Analysis and Discussion

Demographic Characteristics of Respondents

Table 1: Demographic Characteristics of Respondents
Variable Description Options Frequency Percentage
Age Under 18 1 0.9%
18 - 24 19 17.4%
25 - 34 61 56.0%
35 - 44 16 14.7%
45 - 54 2 1.8%
55 or older 5 4.6%
Missing 5 4.6%

Level of Education Undergraduate college student 13 11.9%

Undergraduate college degree 5 4.6%
Graduate student 69 63.3%
Graduate degree 17 15.6%
Missing 5 4.6%

Country of Origin Missing 6 5.5%

Black African 1 0.9%
Cameroon 1 0.9%
China 3 2.8%
Gambia 1 0.9%
German 1 0.9%
Germany 1 0.9%
Ghana 61 56.0%
India 6 5.5%
Jamaica 2 1.8%
Kenya 1 0.9%
Liberian 1 0.9%
Malawi 1 0.9%
Nigeria 16 14.7%
South Africa 3 2.8%
South Africa 🇿🇦 1 0.9%
USA 1 0.9%
Zambia 2 1.8%

Length of Stay in the USA Less than 1 year 30 27.5%

1 to 2 years 25 22.9%
 2 to 4 years 29 26.6%
4+ years 20 18.3%
Missing 5 4.6%

Gender Male 53 48.6%

Female 50 45.9%
Non-binary / third gender 1 0.9%
Missing 5 4.6%

Length of Time Spent on 0-1 hours 9 8.3%

Social Media
1-2 hours 23 21.1%
2-3 hours 19 17.4%
3-4 hours 8 7.3%
4+ hours 43 39.4%
Missing 7 6.4%

Time spent on social More 70 64.2%

media in comparison to
other media
About the same 19 17.4%
Less 13 11.9%
Missing 7 6.4%

Social Media Facebook 82 75.2

Instagram 83 76.1
Twitter 67 61.5
Snapchat 67 61.5
YouTube 80 73.4
TikTok 71 65.1
Other (please specify) 15 13.8
Source: Field Survey, (2024).

Most participants were between the ages of 25-30 which made 56% of the sample whilst

those within the age bracker of 18-24 represented 17.4%, also those aged from 35-44

represented 14.7% , 4.6% were above 55 years old. Together those less than 18 years old and

between 45-54 cummulatively represented less than 2% of the sample. An additional 5 people

representing 4.6% of the sample chose not to specify their age.

Graduate students represented the mode of the study, comprising 63.3% of the sample, this

was followed by those who had a graduate degree, representing 15.6%. Undergraduate

college students and undergraduate college degree holders represented 11.9% and 4.6% of the

sample respectively. Also 4.6% of the participants did not specify their level of education.

With respect to country of origin, those coming from Ghana represented majority of the

sample at 56%. This was followed by Nigeria at 14.7%, India at 5.5% and China at 2.8%.

Addionally those coming from countries like USA, Cameroon, Gambia, Jamaica and Kenya

each comprised less then 1% of the total sample. Again, 5.5% of the participants did not

provide any information with regards to the country of origin.

With respect to the length of stay in the USA, those who had stayed for less than a year

represented 27.5% of the population, those within 1-2 years of stay represented 22.9% , those

within 2-4 years of stay represented 26.6% and those having stayed for more than 4 years

represented 18.3%. However, 4.6% of the population did not provide any data on that.

With respect to gender distribution, the modal gender were males representing 48.6% and

females represented 45.9% whilst 0.9% identified as non-binary or a third gender.

Additionally, 4.6% of the sample did not respond to the question.

Concerning the length of time spent on social media, 8.3% claimed they spent 0-1 hour daily,

about 21.1% spent 1-2 hours, 17.4% spent 2-3 hours, 7.3% spent 3-4 hours and most (39.4%)

spent at least 4 hours daily on social media. Additionally, 6.4% did not provide answer

concerning this. With reference to time spent on social media in comparison to other media,

64.2% assented to the fact that they spent more time on social media than traditional media,

17.4% claimed that that they were spending equal time and 11.4% claimed they spent more

time with traditional media than social media. Also about 6.4% of the participants did not

specify. Also, regarding the type of social media platform used for communicating and other
purposes, about 75.2% of participants reported to use Facebook, about 76.1% claimed to use

Instagram, 61.5% use Twitter (now X), 61.5% use Snapchat, 73.4% use YouTube and 65.1%

use TikTok. Additionally 13.8% claimed they used other social media platforms not

accounted for by this study though they did not specify which ones.

Preliminary Analysis

Reliability Test
Table 2: Cronbach Alpha
Variable Cronbach's Alpha N of Items
Uses and Gratification .896 10
Activity Based Motivations .941 5

Social Motivations .894 5

Non-Social Motivations .884 6
Source: Field Survey, (2024).

The reliability of the primary data was measured through the internal consistency

approach with Cronbach’s alpha criterion. Cronbach’s alpha of 0.7 is required, for the

constructs to be reliable. The findings in Table 2 show that the data for the constructs were all

reliable and therefore the findings of the study is highly believable.

Factor Analysis Test

Table 3: KMO and Barlett’s Sphericity Test

Uses and Activity Based Social Non-Social

Gratificati Motivations Motivations Motivations
on

Kaiser-Meyer-Olkin Measure 0.852 0.892 0.797 0.780

of Sampling
Adequacy.

Bartlett's Approx. Chi- 517.611 404.715 312.829 380.808

Test of Square
Sphericit
y Df 45 10 10 15
Sig. 0.000 0.000 0.000 0.000
Source: Field Survey, (2024)
KMO and Barlett’s test of sphericity were conducted as conditions regulating the

principal component factor analysis. The findings in Table 3 show the sample size for the

analysis was adequate since the KMO scores of all the constructs used in the study were

greater than 0.5. Because the Barlett’s test of sphericity had p-values less than the 0.05

threshold, the correlation matrix generated for the relationship among the indicators

measuring the various constructs is not an identity matrix (Pallant, 2005). The results of the

principal component factor analysis, testing the validity of the scales through confirmatory

factor analysis can be interpreted as accurate findings since these two assumptions have not

been violated. Thus, all variables and constructs and valid for further analysis.

Validity Test

Table 4: Component Factor Analysis of Uses and Gratification Variable

Uses and Gratification (Indicator) Component

I use social media to stay connected with friends and family. .734

Social media helps me cope with stress. .514

I use social media to seek entertainment. .664

I compare myself to others on social media. .842

Social media usage negatively affects my sleep quality. .523

I feel lonely when I'm not on social media. .738

I use social media to seek information about academic or cultural topics .487

relevant to my life as an international student.

I use social media to seek helpful information and resources to help .496

improve my mental health.

Social media usage enhances my sense of belonging. .710

I feel pressured to present a perfect image of myself on social media. .749

Source: Field Survey, (2024).

All the indicators for measuring the “ uses and gratification” construct are reliable and

valid for such a purpose because the correlations between the indicators and the construct are

all greater than 0.3 (Pallant, 2005). The conclusion is that all the items collectively measured

social media adoption given the primary data collected with the scale. Therefore, subsequent

analysis including reliability, transformation and actual test of research objectives can be

done with the items and data captured by the items measuring uses and gratification.

Table 5: Component Factor Analysis of Activity Based Motivation Variable

Activity Based Motivations (Indicators) Component
How often do you ...? - - add information about yourself on your own social .807

media handle so that your friends can see (e.g.: update status, upload photos,

write a blog, etc.)

How often do you ...? - - check-out friends’ updates without sharing or .697

responding to the update (e.g.: their sharings, photos, status, etc.)

How often do you ...? - - look at your friends’ updates and share or respond to .879

the updates

How often do you ...? - - initiate a personal interaction .840

How often do you ...? - (e.g.: inbox message, birthday gift, tag a friend, .824

initiate a post on a friend’s wall)

Source: Field Survey, (2024).

All the indicators for measuring the “activity based motivation” construct are reliable

and valid for such a purpose because the correlations between the indicators and the construct

are all greater than 0.3 (Pallant, 2005). The conclusion is that all the items collectively

measured social media adoption given the primary data collected with the scale. Therefore,

subsequent analysis including reliability, transformation and actual test of research objectives
can be done with the items and data captured by the items measuring activity based

motivation.

Table 6: Component Factor Analysis of Social Motivation Variable

Social Motivations (Indicators) Component
It is ... for me to use social media to... - Let people know I care about their .844
feelings
It is ... for me to use social media to... - Stay in touch with people who .828
understand me
It is ... for me to use social media to... - Talk about my problems .902
It is ... for me to use social media to... - Feel involved with what happens .914
with others
It is ... for me to use social media to... - Stay informed of occasions and .692
events (concerts, sports, exhibitions)
Source: Field Survey, (2024).

All the indicators for measuring the “social motivation” construct are reliable and

valid for such a purpose because the correlations between the indicators and the construct are

all greater than 0.3 (Pallant, 2005). The conclusion is that all the items collectively measured

social media adoption given the primary data collected with the scale. Therefore, subsequent

analysis including reliability, transformation and actual test of research objectives can be

done with the items and data captured by the items measuring social motivation.

Table 7: Component Factor Analysis of Non-Social Motivations Variable

Non- Social Motivations Component
It is ... for me to use social media to… - Keep track of the international news .699

It is ... for me to use social media to… - Keep track of the local news .749

It is ... for me to use social media to… - Escape from my responsibilities .842

It is ... for me to use social media to… - Postpone tasks that I should .880

complete first

It is ... for me to use social media to… - Amuse myself .816

It is ... for me to use social media to… - Relax (from pressure) .798

Source: Field Survey, (2024).

 All the indicators for measuring the “non-social motivations” construct are reliable

and valid for such a purpose because the correlations between the indicators and the construct

are all greater than 0.3 (Pallant, 2005). The conclusion is that all the items collectively

measured social media adoption given the primary data collected with the scale. Therefore,

subsequent analysis including reliability, transformation and actual test of research objectives

can be done with the items and data captured by the items measuring non-social motivations.

Common Method Bias

Table 8: Total Variance Explained

Component Initial Eigenvalues Extraction Sums of Squared

Loadings
Total % of Cumulative Total % of Cumul
Varian % Variance ative %
ce
Uses and 5.231 52.307 52.307 5.23 52.307 52.307
Gratifications 1
Activity Based 4.047 80.930 80.930 4.04 80.930 80.930
Motivations 7
Social 3.526 70.516 70.516 3.52 70.516 70.516
Motivations 6
Non-Social 3.837 63.944 63.944 3.83 63.944 63.944
Motivations 7
Source: Field Survey, (2024).

Total variance explained assesses the number of preserved variables under which the

factors can be maintained until the very last factor gets a tiny proportion of the underlying

variance. It is proposed that the overall total variation should be greater than 50%. Eigen-

value is the property of the factors that is specified as the proportion of variance in every item

explained by the factor. The value should be higher than one because if it is less than one,

it implies that the information defined by the factor is less than one item. Since the

Eigenvalue is greater than 50% for all constructs, it is deemed that there is no threat of

common method bias.

Results
Descriptives
Objective One:
Table 9: Descriptives of Uses and Gratifications Construct

Construct Mean Std.

Deviation
I use social media to stay connected with friends and family. 4.41 1.018
Social media helps me cope with stress. 4.19 1.064
I use social media to seek entertainment. 4.47 .830
I compare myself to others on social media. 2.78 1.754
Social media usage negatively affects my sleep quality. 3.55 1.528
I feel lonely when I'm not on social media. 3.04 1.689
I use social media to seek information about academic or 4.11 1.233
cultural topics relevant to my life as an international student.
I use social media to seek helpful information and resources to 3.80 1.328
help improve my mental health.
Social media usage enhances my sense of belonging. 3.46 1.529
I feel pressured to present a perfect image of myself on social 2.77 1.771
media.
Source: Field Survey, (2024).
Table 9 above shows the level and prevalence of the uses and gratifications of social media.

From the data above it is evident that ‘staying connected with friends and family’ , ‘seeking

entertainment’, ‘seeking information about academic or cultural topics relevant to their life’

and ‘coping mechanism for stress’ are the primary uses and gratifications of social media as

they indicate the highest mean scores 4.41, 4.47, 4.11 and 4.19 respectively. In addition to it,

social media seems to negatively affect sleep quality with a mean score of 3.55. With respect

the students experience with loneliness when not using social media which had a mean score

of 3.04. Seeking helpful information and resources to improve mental health by students is

also very high as indicated by the mean score of 3.80. The low mean score of 2.77 indicates

that students are not much interested in presenting a perfect image on social media.

Table 10: Descriptives of Activity-Based Motivations Construct

Construct Mean Std.
 Deviation
How often do you ...? - - add information about yourself on your 3.13 1.374
own social media handle so that your friends can see (e.g.: update
status, upload photos, write a blog, etc.)
How often do you ...? - - check-out friends’ updates without 3.48 1.306
sharing or responding to the update (e.g.: their sharings, photos,
status, etc.)
How often do you ...? - - look at your friends’ updates and share or 3.22 1.408
respond to the updates
How often do you ...? - - initiate a personal interaction 3.18 1.437
How often do you ...? - (e.g.: inbox message, birthday gift, tag a 3.18 1.457
friend, initiate a post on a friend’s wall)
Source: Field Survey, (2024).

The table above presents the level and prevalence of activity-based motivations amongst the

particiapants. The hihest mean score was 3.48 which related to the motivation to ‘check out

friends’ updates without sharing or responding to the update’. This was followed by the

activity of ‘looking at friends’ updates and share or respond to updates’ which had a mean

score of 3.22. This was closely followed by the ‘how often they iniate a personal interaction’

and ‘how often they inbox message, birthday gift, tag a friend, initiate a post on a friends

wall’ which both had a mean score tie of 3.18. the activity with the least prevalence tended to

be ‘how often they add information about themselves on social media for friends to see’.

Table 11: Descriptives of Social Motivations Construct

Constructs Mean Std.

Deviation
It is ... for me to use social media to... - Let people know I care 3.32 1.490
about their feelings
It is ... for me to use social media to... - Stay in touch with people 3.79 1.264
who understand me
It is ... for me to use social media to... - Talk about my problems 2.89 1.617
It is ... for me to use social media to... - Feel involved with what 3.39 1.392
happens with others
It is ... for me to use social media to... - Stay informed of occasions 3.77 1.252
and events (concerts, sports, exhibitions)
Source: Field Survey, (2024).
The descriptives of the activity-based motivations construct shed light on the frequency and

nature of various social media activities among international students. The data reveal that

international students engage in a range of activities on social media platforms. For instance,

they frequently add information about themselves on their own social media handles for their

friends to see, as indicated by a mean score of 3.13. This suggests that self-disclosure and

sharing personal updates are common practices among international students in their social

media usage.

Moreover, international students frequently check out friends' updates without necessarily

sharing or responding to them, as indicated by a mean score of 3.48. This behavior indicates a

passive form of engagement with social media content, where individuals consume

information shared by others without actively participating in the conversation.

Additionally, international students often look at their friends' updates and actively share or

respond to them, as reflected by a mean score of 3.22. This suggests that interactive

engagement with friends' content is also prevalent among international students, indicating a

desire for social connection and interaction on social media platforms.

Furthermore, international students regularly initiate personal interactions on social media,

such as sending inbox messages, giving birthday gifts, tagging friends, or initiating posts on

friends' walls, as indicated by mean scores ranging from 3.18 to 3.18. This highlights the role

of social media as a platform for maintaining and nurturing social relationships among

international students.

Table 12: Descriptives of Non-Social Motivations Construct

Constructs Mean Std.

Deviation
It is ... for me to use social media to… - Keep track of the 3.73 1.260
international news
It is ... for me to use social media to… - Keep track of the local 3.62 1.330
news
It is ... for me to use social media to… - Escape from my 2.61 1.701
responsibilities
It is ... for me to use social media to… - Postpone tasks that I 2.61 1.659
should complete first
It is ... for me to use social media to… - Amuse myself 3.56 1.340
It is ... for me to use social media to… - Relax (from pressure) 3.91 1.153
Source: Field Survey, (2024).
Firstly, the data reveal that keeping track of international news has a relatively high

level of prevalence and is perceived as important, with a mean score of 3.73 and a standard

deviation of 1.260. Similarly, staying updated on local news also exhibits a notable

prevalence and level, with a mean score of 3.62 and a standard deviation of 1.330. In

contrast, motivations related to escapism and relaxation demonstrate moderate prevalence

and levels. Using social media to escape from responsibilities or postpone tasks has a mean

score of 2.61, indicating a moderate level of prevalence, while seeking amusement through

social media garners a mean score of 3.56, suggesting a somewhat higher prevalence.

Furthermore, the data indicate that relaxation and stress relief are prevalent motivations for

social media usage among international students, with a mean score of 3.91 and a standard

deviation of 1.153. This suggests that many international students perceive social media as an

effective tool for relaxation and stress management, indicating a high prevalence and level of

importance for this motivation.

Objective Two: The relationship amongst uses and gratification, social motivations, activity
based motivations and non-social motivations.
Correlations
Table 13: Correlations of Constructs

SOCIAL NONSO ACTIVIT USES_A

_MOTIV CIAL_M Y_BASD ND_GRA
ATIONS OTIVATI _MOTIV TIFICAT
ONS ATIONS ION
** **
Spearman's SOCIAL_MOTIV Correlation 1.000 .714 .804 .715**
rho ATIONS Coefficient
 Sig. (2-tailed) . .000 .000 .000
** **
NONSOCIAL_MO Correlation .714 1.000 .748 .774**
TIVATIONS Coefficient
Sig. (2-tailed) .000 . .000 .000
** **
ACTIVITY_BASE Correlation .804 .748 1.000 .840**
D_MOTIVATION Coefficient
S Sig. (2-tailed) .000 .000 . .000
** ** **
USES_AND_GRA Correlation .715 .774 .840 1.000
TIFICATION Coefficient
Sig. (2-tailed) .000 .000 .000 .
**. Correlation is significant at the 0.01 level (2-tailed).

Source: Field Survey, (2024).

1. Social Motivations and Non-Social Motivations: There is a strong positive

correlation between social motivations and non-social motivations, with a correlation
coefficient of 0.714 (p < 0.01). This suggests that international students who are
motivated by social factors on social media are also likely to be motivated by non-
social factors. For instance, students who use social media to connect with friends and
family may also be motivated to seek entertainment or cope with stress through non-
social interactions.
2. Social Motivations and Activity-Based Motivations: A strong positive correlation is
observed between social motivations and activity-based motivations, with a
correlation coefficient of 0.804 (p < 0.01). This implies that international students
who are motivated by social factors on social media are more inclined to engage in
activity-based interactions as well. For example, students who use social media to stay
connected with friends may also be motivated to share and respond to their friends'
updates.
3. Non-Social Motivations and Activity-Based Motivations: There is also a strong
positive relationship between non-social motivations and activity-based motivations,
with a correlation coefficient of 0.748 (p < 0.01). This indicates that international
students who are motivated by non-social factors on social media are likely to engage
in activity-based interactions as well. For instance, students who use social media to
seek information about academic topics may also be motivated to share information
about themselves or initiate personal interactions.
 4. Social Motivations and Uses and Gratifications: A strong positive correlation is

observed between social motivations and uses and gratifications of social media, with

a correlation coefficient of 0.715 (p < 0.01). This indicates that international students

who are motivated by social factors on social media, such as staying connected with

friends and family, are more likely to derive gratifications from their usage, such as

feeling connected and socially engaged.

5. Non-Social Motivations and Uses and Gratifications: Similarly, there is a strong

positive correlation between non-social motivations and uses and gratifications of

social media, with a correlation coefficient of 0.774 (p < 0.01). This suggests that

international students who are motivated by non-social factors on social media, such

as seeking information about academic or cultural topics, are likely to derive

gratifications related to information seeking and intellectual stimulation from their

usage.

6. Activity-Based Motivations and Uses and Gratifications: The correlation between

activity-based motivations and uses and gratifications of social media is particularly

strong, with a correlation coefficient of 0.840 (p < 0.01). This implies that

international students who engage in activity-based interactions on social media, such

as posting updates or responding to friends' posts, are more likely to derive

gratifications related to self-expression, interaction, and entertainment from their

usage.

Objective Three: Effect of Social Motivations on the Use and Gratifications of Social
Media
Table 14: Model Summary
Model R R Adjusted Std. Error of
Square R Square the Estimate
1 .727a .528 .523 .70478
Source: Field Survey, (2024).

The Model Summary provides an overview of the regression model's performance.

The R-squared value of 0.528 indicates that approximately 52.8% of the variance in

"Motivation" can be explained by the predictor variable, "Party Social Media Adoption." This

suggests a moderate relationship between these two variables. The adjusted R-squared value

is also 0.404, indicating that the model's fit remains consistent.

Table 15: Analysis of Variance

ANOVAa
Model Sum of Df Mean F Sig.
Squares Square
1 Regression 52.752 1 52.752 106.20 .000b
3
Residual 47.187 95 .497
Total 99.940 96
a. Dependent Variable: USES_AND_GRATIFICATION
b. Predictors: (Constant), SOCIAL_MOTIVATIONS
Source: Field Survey, (2024).
The Analysis of Variance (ANOVA) table assesses the significance of the regression

model. The F-statistic of 106.20 is highly significant (p < 0.001), suggesting that the

regression model as a whole is a good fit for the data. In other words, "Party Social Media

Adoption" significantly predicts "Motivation.

Table 16: Coefficients

Model Unstandardized Standardize t Sig.
Coefficients d
Coefficient
s
B Std. Error Beta
1 (Constant) 1.494 .222 6.718 .000
SOCIAL_MOTIV .631 .061 .727 10.306 .000
ATIONS
a. Dependent Variable: USES_AND_GRATIFICATION
Source: Field Survey, (2024).
 The Coefficients table provides detailed information about the predictors. The

constant term (intercept) is 1.494, and its significance (p < 0.001) suggests that, even when

"Social Motivations" is zero, there is a baseline level of "uses and gratification." The

coefficient for "Social Motivations" , and its significance (p < 0.001) indicates that as "Social

Motivation" increases by one unit, "uses and gratification" is expected to increase by 0.727

units.

Objective Four: Effect of Non-Social Motivations on the Uses and Gratifications of

Social Media
Table 17: Model Summary
Model R R Square Adjusted Std. Error of
R Square the Estimate

1 .827a .685 .681 .57594

Source: Field Survey, (2024).

The R-squared value of 0.685 indicates that approximately 68.5% of the variance in

"uses and gratification" can be explained by the predictor variable, "non social motivations”

This suggests a moderate relationship between these two variables. The adjusted R-squared

value is also 68.1%, indicating that the model's fit remains consistent.

Table 18: Analysis of Variance

ANOVAa
Model Sum of df Mean F Sig.
Squares Square
1 Regression 68.427 1 68.427 206.289 .000b
Residual 31.512 95 .332
Total 99.940 96
a. Dependent Variable: USES_AND_GRATIFICATION
b. Predictors: (Constant), NONSOCIAL_MOTIVATIONS
Source: Field Survey, (2024)
 The Analysis of Variance (ANOVA) table assesses the significance of the regression

model. The F-statistic of 206.289 is highly significant (p < 0.001), suggesting that the

regression model as a whole is a good fit for the data. In other words, "non-social motivation"

significantly predicts “uses and gratification”.

Table 19: Coefficients

Coefficientsa
Model Unstandardized Standardize T Sig.
Coefficients d
Coefficient
s
B Std. Error Beta
1 (Constant) 1.146 .185 6.198 .000
NONSOCIAL_MOTI .749 .052 .827 14.363 .000
VATIONS
a. Dependent Variable: USES_AND_GRATIFICATION
Source: Field Survey, (2024).

The Coefficients table provides detailed information about the predictors. The

constant term (intercept) is 1.146, and its significance (p < 0.001) suggests that, even when

"non-social motivations" is zero, there is a baseline level of "uses and gratification." The

coefficient for "uses and gratification" is 0.827, and its significance (p < 0.001) indicates that

as "non-social motivation" increases by one unit, "uses and gratification" is expected to

increase by 0.827 units.

Objective Five: Effect of Activity Based Motivations on the Uses and

Gratifications of Social Media

Table 20: Model Summary

Model R R Square Adjusted R Std. Error of the
Square Estimate

1 .856a .733 .730 .52992

Source: Field Survey, (2024).

The R-squared value of 0.733 indicates that approximately 73.3% of the variance in

"uses and gratifications" can be explained by the predictor variable, "activity based

motivation". The adjusted R-squared value is also 73%, indicating that the model's fit remains

consistent.

Table 21: Analysis of Variance

Model Sum of Df Mean Square F Sig.
Squares
1 Regressio 73.262 1 73.262 260.886 .000b
n
Residual 26.678 95 .281
Total 99.940 96
a. Dependent Variable: USES_AND_GRATIFICATION
b. Predictors: (Constant), ACTIVITY_BASED_MOTIVATIONS
Source: Field Survey, (2024).

The Analysis of Variance (ANOVA) table assesses the significance of the regression

model. The F-statistic of 260.886 is highly significant (p < 0.001), suggesting that the

regression model as a whole is a good fit for the data. In other words, "activity based

motivations" significantly predicts "uses and gratification”

Table 22: Coefficient

Model Unstandardized Standardize T Sig.
Coefficients d
Coefficient
s
B Std. Error Beta
1 (Constant) 1.401 .150 9.335 .000
ACTIVITY_BASED .702 .043 .856 16.152 .000
_MOTIVATIONS
a. Dependent Variable: USES_AND_GRATIFICATION
Source: Field Survey, (2024).

The Coefficients table provides detailed information about the predictors. The

constant term (intercept) is 1.401, and its significance (p < 0.001) suggests that, even when
"activity based motivation" is zero, there is a baseline level of "uses and gratification." The

coefficient for "activity based motivation" is 0.856, and its significance (p < 0.001) indicates

that as "activity based motivation" increases by one unit, "uses and gratification" is expected

to increase by 0.856 units.