Page 73 - Azerbaijan State University of Economics

Maral Jamalova: Socıal Influence and Smartphone Adoptıon in Collectıvıstıc Country:
Evıdence from Azerbaıjan

H6. The gender of respondents moderates the relationship between social influence
and actual use.

H7. There is a significant relationship between habit and actual use.

METHODOLOGY

SAMPLING TECHNIQUE

Considering that young adults are the main target group that uses smartphones the
most frequently, the author of the current survey chose them as a target group. The
collection of responses was conducted using the convenience sampling technique.
The author is well aware of the limitations of the convenience sampling technique
that restrain generalizing potential of the study (Babbie, 2016). The respondents
th
th
could answer the question between the 25 of October till the 25 of December (two
months), 2019. In order to increase the number of respondents, an online version of
the questionnaire was used at the same time as a paper version. The online survey
was conducted through Facebook; the questionnaire was shared among young adults
which is an approach for analyzing customers’ behavior (Gazley, Hunt, & McLaren,
2015). After performing data screening and exclusion of incomplete and duplicate
responses, a total sample of 394 respondents (200 females and 194 males) was used
for further analysis. Hypotheses testing was done by using SmartPLS (Ringle,
Wende, & Becker, 2015) and SPSS 23.0 (IBM Corp., 2015) software.

Table: Demographic Profile of respondents
Demographic profile Frequency Percentage
Gender Female 200 50.7%
Male 194 49.3%
Total 394 100 %
Age 16 - 18 223 56.6 %
19 – 24 161 40.8 %
25 – 35 10 2.5 %
Brand Huawei 14 3.56%
iPhone 139 35.28%
Samsung 138 35.02 %
Xiaomi 67 17%
Others 36 9.14%

Source: own editing

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