STRUCTURAL FACTORS LEADING TO NETWORK SUBSCRIPTION DECISIONS OF MOBILE PHONE USERS IN THE DAVAO REGION, PHILIPPINES

Abstract

This study aimed at establishing network subscription decisions of mobile phone users from four cities in the Davao Region through individual beliefs (Effectiveness and Acceptance) on the mobile services offered by mobile networks. Descriptive and causal research designs were used in testing the research construct, patterned after the modified Technology Acceptance Model (TAM). Primary data were gathered through the survey method, and purposive sampling was employed via Cochran’s sampling formula.Survey question-items were reviewed by research experts, and pre-tested using Cronbach’s Alpha Index and Rasch Modeling’s Person Separation Index (PSI). Descriptive statistics were utilized in establishing the respondents’ profile; as well as responses on social influences, individual beliefs of mobile services, and network subscription decisions. Inferential statistics were also usedusing a two-stage approach: stepwise regression analysis; and structural equation modeling.Findings revealed that majority of the respondents are from Davao City and belonged to the 20-24-year-old age group. Most are Female; are Junior Professionals in the Services sector; had monthly individual incomes of at least ₱10,000.00; and, considered themselves as the Late Majority. Most have first used Smart Communications as their mobile network, and has been subscribed to a mobile network since 2001. Sun Cellular is the mobile network largely used by subscribers.Using stepwise regression analysis, social influence variables were deemed as highly significant in predicting individual behaviors. Individual behaviors of mobile services could significantly predict network subscription decisions. Effectiveness was found to be highly significant in predicting the Acceptance of mobile services.In the final respecification of the structural model, it generated satisfactory model fit results. Two social influence variables (Family Influence and Social Class) were revealed as not significant in influencing the Effectiveness construct, with Reference Groups exhibiting significant association. On its association to the Acceptance construct, all social influence constructs were regarded as insignificant. Individual beliefs were highly significant in affecting the network subscription decisions. The Effectiveness construct was found to significantly affect the Acceptance construct.
KEYWORDS: Technology Acceptance Model; Structural Equation Modeling; Rasch Modeling; Network Subscription Decisions; Davao Region; Philippines.