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Uber, a ridesharing service company has recently entered the Nepalese market

INSTRUCTIONS TO CANDIDATES
ANSWER ALL QUESTIONS

Task description Scenario

Uber, a ridesharing service company has recently entered the Nepalese market, and its service has been received by some people. Like any product or service, customers’ adoption and usage are essential for the survival of the firm. Thus, like any other services, there might many factors that have influenced riders to adopt and use Uber services. However, from the existing literature, empirical studies on factors determining ridesharing service adoption is scarce, especially in emerging economies. Thus, a study is being conducted to address this gap in the literature. The social exchange theory forms the basis of the study. The researcher designed the research model shown in figure 1 and developed hypotheses H1-H5(see below the research model). Based on the research model shown in figure 1, data was collected from some Uber riders in Nepal. The data is available in Exo (see Week 12 folder).

Figure1: Research Model

Hypotheses(H)

H1: Consumer need for prestige has a positive effect on riders’ continuous usage intentions H2: Trust has a positive effect on riders’ continuous usage intentions

H3: Customer return investment has a positive effect on riders’ continuous usage intentions H4: Convenience has a positive effect on riders’ continuous usage intentions

H5: Search benefit has a positive effect on riders’ continuous usage intentions

 

Task

1. Clean the data- outliers and missing values

 

2. Analyse the demographic characteristics of the respondents. Create relevant chats to present your findings.

 

3. Normality and distribution of data – perform a descriptive analysis (mean andHy SD of the items) and test normality (skewness and kurtosis for all items)

 

4. Preliminary analysis- test the following:

a. Reliability (Cronbach alpha and CR)

b. convergent validity (factor loading and AVE).

c. discriminant validity (using correlation and square root of the AVEs)

 

5. Hypotheses testing: run a multiple regression to test the hypotheses (H1-H5).

 

6. Interpretation of findings: interpret the results from each of the analyses you have performed (steps 2 to 5)

 

Important Notes:

You must create relevant tables for each of the analysis (steps 2 to 4) you have done to present your findings. Place the table within the body of the test. Number the tables and refer to the relevant table to support your arguments.

 

Cite at least one source to support your arguments. For example, if you concluded that the acceptable threshold for Cronbach’s alpha is 0.7, cite a source to support this argument. You can find relevant sources from survey papers in marketing, management, leadership and business research.

 

Download a relevant journal article in marketing, management, leadership and business research that has used the survey research design and follow the style of reporting. If you go to the methodology section of the articles, you would find how to report the findings.

 

Attach all the SPSS outputs as appendices. Remember to number all of them.

 

 

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