PERCEIVED VALUE OF SMARTPHONE AND ITS IMPACT ON DEVIANT BEHAVIOUR: AN INVESTIGATION ON HIGHER EDUCATION STUDENTS IN MALAYSIA

Abstract

The purpose of this study is to identify a customer perceived value associated with Smartphone and examine its impact on student’s deviant behaviour. Also this study examines the impact of perceived value on students ’ academic performances. A sample size of 122 full-time students were randomly chosen from various educational institutions. A multi-factor leadership questionnaire with a Likert-Scale from 1-5 was used to collect the data to determine customer perceived value associated with Smartphone and its impact on student deviant behaviour and performance. To ensure reliability and validity of the data set, the sample size only includes students who have been using a Smartphone for minimum of four months. Descriptive statistics shows that the most significant perceived value associated with Smartphone is functional value followed by emotional value and epistemic value. Social value was the least reason that students consider when purchasing and consuming a Smartphone. In terms of correlations, this study found that overall customer perceived value associated with smartphone is highly correlated with student deviant behaviour and performance. Also this study found that there is no significant correlation between emotional, epistemic and functional value with student deviant behaviour. This study only found a

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