CHAPTER 5 ANALYSIS AND INTERPRETATION OF EMPIRICAL FINDINGS
5.4 PRELIMINARY DATA ANALYSIS
A preliminary data analysis should be conducted before the final data set is analysed and interpreted. As such, the following section focuses on discussing the coding (Section 5.4.1), data cleaning (Section 5.4.2) and tabulation of the data (Section 5.4.3) for further interpretation.
5.4.1 Coding
The questionnaire utilised in this study comprised four sections. Section A requested respondents’ demographical information and Section B gathered data regarding the respondents’ streaming services usage. Section C obtained the respondents’ preferences pertaining to streaming. Lastly, Section D measured seven constructs pertaining to the respondents’ perceived value of and intention to adopt streaming services, which made up the empirical portion of this study.
Table 5-2 depicts the layout of the Section A, which is the demographical information section of the questionnaire.
Table 5-2: Section A: Demographical information Section A: Demographical information
Question Code Variable Value assigned to responses Question 1 A1 Country of origin South Africa (1); Other (2)
Question 2 A2 Province of origin Eastern Cape (1); Free State (2);
Gauteng (3); KwaZulu-Natal (4);
Limpopo (5); Mpumalanga (6); Northern Cape (7); North West (8); Western Cape (9); Other (10)
Table 5-2: Section A: Demographical information (continued…) Section A: Demographical information
Question Code Variable Value assigned to responses Question 3 A3 Gender Female (1); Male (2); Non-binary (3) Question 4 A4 First Language Afrikaans (1); English (2); IsiNdebele
(3); IsiXhosa (4); IsiZulu (5); Sepedi (6);
Sesotho (7); Setswana (8); SiSwati (9);
Tshivenda (10); Xitsonga (11) Question 5 A5 Generation Y Consumer Yes (1); No (2)
Question 6 A6 Age <18 (1); 18 (2); 19 (3); 20 (4); 21 (5); 22 (6); 23 (7); 24 (8); 25 (9); 26 (10); 27 (11); 28 (12); 29 (13); 30 (14); 31 (15);
32 (16); 33 (17); 34 (18); 34< (19)
Table 5-3 demonstrates Section B of the questionnaire, in which respondents were required to indicate their streaming service usage.
Table 5-3: Section B: Streaming services usage
Section B: Streaming services usage
Item Code Variable Value assigned to responses Question 1 B1 Have you ever used
streaming services?
Yes (1); No (2) Question 2 B2 Do you currently use
streaming services?
Yes (1); No (2) Question 3 B3 How often do you use
streaming services?
Every day (1); 3 to 4 times a week (2);
Once or twice a week (3); Never (4) Question 4 B4 I have access to: PC (Desktop) (1); Laptop (2); Tablet (3);
Smartphone (4); Smart TV (5); Gaming device (6); Other (7)
Question 5 B5 I am willing to pay for subscription per month:
R0 - R99 (1); R100 - R199 (2); R200 - R299 (3); R300 - R399 (4); R400 - R499 (5)
Table 5-4 shows Section C of the questionnaire in which respondents were required to indicate which devices and streaming service platforms they preferred.
Table 5-4: Section C: Streaming preferences
Section C: Streaming preferences
Item Code Variable Value assigned to responses Question 1 C1 Video streaming
service/s used:
Amazon Prime Video (1); DEOD (Digital Entertainment on Demand) (2); Google Play Movies & TV (3); Netflix (4);
ShowMax (5); YouTube Premium (6);
DSTV Now (7); Disney+ (8); I am currently not using any video streaming service (9); Other (10)
Question 2 C2 Preferred video streaming service platform:
Amazon Prime Video (1); DEOD (Digital Entertainment on Demand) (2); Google Play Movies & TV (3); Netflix (4);
ShowMax (5); YouTube Premium (6);
DSTV Now (7); Disney+ (8); Other (9) Question 3 C3 Music streaming
service/s used:
Apple Music (1); Deezer (2); Google Play Music (3); Joox (4); Simfy Africa (5);
Spotify (6); Tidal (7); YouTube Music (8);
I am currently not using any music streaming service (9); Other (10) Question 4 C4 Preferred music
streaming service platform:
Apple Music (1); Deezer (2); Google Play Music (3); Joox (4); Simfy Africa (5);
Spotify (6); Tidal (7); YouTube Music (8);
Other (9) Question 5 C5 Device/s to stream
audio and video:
PC or laptop (1); Smart TV (2);
Smartphone (3); Tablet (4); Gaming device (5); Other (6)
Question 6 C6 Preferred device to stream videos:
PC or laptop (1); Smart TV (2);
Smartphone (3); Tablet (4); Gaming device (5); Other (6)
Question 7 C7 Preferred device to stream music:
PC or laptop (1); Smart TV (2);
Smartphone (3); Tablet (4); Gaming device (5); Other (6)
Question 8 C8 Internet connection/s used to stream:
Mobile data (3G/4G/5G) (1);Free WIFI spots (2); WIFI at home (Fixed
LTE/ADSL/Fibre) (3); WIFI at university (4); Other (5)
Question 9 C9 Preferred internet connection used for streaming:
Mobile data (3G/4G/5G) (1); Free WIFI spots (2); WIFI at home (Fixed
LTE/ADSL/Fibre) (3); WIFI at university (4); Other (5)
Section D of the questionnaire is illustrated below in Table 5-5 and represents the main aim of the study. It comprises the variables used for the empirical portion of the study, as well as the assigned values of the responses.
Table 5-5: Section D: Drivers of streaming services adoption
Section D: Drivers of streaming services adoption
Item Code Construct Value assigned to responses
Item 1 - 5 D1 - D5 Perceived usefulness
Strongly disagree (1); Disagree (2); Slightly disagree (3); Slightly
agree (4); Agree (5); Strongly agree (6)
Item 6 - 9 D6 - D9 Intention to adopt Item 10 - 13 D10 - D13 Perceived enjoyment Item 14 - 17 D14 - D17 Perceived value Item 18 - 21 D18 - D21 Trialability Item 22 - 24 D22 - D24 Risk avoidance Item 25 - 30 D25 - D30 Informative
The following section discusses the data cleaning process applied to the data set.
5.4.2 Data cleaning
Data cleaning was utilised to discard questionnaires that were completed by respondents that fell outside the scope of the study’s defined target population. For this study, 401 questionnaires were completed. Of these, 20 of the questionnaires were completed by respondents outside of the Generation Y consumer parameter and, as such, were discarded.
Another 12 questionnaires were discarded as they were completed by respondents whose country of origin was not South Africa. After completing the data cleaning process, 369 questionnaires were deemed useful, which translates to a 92 percent response rate, and were included in the data set for statistical analysis. Of these 369 remaining questionnaires, no missing values were evident.
The following section provides details pertaining to the tabulation applied in this study.
5.4.3 Tabulation of variables
The tabulation of variables follows the coding and data cleaning processes. Table 5-6 presents the frequencies recorded for each scaled response observed in Section D (D1 – D30).
Table 5-6: Frequency of responses
Section D: Drivers of streaming services
Scale Item
Strongly disagree Disagree Slightly disagree Slightly agree Agree Strongly agree
1 2 3 4 5 6
Construct 1 - Perceived usefulness
D1 4 3 11 16 131 204
D2 2 7 11 31 145 173
D3 5 6 6 28 148 176
D4 2 8 3 16 133 207
D5 4 2 10 17 126 210
Construct 2 - Intention to adopt
D6 5 5 7 25 112 215
D7 3 4 6 20 124 212
D8 19 9 17 40 122 162
D9 12 5 13 27 118 194
Construct 3 - Perceived enjoyment
D10 5 4 7 47 149 157
D11 6 1 9 46 152 155
D12 2 2 11 42 150 162
D13 3 0 11 21 152 182
Construct 4 - Perceived value
D14 9 5 16 47 143 149
D15 6 4 13 51 141 154
D16 4 11 15 38 145 156
D17 5 8 8 38 143 167
Construct 5 - Trialability
D18 6 14 14 43 123 169
D19 5 13 20 36 116 179
D20 5 12 20 39 128 165
D21 5 6 15 31 131 181
Construct 6 - Risk avoidance
D22 5 2 8 17 155 182
D23 4 10 9 21 136 189
D24 6 5 13 26 136 183
Table 5-6: Frequency of responses (continued…)
Section D: Drivers of streaming services
Scale Item
Strongly disagree Disagree Slightly disagree Slightly agree Agree Strongly agree
Construct 7 - Informative
D25 6 5 6 34 148 170
D26 4 5 8 25 138 189
D27 5 5 11 31 150 167
D28 5 4 7 27 141 185
D29 4 6 8 25 151 175
D30 5 6 14 30 139 175
Section 5.5 reports on the demographical information analysis, detailing the sample of respondents that formed part of this study, as well as background information and preferences pertaining to respondents’ streaming services usage.