Internet-based channel
Table 4: Ordinal logistic regression of the Internet-based channel usage
|
VARIABLES |
^ OR |
^ SE(OR) |
^ β |
^ 95% CI (OR) |
p-value |
|
Desire for control |
.934 |
.097 |
-.068 |
(.76,1.15) |
.512 |
|
Enjoyment with technology |
1.779 |
.233 |
.576 |
(1.38, 2.3) |
.000 |
|
Preference for technological |
1.145 |
.103 |
.135 |
(.96,1.37) |
.13 |
|
Perceived service quality |
.749 |
.081 |
-.289 |
(.6,.93) |
.008 |
|
Perceived service quality of |
1.136 |
.099 |
.128 |
(.96,1.35) |
.142 |
|
Perceived service quality of human- |
1.282 |
.074 |
.248 |
(1.14,1.44) |
.000 |
|
Perceived risk |
.945 |
.087 |
-.057 |
(.79,1.13) |
.541 |
|
~ χ= | |||||
|
Proportional Odds assumption |
18.14 |
p-value = .201 |
Measures of fit
|
LRT (df) a |
49.41 (7) |
p-value |
Log- | ||
|
.000 |
likelihood |
-1693.1 | |||
|
AIC |
2.322 |
AIC*n |
3406.13 |
Number obs. |
1467 |
|
BIC b |
-7236.82 |
BIC’ |
1.626 | ||
a The likelihood ratio test is performed against the log-likelihood of the intercept-only model. In brackets are
degrees of freedom.
b The BIC criterion is more adequate for comparing models than just per se. The value of the statistic is reported
here for information purposes. It was used for comparison between models.
Again, channel frequency usage is determined by cognitive and affective reasons. The
affective factors include enjoyment with technology, preference for dealing with
technological interfaces, and desire for control (supporting H1, H2 and H3). Enjoyment with
technology is only relevant for the explanation of the Internet-based channel usage frequency.
This variable represents the pleasure dimension of technology usage, describing the joy and
excitement one feels emotionally when interacting with technology, which is in line with the
higher technology content (compared to other channels) of this channel.
21
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