Date of Publication

12-2004

Document Type

Master's Thesis

Degree Name

Master of Science in Marketing

Subject Categories

Marketing

College

Ramon V. Del Rosario College of Business

Department/Unit

Marketing and Advertising

Thesis Adviser

Jaime S. Ong

Defense Panel Chair

Christine Sophia Ledda Paatan

Defense Panel Member

Maria Luisa Chua
Denis Guttierrez

Abstract/Summary

This research studies attitude towards using WIFI services of Airborne Access subscribers in Metro Manila. This study's statement of the problem is: What are the factors in current airborne access subscribers in using their WIFI services? General objective is: To understand airborne access subscribers attitude toward services. And Specific objective: To determine what factors strongly affect WIFI subscribers to use Airborne Access WIFI services. This study is limited to the ten Airborne Access hotspots in Metro Manila, based on the assumption of the study the respondents from the ten hotspots represent the total airborne subscribers in Metro Manila. And after observing multi-stage sampling procedures, a total of 210 respondents, were chosen from the ten hotspots. The entire hypothesis was tested using associative analysis with correlation as the tool for determining the strength or weakness of the variables and t-tests for analyzing means. The study concludes (1) There is a positive correlation between perceived usefulness and attitude of Airborne Access Services. (2) There is a positive correlation between perceived ease of use and perceived usefulness of Airborne Access Services. (3) There is a positive correlation between perceived ease of use and attitude of Airborne Access Services. (4) Males are more likely to have a positive attitude toward using WIFI than females. (5) Young adults are more likely to have a positive attitude toward using WIFI than old adults. (6) Mobile people have a more positive effect on attitude in using WIFI than desktop people. (7) iii There is a positive correlation between accessibility and perceived usefulness of Airborne Access Services. (9) There is a positive correlation between accessibility and perceived ease of use of Airborne Access Services. (10) Subscriber who utilize the internet for low data transfers will express lower perceived usefulness in using WIFI than subscribers who utilize the internet for high data transfers. (11) Subscriber who utilize the internet for low data transfers will express lower perceived ease of use in using WIFI than subscribers who utilize the internet for high data transfers. (12) There is a positive correlation between service quality and perceived usefulness of Airborne Access Services. (13) There is a positive correlation between service quality and perceived ease of use of Airborne Access Services. (14) There is a negative correlation between perceived cost and perceived usefulness of Airborne Access Services. (15) There is a negative correlation between perceived cost and perceived ease of use of Airborne access services.

Abstract Format

html

Language

English

Format

Electronic

Accession Number

CDTG003794

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

1 computer optical disc ; 4 3/4 in.

Keywords

Consumers--Attitudes; Telecommunication; Wireless LANs--Standards

Upload Full Text

wf_yes

Download

Share

COinS