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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     17    Demographic Characteristics: Age, gender, education, income, and Internet experience in number of years were the five main demographic characteristics we examined as predictors of prosumption proclivity. In addition, respondents were asked if they were active members of different organizations such as political, social and religious organizations. RESULTS Sample Profile There were more female respondents than male respondents in the sample (41% males and 59% females). The median age of the student sample was 21 and the median age of the resident sample was 56. As expected, residents were much less likely to be members of social media (46.3 %) than college students (88.4%). As shown in Table 1, residents had significantly lower content resources than college students, but their production device ownership was about the same as college students. Their prosumption proclivity, production intensity, and prosumption index were also significantly lower than college students. Because of the substantial differences between the two samples, we separated the data analysis for each sample and show how the hypotheses and research questions results worked for each sample. [Insert Table 1 here] Prosumption and Content Resources The first hypothesis posited that the higher the content resources of the consumers, the more likely they will prosume. We examined this through the three indicators: prosumption proclivity (PROSP), production intensity of the respondents (PROI), and prosumption index (PROSI). For the student sample, both news media exposure and picture taking frequency have a significant positive correlation to prosumption proclivity (r news =0 .33, p < 0.01, r picture =.37, p

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
17 
 
Demographic  Characteristics: Age, gender, education, income, and Internet experience in 
number of years were the five main demographic characteristics we examined as predictors of 
prosumption proclivity.  In addition, respondents were asked if they were active members of 
different organizations such as political, social and religious organizations.  
RESULTS 
Sample Profile 
There were more female respondents than male respondents in the sample (41% males 
and 59% females). The median age of the student sample was 21 and the median age of the 
resident sample was 56. As expected, residents were much less likely to be members of social 
media (46.3 %) than college students (88.4%). As shown in Table 1, residents had significantly 
lower content resources than college students, but their production device ownership was about 
the same as college students. Their prosumption proclivity, production intensity, and 
prosumption index were also significantly lower than college students. Because of the substantial 
differences between the two samples, we separated the data analysis for each sample and show 
how the hypotheses and research questions results worked for each sample.   
[Insert Table 1 here] 
Prosumption and Content Resources 
The first hypothesis posited that the higher the content resources of the consumers, the 
more likely they will prosume. We examined this through the three indicators: prosumption 
proclivity (PROSP), production intensity of the respondents (PROI), and prosumption index 
(PROSI).  For the student sample, both news media exposure and picture taking frequency have 
a significant positive correlation to prosumption proclivity (r 
news
=0 .33, p < 0.01, r 
picture
=.37, p 


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