2008 PROCEEDINGS - Public Relations Society of America

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However, the moderating effect of gender, as in H1, was found to be non-significant. Therefore, H3 was rejected (Table 7). Table 7 HMR Results for Social Influence DV - Blog Intent R R² R² Change F Change df1 df2 Social Influence 0.660 0.430 0.000 AGE 0.663 0.440 0.01 2.83 1.00 335.00 0.094 GEN 0.660 0.436 0.00 0.21 1.00 335.00 0.650 EXP 0.673 0.452 0.02 10.39 1.00 335.00 0.001 VOL 0.662 0.438 0.00 1.58 1.00 335.00 0.210 SIxGEN 0.667 0.459 0.00 0.20 1.00 331.00 0.655 SIxAGE 0.678 0.459 0.00 0.57 1.00 331.00 0.451 SIxVOL 0.684 0.468 0.01 6.13 1.00 331.00 0.014 SIxEXP 0.680 0.463 0.01 2.78 1.00 331.00 0.097 GENxAGE 0.679 0.461 0.00 1.67 1.00 331.00 0.197 GENxVOL 0.677 0.459 0.00 0.15 1.00 331.00 0.704 GENxEXP 0.677 0.458 0.00 0.00 1.00 331.00 0.989 AGExVOL 0.677 0.459 0.00 0.24 1.00 331.00 0.623 AGExEXP 0.677 0.459 0.00 0.08 1.00 331.00 0.774 VOLxEXP 0.682 0.465 0.01 3.91 1.00 331.00 0.049 SIxGENxAGE 0.693 0.480 0.00 2.52 1.00 321.00 0.113 SIxGENxVOL 0.691 0.477 0.00 0.93 1.00 321.00 0.337 SIxGENxEXP 0.690 0.476 0.00 0.10 1.00 321.00 0.747 SIxAGExVOL 0.691 0.477 0.00 1.00 1.00 321.00 0.319 SIxAGExEXP 0.690 0.477 0.00 0.68 1.00 321.00 0.412 SixVOLxEXP 0.692 0.479 0.00 2.35 1.00 321.00 0.127 GENxAGExVOL 0.692 0.479 0.00 2.39 1.00 321.00 0.123 GENxAGExEXP 0.690 0.476 0.00 0.34 1.00 321.00 0.563 GENxVOLxEXP 0.690 0.476 0.00 0.06 1.00 321.00 0.808 AGExVOLxEXP 0.696 0.484 0.01 5.46 1.00 321.00 0.020 SIxGENxAGExVOL 0.707 0.500 0.00 1.40 1.00 311.00 0.238 GENxAGExVOLxEXP 0.706 0.498 0.00 0.26 1.00 311.00 0.612 SIxGENxAGExVOLxEXP 0.707 0.500 0.00 0.14 1.00 309.00 0.708 Note: * p < .05 Sig. F Change A direct effect of facilitating conditions on intent was significant (r = .513, n = 338, p < .01), but somewhat weak in comparison to that of performance expectancy and social influence. However, given that it was hypothesized that facilitating conditions would reveal no direct effect on intent to use blogs, H4a was rejected. A direct effect for facilitating conditions on actual blog use was found significant, albeit somewhat weak (r=.501, n = 338, p < .01). Moreover, hierarchical multiple regression revealed a moderating effect for both age and experience (p < .05). Therefore, H4b could not be rejected (Table 8). 86
Table 8 HMR Results for Facilitating Conditions DV – Blog Use R R² R² Change F Change df1 df2 Sig. F Change Facilitating Conditions 0.501 0.251 AGE 0.501 0.251 0.00 0.22 1 335 0.640 EXP 0.615 0.378 0.13 68.79 1 335 0.000 FCxAGE 0.621 0.386 0.01 4.28 1 333 0.039 FCxEXP 0.616 0.380 0.00 0.86 1 333 0.354 AGExEXP 0.621 0.386 0.01 4.09 1 333 0.044 FCxAGExEXP 0.624 0.389 0.00 0.01 1 330 0.925 Note: * p < .05 As predicted, computer self-efficacy demonstrated no direct effect on intent to use blogs (r = .262, n = 338, p < .01). Therefore, H5a could not be rejected. As predicted, computer anxiety demonstrated no direct effect on intent to use blogs (r = .212, n = 338, p < .01). Therefore, H5b could not be rejected. Surprisingly, attitude demonstrated a significant and moderately strong direct effect on public relations practitioners’ intent to use blogs (r = .629, n = 338, p < .01). Therefore, H5c was rejected. As predicted, and consistent with the underlying theory for most behavioral intention models in social psychology, behavioral intention did indeed demonstrate a positive influence on blog use (r = .532, n = 338, p < .01). H6 could not be rejected. Discussion Results of the current research are mixed. While the extension of UTAUT into the public relations sector revealed a model that explained 55% of the variance in intention – a relatively high number by any statistical measure - the UTAUT as proposed by Venkatesh (2003) explained as much as 70% of the same variance. While multiple regression certainly revealed the strength and direction of influence between the major constructs of UTAUT and intent to use blogs, moderating or interaction effects were weak, or in some cases non-existent. Moreover, while many of the major constructs of UTAUT were found to exert similar influences to the Venkatesh research population (business organizations), one significant construct in the original research was found to be a weak predictor of intent within the public relations sector (effort expectancy), while a second construct found to be a weak predictor in the Venkatesh study (attitude), exerted a strong influence on intent for practitioners. Thus, while this research replication certainly provides ample fodder for general discussion and possible intervention strategies, more detailed analysis is needed to make firm predictions about the moderating effects of age, gender, experience. Partial Least Squares (PLS) Data gathered for the estimation of the UTAUT model in the public relations sector was analyzed using hierarchical multiple regression (HMR) – as apposed to the partial least squares (PLS) analysis techniques employed by Venkatesh et al. (2003). The HMR approach arguably 87
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2008 PROCEEDINGS DETROIT, MICHIGAN
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Page Pedagogy Posters _____________
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RESEARCH PAPERS 5
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many researchers and professionals
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evenue, or activists provide suppor
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Results PR Effectiveness In respond
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Applied Context In answering RQ 5,
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Figure 8. Distribution of PR effect
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fifteen years, and it is now a grow
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Ni, L. (2006). Relationships as org
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Based on a review of public relatio
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Barriers to Online Course Delivery
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and “Learners are able to track a
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an excellent tool for collaboration
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audiences. Further, it is critical
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course site. Develop projects so th
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Examples of student blogs can be fo
Page 35 and 36: Technorati. Retrieved on May 15, 20
Page 37 and 38: Characteristics of Organizational o
Page 39 and 40: Table 1. Summary Definitions of Cri
Page 41 and 42: Table 3. Organizational Image Resto
Page 43 and 44: Table 5. Hierarchical Rankings of E
Page 45 and 46: strategies public relations profess
Page 47 and 48: Stephens, K. K., Malone, P. C., & B
Page 49 and 50: Testing Crisis Response Strategies:
Page 51 and 52: example Coombs & Schmidt (2000) emp
Page 53 and 54: Table 1.0 Tactics And Examples As O
Page 55 and 56: Discussion The purpose of this rese
Page 57 and 58: Benoit, W.L. (1995b). Sears repair
Page 59 and 60: IMC and its Integration into Progra
Page 61 and 62: umbrella. This arrangement more clo
Page 63 and 64: 3B: How do institutional factors pr
Page 65 and 66: academic units. Responses were code
Page 67 and 68: RQ3A: How do institutional factors
Page 69 and 70: The lowest mean scores, ranging fro
Page 71 and 72: In this study, respondents’ perce
Page 73 and 74: At this juncture, the challenge for
Page 75 and 76: education. Journalism & Mass Commun
Page 77 and 78: However, many inside the public rel
Page 79 and 80: Core Determinants UTAUT contains fo
Page 81 and 82: H5a: Computer self-efficacy will NO
Page 83 and 84: Table 2 Descriptive Statistics for
Page 85: Although hierarchical multiple regr
Page 89 and 90: use blogs. In fact, nearly 86% of r
Page 91 and 92: Venkatesh, V. (1999). Creation of f
Page 93 and 94: What’s Guiding the Profession? An
Page 95 and 96: process. Arnett, Arneson, and Bell
Page 97 and 98: The interview process was guided by
Page 99 and 100: chef’s feelings or the server’s
Page 101 and 102: If you’re going to work with [com
Page 103 and 104: Professionals, however, offered sev
Page 105 and 106: Hemingway, C. A. (2005). Personal v
Page 107 and 108: Causing Our Own Problems? Women as
Page 109 and 110: What’s Critical About PR and New
Page 111 and 112: • PR strategy is still developed
Page 113 and 114: Discussion in Terms of Strategy, Et
Page 115 and 116: How the PRSA’s Certification in E
Page 117 and 118: 1) How did the PRSA certification e
Page 119 and 120: Frances Lilly in a similar white pa
Page 121 and 122: Concerned that its sexual harassmen
Page 123 and 124: All respondents agreed that e-learn
Page 125 and 126: DL 3.0 were simple text and graphic
Page 127 and 128: technology that we lose sight of th
Page 129 and 130: Lowery, S. A., & DeFleur, M. L. (19
Page 131 and 132: and student groups in research clas
Page 133 and 134: Adoption of Participatory Adult Lea
Page 135 and 136: all had the same instructor, the sa
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Table 1: Thematic Analysis Results
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Improving Feedback, Interaction and
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will realize they all are expected
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How to Win Friends and Impact Stude
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6. After reviewing assignments to m
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The pre-assessment survey results s
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messages and she never even called
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Who Should Teach Investor Relations
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Relations Society of America (PRSA)
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From Britney Spears to Burger King:
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governmental entities. The professo
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Show Me! Portfolios as Instruments
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The Student. In a real sense, what
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Gill, K. (ed.). (1993). Process and
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Courses of Study The courses in the
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Table 1. Cluster Comparison of Grad
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Appendix Name________________ Semes
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Outcome Clusters (italicized are ne
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innovation; (2) Successful collabor
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Breaking Ground In A Public Communi
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O A Video Documentary O A mini-vide
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Reflection as an Assessment Tool in
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Creating a Multi-Layered Case Study
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Finally in phase three of the case
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Example 2 Online Assignment: Studen
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New Methods of Student-to-Student a
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2008 PROCEEDINGS - Public Relations Society of America

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