Chapter 3 Research Methodology

This chapter is intended to study research model, variable and measurement,

population, sample, sampling technique, data collection technique and technique of
analysis.
3.1 Research Model
Perceived
Usefulness
H1
Perceived
Ease of Use

H2

H4
Attitude

Intention to use

H
Perceived
Enjoyment

3.2 Hypothesis
There are 7 hypotheses can be made from the Theoretical Framework above, the
hypotheses are:
Hypothesis 1: There is a positive relationship between Perceived Usefulness and Attitude
towards using social networking sites.
Hypothesis 2: There is a positive relationship between Perceived Ease of Use and
Attitude towards using social networking sites.
Hypothesis 3: There is a positive relationship between Perceived Enjoyment and Attitude
towards using social networking sites.
Hypothesis 4: There is a positive relationship between Attitude towards using Social
Networking and Behavioral Intention to use social networking sites.

3.3 Type of Study

Correlational Study had been explored throughout the study. This study was
focusing on the students of Disted College in order to predict the relationship among the
perceived usefulness, perceived ease to use, and perceived enjoyment with their intention
towards social networking sites.
3.4 Nature of Study
The study setting is non-contrived setting which is performed in the natural
environment. Non-contrived setting is natural environment where work
proceeds normally. (Sekaran & Bougie, 2013). Researchers are interested to
explain the important variables associated with the problem. Besides, this

research is a cross sectional study, it is because the questionnaire had been collected for
only once for conducting this research.
3.5 Hypothesis Testing
Hypothesis testing study enhances understanding of relationships among
variables. This study was performed towards Disted students intention to use social
networking sites. According to Sekaran and Bougie (2013), studies engage in hypothesis
testing are usually explain the nature of certain relationships.
3.6 Unit of Analysis
The unit of analysis of this study is student who study in Disted College.
3.7 Research site
The study is focus on Disted College.

3.8 Population, Sample Size and Sampling Technique.

The population of this study consists of all of the students in Disted College.
Non-probability purposive convenient sampling method was applied in the purpose of
saving cost and limited time for us to conduct research. We selected 100 respondents
from the population. The reason we selected 100 sample sizes is to increase the for better
explanatory and also increase the accuracy of our research results.
3.9 Scales and Measurement
Likert scale had been used in the questionnaire, the respondents are required to specify
whether they agree or disagree the statements by using 5 point scale that is:
Strongly Disagree
1
Disagree
2
Neutral
3
Agree
4
Strongly agree
5

3.10 Variables from the framework

3.10.1 Independent Variable

There are 3 independent variables (IV) shown in Table 3.1 below in this study.
The independent variables was measured on all the items shown in Table 3.1 by using 5point Likert scale ranging from Strongly disagree (1) to Strongly Agree (5).The 3
independent variables in Table 3.1 below which are:
Variable

Item

Source/adapted
from

Perceived

Overall, SNSs are useful.

Hu

Usefulness (PU)

SNSs benefit me.

Venkatesh

SNSs are an effective tool.

et

al.

(2011)
et

al.

(2003)

I consider that SNSs are

useful to me.
Perceived Ease of I find SNSs to be easy to Davis (1989)
Use (PEOU)

use.
It was easy to learn how to
use SNSs.
Using SNSs is not difficult.

Perceived

I have fun using SNSs.

Enjoyment (PE)
Using SNSs is pleasant.
I find using SNSs to be
enjoyable.

3.10.2 Dependent Variable

Davis et al. (1992)

There is 1 independent variables (DV) shown in Table 3.2 below

in this study. The dependent variables was measured on the item
shown in Table 3.2 by using 5- point Likert scale ranging from Strongly
disagree (1) to Strongly Agree (5).The dependent variables in Table
3.2 below which is:
Variable

Item

Source/adapted
from

Behavioral
Intention
(BI)

I intend to use SNSs in the Hu

to

Use next

months

In

et

al.

the Venkatesh

future.
I am very likely to use
SNSs.
I predict that I will use
SNSs in the next 6 months.

(2003)

(2011)
et

al.

3.11 Questionnaire Design

We had distributed a total of 100 questionnaires to respondents. There are a total
of 28 questions include some demographic question to measure the intention to social
networking sites. Table 3.3 below shows the description of constructs used in the
questionnaire:Item no.
PU1, PU2, PU3,

Variable
Perceived Usefulness

PU4

Sources
Hu et al.

No. of item
4

(2011)
Venkatesh et
al. (2003)

PEOU1, PEOU2,

Perceived Ease of

PEOU3

Used

PE1, PE2, PE3

Perceived Enjoyment

Davis (1992)

ATT1, ATT2,

Attitude

Juhani Iivari

ATT3

BI1, BI2, BI3

Davis (1989)

(2014)

Behavioral Intention

Hu et al. (2011)
Venkatesh et al.
(2003)

3.12 Data Collection Method

Questionnaires served as our data collection method. The questionnaires had been
distributed to Disted College students while the data had been collected through
structured questionnaires and analyzed by using Statistical Software Package for Social
Science (SPSS) software. There are several techniques that we have been used for
analysis, such as:
3.12.1 Validity Test
Validity tests are importance in testing the goodness of measures. A scale is said
to have content validity if the scale contained adequate and representative set of item to
measure the theoretical domain of the construct (Churchill, 1979; Pedhazur and
Schmelkin, 1991). It ensures the measure includes the representative set of items are
adequate. According to Sekaran and Bougie (2013), content validity will be lesser if the
scale items that represent the domain of the concept being measured are less.
3.12.2 Reliability Test
Reliability test is a test to ensure the test is accuracy and precision of the
measuring instruments (Asaad, Abubakar, Hailaya, & Wilham, 2004). According to Hair
et al. (2010), an acceptable factor loading value is more than 0.5 and when it is equal to
0.7 and above it is considered good for one indicator.

3.12.3 Correlation Analysis

Correlation analysis is a technique that measures the relationship between two
variables. The result shows if there are any changes in an item. Durbin-Watson test was
used in the study. It is a test for autocorrelation means that this test was used for firstorder serial correlation in the residuals of a time series regression. In other words, it is
used to validate the independence of error term which means that the predicted value of
the dependent variable is independent of other predicted value. In Durbin-Watson, a value
below 1.5 or above 2.5 is considered as unacceptable while the value between 1.5 and 2.0
is considered as acceptable (Weil, Wagner and Frank, 2001). This implies that no problem
of auto-correlation
3.12.4 Descriptive Analysis
Descriptive statistics are ways of summarizing large sets of quantitative
(numerical) information (Boeree, 2005). The data were easier to understand and interpret
by using data analysis. It has performed well in hypothesis testing. The most common
descriptive analysis involves the measurement of central tendency and also dispersion
(Pidwirny, 2006). There are three measurements of central tendency which is mean,
median and mode .The coefficient ranges from -1.0 to +1.0 where -1.0 is a strong inverse
relationship, 0 indicates no relationship and +1.0 is a strong direct relationship.

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