IEEE Technology and Society Magazine - Fall 2013 - 61
Kyoto University, Japan. A total of
164 useable responses were received,
giving a 33% response rate. With
recommendations of 15 respondents
per parameter, this sample size is
considered sufficient for a structural
equation modeling (SEM) analysis
[6]. There was an equal 50% split
between male and female responders. The majority of respondents
(92.7%) work in open plan offices,
most participants (81.0%) work full
time, and the most common (92.1%)
reported computer skill level was
between novice and intermediate
(a modest response). The measures
were assessed for both convergent
and discriminant validity. Convergent validity was demonstrated
by all factor loadings and average
variance extracted (AVE) values
being > 0.5, and all composite reliability (CR) and alphas are ≥ 0.7 [6]
(see Table II). Alpha measures for
BI were reduced by the inclusion of
Bi1, so it was removed to improve
the reliability.
Discriminant validity was
confirmed by values of AVE >
0.5, and the square roots of AVE
being higher than all other correlations among constructs [6] (see
Table III). However, it should be
noted that measure for ATB showed
weak discriminant validity, but was
still included in the analysis.
SEM simplifies the exploration
of multiple hypotheses [6] making
Table II
Assessment of Convergent Validity
Factor
PNC
PPI
ATT
ATB
FC
BI
Item
Item Loading
Mean
Pnc1
Pnc2r
Pnc3r
Ppi1r
Ppi2r
Ppi3r
Att1r
Att2r
Att3
Atb1r
Atb2
Atb3r
Fc1r
Fc2r
Fc3r
Bi1
Bi2
Bi3r
.748
.772
.743
.784
.901
.889
.853
.850
.705
.730
.819
.640
.846
.967
.865
Excluded
0.792
0.66
3.28
3.78
3.56
5.35
5.47
5.43
2.51
2.96
3.34
1.96
2.90
2.10
4.78
4.82
4.51
Excluded
3.87
4.513.69
AVE
CR
.570
.690
.740
.860
.650
.780
.540
.650
.800
.910
.540
.550
Table III
Assessment of Discriminant Validity (Diagonal = √AVE)
p<0.01
PNC
PPI
ATT
ATB
FC
PNC
PPI
ATT
ATB
FC
BI
.750
.359
-.346
-.285
.048
-.426
.860
-.441
-.554
-.048
-.389
.810
.671
.132
.405
.540
.158
.402
.890
-.224
IEEE TECHNOLOGY AND SOCIETY MAGAZINE
|
fALL 2013
it an ideal approach to test the relationships selected from the PSA-BI
model. Given that the measures
were not normally distributed, the
Generalized Least Squares (GLS)
statistic was used to estimate the
structural model as it is unaffected
by non-normality [6].
Results and Discussion
The structural model produced
by AMOS is shown in fig. 3. All
of the hypothesized relationships
were met, with strong estimates
for relations at the p < 0.001 level.
The regression coefficients (β)
are unstandardized and R2 shows
the variance. The GfI (0.864) and
RMSEA (0.58) measures were
used to assess how well
the model fits the data,
and indicated a medium to
good fitting model [6].
Looking at the strucAlpha
tural model, PNC showed a
medium strength (β = .485)
.817
positive relationship with
PPI, but only explained
20% of the variance. It is
.907
interesting to observe that
the Japanese respondents
felt the device would be
.832
physically invasive given
that Japan is often perceived as more technologi.757
cally orientated than other
cultures. While interesting, it is not necessarily
.926
surprising given the findings reaffirm the relationship between physical and
.697
privacy invasions found in
other research [24].
PPI displayed a strong
negative relationship (β =
-0.625) with ATT, explaining 52% of the variance.
This shows that the more
invasive of privacy the
BI
device was perceived
to be, the less positive a
respondent's attitude was
toward it. Again, as Japan
has a wide acceptance
of technology, perceived
.730
privacy invasion in this
|
61
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