Hypothesis Test

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This document discusses hypothesis testing, demographic characteristics of respondents, normality and distribution of data, preliminary analysis, reliability, and convergent and discriminant validity. It provides insights into the association between variables and the interpretation of findings.

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Hypothesis test

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TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................2
Demographic characteristic of the respondents...........................................................................2
Normality and distribution of data...............................................................................................5
Preliminary analysis.....................................................................................................................9
Hypothesis testing......................................................................................................................12
Interpretation of findings...........................................................................................................14
CONCLUSION..............................................................................................................................16
REFERENCES..............................................................................................................................17
APPENDIX....................................................................................................................................18
Divergent and convergent validity.............................................................................................18
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INTRODUCTION
Research methodology is all about to select the best methods to reach the defined aim.
The present study main aim is to develop a deep understanding about different variables which
entails the association between each other. The study is based upon the case study of Uber who
recently entered the Nepalese market and offer the service to all kind of people. The report will
highlight the importance of many factors that have influenced the riders in order to adopt the
Uber service. For that, primary research has been conducted in which 500 customers chosen
through which association between riders continuous use intension with customer need for
prestige, trust, customer return on investment, convenience and search benefits will be evaluated
effectively through inferential tool.
Demographic characteristic of the respondents
Gender
Frequenc
y %
Male 267 53%
Femal
e 227
45.40
%
Total 494 99%
Male Female
200
210
220
230
240
250
260
270
267
227
Gender
Frequency
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Interpretation: As per the demographic information it has been interpreted that out of 500
respondents, 267 are male whereas 227 are females
Education
Frequency %
Vocational/
High School 18 3.60%
HND 5 1%
University
Degree 319 63.80%
Post graduate 157 31.40%
Total 499 99.80%
18 5
319
157
Education
Vocational/High School
HND
University Degree
Post graduate
Interpretation: As per the education background most of the selected participants have a
University Degree such that 63.80% are degree holders. While, 3.60% of them are Vocation and
High School and 1% is HND and only 31.40% are Post graduates.
Age
Frequenc
y %
18-27 373 74.6
28-37 110 22

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38-47 11 2.2
48-57 5 1
Total 499 99.8
18-27
28-37
38-47
48-57
0 50 100 150 200 250 300 350 400
373
110
11
5
Age
Frequency
Interpretation: Most of them are adult such that out of 500, 373 are fall under the age of 18 to
27 and 110 are fall under 28 to 37. On the other side, 11 respondents are belongs to 38 to 47 and
only 5 of them are 48 to 57.
Average usage per week
Frequenc
y %
Two 173 34.6
Four 112 22.4
Six 40 8
Eight 23 4.6
Other 152 30.4
Total 500 100
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Two Four Six Eight Other
0
20
40
60
80
100
120
140
160
180
173
112
40 23
152
Average usage per week
Frequency
Interpretation: Most of the respondents stated that the use Uber service more than twice and out
of 500, 112 stated that they rider four times a week and 152 respondents stated that they use rides
more than eight times.
Normality and distribution of data
Descriptive Statistics
N
Minimu
m
Maximu
m Mean
Std.
Deviati
on
Varian
ce Skewness Kurtosis
Statist
ic Statistic Statistic
Statist
ic Statistic
Statisti
c
Statist
ic
Std.
Err
or
Statist
ic
Std.
Erro
r
Using uber
taxi
enhances
my self
confidence
500 1 5 3.29 1.181 1.395 -.386 .109 -.644 .218
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Using uber
taxi makes
me a worthy
person
500 1 8 2.77 1.217 1.482 .299 .109 -.292 .218
Using uber
services
makes my
friends
value me
500 1 22 2.83 1.460 2.131 4.544 .109 58.270 .218
Using uber
taxi is
prestiguos
500 1 7 3.41 1.160 1.345 -.274 .109 -.482 .218
I trust that
uber
services is
safer
500 1 5 3.63 1.177 1.385 -.656 .109 -.366 .218
I trust that
uber
services is
robbery-
free
500 1 5 3.34 1.122 1.260 -.242 .109 -.666 .218
I trust that
uber
services
drivers are
carful when
driving
500 1 7 3.64 1.034 1.069 -.417 .109 -.010 .218
I trust that
uber mobile
application
is safe to
use
500 1 9 3.66 1.026 1.053 -.341 .109 1.453 .218
I trust that
uber taxi
drivers will
not run
away with
my
belongings
500 1 5 3.42 1.109 1.231 -.409 .109 -.346 .218

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Using uber
services
helps me
get closer to
important
people
500 1 5 2.65 1.104 1.219 .187 .109 -.645 .218
Using
services
connects
socially me
to peopls
500 1 5 2.84 1.043 1.089 -.059 .109 -.603 .218
Using uber
services
helps me
develop
relationship
s with
others
500 1 5 2.91 1.139 1.297 .022 .109 -.728 .218
I feel loved
when use
Uber
services
500 1 5 2.90 1.130 1.277 -.103 .109 -.643 .218
I am greeted
and
welcomed
by an Uber
driver
anytime I
pick Uber
services
500 1 44 3.57 2.095 4.390 14.37
0 .109 278.40
1 .218
The uber
driver assist
me when
boarding
the car
500 1 5 3.35 1.065 1.134 -.434 .109 -.342 .218
Uber offers
friendly
service
500 1 5 3.71 .970 .941 -.705 .109 .463 .218
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Overall, I
will like
customer
service
offered by
uber
500 1 5 3.71 .967 .935 -.652 .109 .339 .218
Uber
service is
cheaper
499 1 5 3.27 1.145 1.311 -.274 .109 -.556 .218
Uber
service has
agood
economic
vallue
500 1 5 3.45 .985 .970 -.390 .109 -.113 .218
Uber
service
gives me
value for
money
500 1 9 3.52 1.064 1.132 -.142 .109 .907 .218
Using uber
makes me
feel relaxed
500 1 5 3.78 1.020 1.039 -.731 .109 .232 .218
I can get an
uber driver
anytime i
wanted
500 1 5 3.55 1.111 1.234 -.659 .109 -.053 .218
Uber
service is
always
accessible
500 1 5 3.63 1.024 1.048 -.641 .109 .114 .218
Payment
methods for
uber service
is flexible
500 1 5 3.66 .992 .984 -.790 .109 .586 .218
I am able to
complete
my journey
without
difficulty
500 1 5 3.79 .977 .954 -.856 .109 .733 .218
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It is easy to
search for
an uber
driver on
the mobile
application
500 1 5 3.73 1.096 1.200 -.877 .109 .371 .218
uber drivers
are easilty
available
500 1 5 3.55 1.059 1.122 -.615 .109 .019 .218
Uber
services are
normally
closer to me
500 1 5 3.38 1.069 1.143 -.397 .109 -.230 .218
It is easy to
reach an
Uber driver
500 1 5 3.54 1.019 1.038 -.491 .109 -.083 .218
I will
continue to
use uber
service
500 1 5 3.65 .970 .941 -.699 .109 .540 .218
I will
encourage
others to
use uber
service
500 1 5 3.72 .970 .940 -.721 .109 .444 .218
I will use
uber
services
more often
500 1 5 3.60 1.015 1.030 -.580 .109 .243 .218
GENDER 495 1 22 1.50 1.049 1.101 15.15
1 .110 295.66
4 .219
EDUCATI
ON 499 1 4 3.23 .645 .416 -1.073 .109 3.027 .218
AGE 499 1 4 1.29 .559 .313 2.106 .109 5.111 .218
AVUPW 500 1 5 2.74 1.675 2.807 .365 .109 -1.564 .218
YWUEXP 500 1 5 2.60 1.313 1.723 .715 .109 -.645 .218
Valid N
(listwise) 492

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Interpretation: The descriptive statistic entails that average number of respondents are neutral
that using Uber taxi enhances their self-confidence and that is why, it helps only 50% of the
chances to deviates from the answer. Further, mean of the respondents exhibits that they trust
that Uber services are safer. Also, in the context of the social connections, respondents respond
neutral which shows that Uber is not able to generate the social connections. Further, as per the
customer return on investment and search benefits, it has been analyzed that majority of the
respondents are agreed that Uber services are helpful. In addition to this, skewness of the data
reflected that substantially skewed distribution and Kurtosis is also negative which examine the
distribution is too peaked.
Preliminary analysis
Reliability
Case Processing Summary
N %
Cases Valid 492 98.4
Excludeda 8 1.6
Total 500 100.0
a. Listwise deletion based on all variables in
the procedure.
Reliability Statistics
Cronbach's
Alpha N of Items
.910 37
Interpretation: As per the Cronbach’s Alpha, the reliability is 0.91 which is strongest.
Convergent and Discriminant validity
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KMO and Bartlett's Test
Kaiser-Meyer-Olkin Measure of Sampling Adequacy. .931
Bartlett's Test of
Sphericity
Approx. Chi-Square 9221.410
df 496
Sig. .000
Communalities
Initial Extraction
Using uber taxi enhances
my self confidence .452 .482
Using uber taxi makes me
a worthy person .588 .691
Using uber services makes
my friends value me .572 .657
Using uber taxi is
prestiguos .431 .478
I trust that uber services is
safer .493 .496
I trust that uber services is
robbery- free .445 .486
I trust that uber services
drivers are carful when
driving
.549 .614
I trust that Uber mobile
application is safe to use .528 .561
I trust that Uber taxi
drivers will not run away
with my belongings
.454 .466
Using Uber services helps
me get closer to important
people
.547 .585
Using Uber services
connects socially me to
people
.671 .758
Using Uber services helps
me develop relationships
with others
.642 .703
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I feel loved when use Uber
services .483 .496
am greeted and welcomed
by an Uber driver anytime
I pick Uber services
.463 .505
The Uber driver assist me
when boarding the car .413 .441
Uber offers friendly
service .633 .723
Overall , I will like
customer service offered
by Uber
.545 .525
Uber service is cheaper .561 .561
Uber service has a good
economic value .630 .733
Uber service gives me
value for money .532 .499
Using Uber makes me feel
relaxed .535 .483
can get an Uber driver
anytime I wanted .602 .541
Uber service is always
accessible .667 .614
Payment methods for Uber
service are flexible .545 .476
I am able to complete my
journey without difficulty .525 .491
It is easy to search for an
Uber driver on the mobile
application
.601 .580
Uber drivers are easily
available .669 .677
Uber drivers are easily
available .637 .585
Uber services are normally
closer to me .634 .637
It is easy to reach an Uber
driver .670 .555

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encourage others to use
Uber service .716 .573
will use Uber services
more often .633 .484
Extraction Method: Principal Axis Factoring.
Factor Correlation Matrix
Factor 1 2 3 4 5 6
1 1.000 .135 .573 .573 .595 -.232
2 .135 1.000 .098 .221 .252 -.487
3 .573 .098 1.000 .472 .413 -.379
4 .573 .221 .472 1.000 .409 -.252
5 .595 .252 .413 .409 1.000 -.220
6 -.232 -.487 -.379 -.252 -.220 1.000
Extraction Method: Principal Axis Factoring.
Rotation Method: Oblimin with Kaiser Normalization.
Interpretation: With the help of divergent and convergent validity it has been analyzed that
there is a significant association between the all factors because the value of p is lower than 0.05
which means that as per the standard criteria, there is a positive relationship between all the
factors.
Hypothesis testing
H1: Consumer need for prestige has a positive effect on riders’ continuous usage intentions
H2: Trust has a positive effect on riders’ continuous usage intentions
H3: Customer return investment has a positive effect on riders’ continuous usage intentions
H4: Convenience has a positive effect on riders’ continuous usage intentions
H5: Search benefit has a positive effect on riders’ continuous usage intentions
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In this, there is only one dependent factor i.e. continuous usage intention, whereas many
independent variables like Consumer need for prestige, Trust, Customer return investment,
Convenience and Search benefit
Model Summary
Model R R Square
Adjusted R
Square
Std. Error of
the Estimate
1 .620a .384 .376 .766
a. Predictors: (Constant), It is easy to reach an Uber driver, Using
services connects socially me to peopls, I am greeted and
welcomed by an Uber driver anytime I pick Uber services, I trust
that uber services is robbery- free, Using uber taxi enhances my
self confidence, Uber service gives me value for money, Uber
service is always accessible
ANOVAa
Model
Sum of
Squares df Mean Square F Sig.
1 Regression 180.443 7 25.778 43.884 .000b
Residual 289.005 492 .587
Total 469.448 499
a. Dependent Variable: I will continue to use uber service
b. Predictors: (Constant), It is easy to reach an Uber driver, Using services connects
socially me to peopls, I am greeted and welcomed by an Uber driver anytime I pick Uber
services, I trust that uber services is robbery- free, Using uber taxi enhances my self
confidence, Uber service gives me value for money, Uber service is always accessible
Coefficientsa
Model
Unstandardized Coefficients
Standardized
Coefficients
t Sig.B Std. Error Beta
1 (Constant) .781 .174 4.486 .000
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Using uber taxi enhances
my self confidence .067 .032 .082 2.071 .039
I trust that uber services is
robbery- free .100 .034 .115 2.952 .003
Using services connects
socially me to peopls .069 .035 .075 1.983 .048
I am greeted and
welcomed by an Uber
driver anytime I pick Uber
services
.012 .017 .027 .723 .470
Uber service gives me
value for money .153 .038 .167 4.012 .000
Uber service is always
accessible .193 .043 .204 4.448 .000
It is easy to reach an Uber
driver .237 .043 .249 5.564 .000
a. Dependent Variable: I will continue to use uber service
Interpretation: By applying regression analysis tool, it has been analyzed that there is a
statistical analysis between the rider’s continuous usage intentions and different independent
variables. as a result, null hypothesis is rejected over alternative. Through the model summary it
has been examined that correlation between the variables is moderate as the value is fall 0.25 to
0.75. On the other side, if there is a change in the independent variable, only 38% change
identified within dependent variable.
Interpretation of findings
Gollagi, Kotagi and Pareek (2020) also examined in their study that as per the general rule of
Thumb, above 0.90 data is better and also helps to reflect the reliability is appropriate.
Keiningham and et.al., (2020) also investigated in their studies that except positive relationship,
there must be an association that helps them to increases the riders experience. In the context of
present study, there is almost lower negative and moderate relationship between all variables
which somehow affected the customer experience as well as brand image of Uber rides.
Therefore, it has been supported by Hoyer and et.al., (2020) that if the riders shared their
positive experience with company, then chances of sustaining the brand image at global level
increases. Whereas, due to any wrong reviews about any brand leads to cause opposite impact

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upon the branding of a business. Gill and Kim (2021) also argued that the customer service needs
to be focused by the companies that helps to attract range of customers towards it. For example,
as per the inferential statistics, it is examined that customers like the services offered by Uber
and that is why, the riders intention towards a customer’s services increases that causes positive
impact upon overall performance of a business.
Overall, Gao, Melero-Polo and Sese (2020) emphasized that leader of Uber must
performed effective action that helps to meet the defined aim as well as provide better experience
to their customers. Throughout the data it has been investigated that there they are not satisfied
with the services offered by the company and that is why, there is a need to improvement that
assist to improve the overall performance. Also, generate the customer return investment have
also a positive effect upon the continuous usage intention.
CONCLUSION
By summing up above it has been concluded through the demographic characteristic that
more than 50% are male as compared to female. Also, all the selected respondents have a
University degree and that is why majority of them are enjoyed the services offered by the Uber
services. In addition to this, it is also concluded through the regression analysis that there is a
positive relationship between the riders intention with all the other independent variables, as a
result alternative hypothesis is accepted over other. Therefore, the riders choices are affected due
to trust, convenience and search benefits, so Uber must consider such aspects before entering
into another country.
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REFERENCES
Books and Journals
Gao, L., Melero-Polo, I., & Sese, F. J. (2020). Customer equity drivers, customer experience
quality, and customer profitability in banking services: The moderating role of social
influence. Journal of Service Research. 23(2). 174-193.
Gill, P., & Kim, S. K. (2021). From franchisee experience to customer experience: their effects
on franchisee performance. Journal of the Academy of Marketing Science, 1-26.
Gollagi, S. G., Kotagi, V., & Pareek, P. K. (2020). Reliability Test (Cronbach Alpha Test) for
Variables Selection in Secure SDLC. Journal of Advancement in Parallel
Computing. 3(1).
Hoyer, W. D. & et.al., (2020). Transforming the customer experience through new
technologies. Journal of Interactive Marketing. 51. 57-71.
Keiningham, T. & et.al., (2020). Customer experience driven business model innovation. Journal
of Business Research. 116. 431-440.
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APPENDIX
Divergent and convergent validity
Total Variance Explained
Facto
r
Initial Eigenvalues
Extraction Sums of Squared
Loadings
Rotation
Sums of
Squared
Loadingsa
Total
% of
Variance
Cumulative
% Total
% of
Variance
Cumulative
% Total
1 11.599 36.248 36.248 11.164 34.886 34.886 9.104
2 3.475 10.858 47.106 3.106 9.705 44.592 3.837
3 1.913 5.978 53.084 1.486 4.644 49.236 6.938
4 1.341 4.191 57.274 .903 2.820 52.056 6.369
5 1.214 3.793 61.068 .799 2.498 54.554 6.427
6 1.107 3.461 64.528 .698 2.182 56.736 4.290
7 .996 3.112 67.640
8 .827 2.584 70.224
9 .713 2.227 72.451
10 .664 2.074 74.525
11 .631 1.973 76.497
12 .550 1.717 78.214
13 .545 1.702 79.917
14 .514 1.607 81.524
15 .483 1.509 83.033
16 .471 1.471 84.504
17 .443 1.385 85.890
18 .422 1.319 87.209
19 .413 1.290 88.499
20 .402 1.257 89.756
21 .376 1.176 90.932
22 .357 1.115 92.047
23 .340 1.062 93.109
24 .330 1.031 94.139
25 .301 .941 95.081
26 .290 .906 95.987
27 .259 .808 96.796
28 .238 .744 97.540

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29 .217 .679 98.219
30 .206 .645 98.864
31 .192 .600 99.464
32 .172 .536 100.000
Extraction Method: Principal Axis Factoring.
a. When factors are correlated, sums of squared loadings cannot be added to obtain a total
variance.
Factor Matrixa
Factor
1 2 3 4 5 6
Using uber taxi enhances
my self confidence .454
Using uber taxi makes me
a worthy person .672
Using uber services
makes my friends value
me
.613
Using uber taxi is
prestiguos .465
I trust that uber services is
safer .583
I trust that uber services is
robbery- free .483
I trust that uber services
drivers are carful when
driving
.622 .433
I trust that Uber mobile
application is safe to use .622
I trust that Uber taxi
drivers will not run away
with my belongings
.568
Using Uber services helps
me get closer to important
people
.652
Using Uber services
connects socially me to
people
.701
Document Page
Using Uber services helps
me develop relationships
with others
.642
I feel loved when use
Uber services .571
am greeted and welcomed
by an Uber driver anytime
I pick Uber services
.561
The Uber driver assist me
when boarding the car .502
Uber offers friendly
service .691 .433
Overall , I will like
customer service offered
by Uber
.637
Uber service is cheaper .542
Uber service has a good
economic value .647
Uber service gives me
value for money .635
Using Uber makes me
feel relaxed .663
can get an Uber driver
anytime I wanted .669
Uber service is always
accessible .738
Payment methods for
Uber service are flexible .671
I am able to complete my
journey without difficulty .666
It is easy to search for an
Uber driver on the mobile
application
.690
Uber drivers are easily
available .723
Uber drivers are easily
available .670
Uber services are
normally closer to me .698
Document Page
It is easy to reach an Uber
driver .723
encourage others to use
Uber service .736
will use Uber services
more often .678
Extraction Method: Principal Axis Factoring.
a. 6 factors extracted. 10 iterations required.
Pattern Matrixa
Factor
1 2 3 4 5 6
Using uber taxi enhances
my self confidence -.609
Using uber taxi makes me
a worthy person -.774
Using uber services makes
my friends value me -.763
Using uber taxi is
prestiguos -.634
I trust that uber services is
safer .634
I trust that uber services is
robbery- free .711
I trust that uber services
drivers are carful when
driving
.706
I trust that Uber mobile
application is safe to use .626
I trust that Uber taxi
drivers will not run away
with my belongings
.619
Using Uber services helps
me get closer to important
people
.719
Using Uber services
connects socially me to
people
.864

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Using Uber services helps
me develop relationships
with others
.829
I feel loved when use Uber
services .621
am greeted and welcomed
by an Uber driver anytime
I pick Uber services
.631
The Uber driver assist me
when boarding the car .619
Uber offers friendly
service .741
Overall , I will like
customer service offered
by Uber
.501
Uber service is cheaper .745
Uber service has a good
economic value .821
Uber service gives me
value for money .509
Using Uber makes me feel
relaxed
can get an Uber driver
anytime I wanted .667
Uber service is always
accessible .654
Payment methods for Uber
service are flexible
I am able to complete my
journey without difficulty .467
It is easy to search for an
Uber driver on the mobile
application
.669
Uber drivers are easily
available .847
Uber drivers are easily
available .792
Uber services are normally
closer to me .838
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It is easy to reach an Uber
driver
encourage others to use
Uber service
will use Uber services
more often
Extraction Method: Principal Axis Factoring.
Rotation Method: Oblimin with Kaiser Normalization.
a. Rotation converged in 8 iterations.
Structure Matrix
Factor
1 2 3 4 5 6
Using uber taxi enhances
my self confidence .409 -.669
Using uber taxi makes me
a worthy person .536 -.800
Using uber services makes
my friends value me .477 -.800
Using uber taxi is
prestiguos .410 -.654
I trust that uber services is
safer .463 .698
I trust that uber services is
robbery- free .677
I trust that uber services
drivers are carful when
driving
.465 .773 .450
I trust that Uber mobile
application is safe to use .510 .731 .468
I trust that Uber taxi
drivers will not run away
with my belongings
.428 .662 .404
Using Uber services helps
me get closer to important
people
.761 -.436
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Using Uber services
connects socially me to
people
.868 -.421
Using Uber services helps
me develop relationships
with others
.832
I feel loved when use Uber
services .684 -.433
am greeted and welcomed
by an Uber driver anytime
I pick Uber services
.461 .697
The Uber driver assist me
when boarding the car .645
Uber offers friendly
service .562 .484 .832 .473
Overall , I will like
customer service offered
by Uber
.508 .516 .660 .477
Uber service is cheaper .438 .747
Uber service has a good
economic value .508 .405 .849
Uber service gives me
value for money .559 .436 .400 .667
Using Uber makes me feel
relaxed .609 .537 .512 .528
can get an Uber driver
anytime I wanted .732 .431 .466 .469
Uber service is always
accessible .772 .476 .537 .511
Payment methods for Uber
service are flexible .643 .447 .530 .512
I am able to complete my
journey without difficulty .671 .478 .527 .463
It is easy to search for an
Uber driver on the mobile
application
.754 .479 .496 .461
Uber drivers are easily
available .822 .450 .465 .482

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Uber drivers are easily
available .763 .428 .407 .454
Uber services are normally
closer to me .793 .458 .403 .462
It is easy to reach an Uber
driver .664 .547 .456 .623
encourage others to use
Uber service .672 .569 .496 .620
will use Uber services
more often .635 .489 .426 .568
Extraction Method: Principal Axis Factoring.
Rotation Method: Oblimin with Kaiser Normalization.
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