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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     29    Table 1. Sample Profile Resident Sample (n=281) Student Sample (n=476) Gender Males 45% 39% Females 55% 61% Mean (SD) Mean (SD) t-value Age* 53.16 (16.1) 20.22 (35) 32.9 Social Media Use* 2.84 (6.83) 13.31 (13.68) 13.8 Household Income* $30,000-60,000 Under $30,000 6.6 Prosumption Proclivity* (PROSP) 1.21 (1.7) 3.21 (2.22) 13.7 (Range 0-11) Production Intensity (PROI)* .21(2.89) 4.38 (6.24) 12.49 Prosumption Index (PROSI) 1 0.50(2.24) 1.27 (9.77) 1.49 Content Resources (news media)* 11.25(11.4) 13.96 (13.0) 2.98 (pictures)* 0.56 (1.08) 1.56 (3.7) 5.21 Production Resources 2.60(1.12) 2.69 (.94) 1.01 • *p < 0.01 • 1 Difference is not significant because of extremely high standard deviation among the student sample even after dropping the outliers.

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
29 
 
 Table 1. Sample Profile 
    Resident 
Sample 
(n=281)         Student Sample (n=476)      
 Gender 
Males   
 
 
 
45% 
 
 
 
39% 
 
 
 
Females    55% 
   61% 
Mean  (SD) 
  Mean 
(SD)               t-value 
Age* 
    53.16 
(16.1) 
 
 
   
20.22 
(35) 
 32.9 
Social Media Use* 
 
 
 2.84 (6.83) 
 
 
13.31 (13.68)   
13.8 
Household Income*   
 
$30,000-60,000  
 
Under $30,000 
  6.6 
Prosumption Proclivity* (PROSP)       1.21 (1.7) 
 
 
3.21 (2.22) 
 
13.7 
(Range 
0-11) 
   
Production 
Intensity 
(PROI)* 
 .21(2.89) 
  4.38 
(6.24)                  12.49 
Prosumption Index (PROSI)
1
 
  
0.50(2.24) 
  1.27 
(9.77) 
 
  
1.49 
Content Resources (news media)* 
11.25(11.4) 
  13.96 
(13.0) 
  
2.98 
 
 
        (pictures)*  
  0.56 (1.08)   
 
 1.56   (3.7) 
 
 5.21 
Production 
Resources 
   
 
2.60(1.12) 
  2.69 
(.94) 
  
1.01 
 
*p < 0.01 
 
1
Difference is not significant because of extremely high standard deviation among the 
student sample even after dropping the outliers. 


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