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Measuring, Classifying and Predicting Prosumption Behavior in Social Media
Unformatted Document Text:  Social Media Prosumption     31    Table 3. Predictors of Prosumption Proclivity Resident Sample Student Sample (n= 281) (n=477) b t b t Content: News media exposure* .13* 2.36 .24* 5.36 Content: Picture taking frequency .08 1.5 .08 1.77 Media production resources .16* 2.81 .12* 2.65 Age -.34* -6.04 - Gender .15* 2.8 .03 .57 Education 0.03 -.48 - Income -0.03 .48 -.09 1.94 Internet Experience .13* 2.2 0.01 .16 Active member of political group -0.05 -.96 -.05 -1.1 Adjusted R square .24 0.08 *Significant difference at p < 0.01 Age and Education variables are not included in the student sample because of low variation.

Authors: Ha, Louisa. and Yun, Gi Woong.
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Social Media Prosumption
 
 
31 
 
Table 3. Predictors of Prosumption Proclivity 
Resident Sample 
      
Student Sample 
(n= 
281) 
   (n=477) 
                                          
 
  
     b           t          
 
 
b      
 t 
Content: News media exposure*               
.13*    2.36   
 
 
.24*    5.36 
Content: Picture taking frequency           
.08  
  1.5 
 
 
 
.08   
1.77 
Media production resources                    
.16*        2.81      
 
 
.12*     2.65 
Age 
 
 
 
             
-.34*     -6.04    
 
 
 - 
Gender 
      
.15* 
 
 
2.8 
   .03 
 
 
 
.57 
Education                                               
0.03        -.48    
       
 
Income                                                  
-0.03        .48     
 
 
-.09    1.94 
 Internet Experience                                
.13*       2.2      
 
 
0.01     .16 
 Active member of political group           
-0.05     -.96      
 
 
-.05      -1.1 
Adjusted 
square 
    
.24 
    0.08 
*Significant difference at p < 0.01 
 
Age and Education variables are not included in the student sample because of low variation. 
 


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