PERCEIVED VALUE OF SMARTPHONE AND ITS IMPACT ON DEVIANT BEHAVIOUR: AN INVESTIGATION ON HIGHER EDUCATION STUDENTS IN MALAYSIA

Abstract

The purpose of this study is to identify a customer perceived value associated with Smartphone and examine its impact on student’s deviant behaviour. Also this study examines the impact of perceived value on students’ academic performances. A sample size of 122 full-time students were randomly chosen from various educational institutions. A multi-factor leadership questionnaire with a Likert-Scale from 1-5 was used to collect the data to determine customer perceived value associated with Smartphone and its impact on student deviant behaviour and performance. To ensure reliability and validity of the data set, the sample size only includes students who have been using a Smartphone for minimum of four months. Descriptive statistics shows that the most significant perceived value associated with Smartphone is functional value followed by emotional value and epistemic value. Social value was the least reason that students consider when purchasing and consuming a Smartphone. In terms of correlations, this study found that overall customer perceived value associated with smartphone is highly correlated with student deviant behaviour and performance. Also this study found that there is no significant correlation between emotional, epistemic and functional value with student deviant behaviour. This study only found a significant and positive relationship between perceived social value and student deviant behaviour. Also this study found no significant relationship between emotional value and functional value with student performance. Bivariate multiple regression analysis shows that there is no significant influence of any perceived value (functional, emotional, social and epistemic) on student deviant behaviour. This study only found perceived social value has a significant impact on student academic performances. However, overall perceived value associated with smartphone has a significant and positive impact on both student deviant behaviour and their academic performances. The current study contributes to the body of research by investigating the combined impacts of customer perceived value on student deviant behaviour using one instrument, in one area setting. This research shows that customer perceived value associated with smartphone is crucial in managing student deviant behaviour and academic performance. Future research should be undertaken on different context or by increasing the sample size by widening the research context to ensure validity and reliability of the results.