Analysis of Students’ Attitudes towards Smart Phone features: SEM
Approach

Khadija Ejaz Khan, FaizaMurtaz

Lahore School of Economics

Abstract: Young generation is labeled as one of the most essential target market for the cell phone use. It is very important to understand the attitude they carry towards the use of cell phones and especially smart phones. This paper tends to provide the relationship of the attitude with different import factors such as perception of ease of use, perception of enjoyment while using cell phone and addiction with cell phone, etc. For this research a sample of 322 university students was studied using questionnaires. In this paper firstly, we have performed EFA to identify the factors, after that we have used those specific factors to run CFA and path analysis to finally complete the SEM. The relation among the five factors came out to be positively significant, implying that attitude was ignificantly affected by Perception of Ease and Enjoyment, Addiction, Receiving Advertisement, Action on Advertisement.

Keywords:Cell phone, SEM, Path analysis, CFA.