在这项研究中的受访者表示，便利的智能手机并不会影响他们的购买行为（P = 0.306 ，β 3 = -0.038 ，t= -1.027）。因此，建议H3

不支持的数据被拒绝。结果表明它们具有相反的视角，从“有一个智能手机就像是兼具手机和电脑在一起，这使他们能够自己去任何地方获得学习材料，因此他们喜欢携带智能手机，而不是一台笔记本电脑”。先前的研究由Goldman得出矛盾的结果。