Volume 10, July 2018

Difference Of Choice In Hotels Selection Between Two Genders [3 – 13]
Ch’ng Chor Ban

Full Text | Abstract

    This purpose of this study is to focus on the preferences difference in choice of hotels in travellers between the two genders in terms of cleanliness, friendliness of hoteliers, location, facilities and security. A total of 150 males and female travellers participated in a questionnaire survey. The correlation tests showed positive correlations between all five independent variables for both genders. The t-test and regression analysis showed that male travellers are indifferent to all five variables. However, female’s travellers view cleanliness, location, facilities and security as significant selection criteria. As past studies have also shown that females, especially in a family setting, are the primary decision makers, their concerns and perceptions of the various attributes of hotels are most important and hoteliers need to take heed in order to ensure that their hotels are the preferred choices especially by individual and family travellers.

    Gen Y’s Perspectives On Apparel Website’s Quality And Repurchase Intention [14 – 27]
    Tor Hooi Jia

    Full Text | Abstract

      The tendency for Gen Y to be online purchasers is quite high as they are considered to be digital natives. Hence, it is important to study repurchase intentions of this group, especially for apparel websites due to its low conversion rate. Understanding Gen Y’s perspectives on apparel website’s quality may provide valuable information for apparel website owners or sellers to improve on their website’s quality. The purpose of this qualitative phenomenological study is to understand Gen Y’s experience as online shoppers and their repurchase intentions for apparel. Purposeful sampling was used to select the participants to be interviewed. The two main criteria used to choose the participants are that they must be Gen Y and have repurchased apparel online. The data collected through interviews were analysed using the constant comparative analysis method and three themes were generated. They are Gen Y’s Purchase Experience with Apparel Websites, Influential Characteristics of Apparel Websites, and Gen Y’s Repurchase Intentions for Apparel


    The Influences Of Celebrity Endorsement On Consumers’ Purchase Intention Towards Cosmetic Products [28 – 43]
    Lim Chi Yan

    Full Text | Abstract

      Most of the cosmetic product brands use celebrity endorsers that can well-represent on behalf of their brands in order to capture the attention of consumers and to increase their tendency of purchasing the products. Thus, the importance of the influences of celebrity endorsement on consumers’ purchase intention in the cosmetic industry needs to be studied. The objective of this qualitative phenomenology study is to identify the influences of celebrity endorsement on consumers’ purchase intention towards cosmetic products through the participants’ experience, which is the lived experience of consumers who depend on celebrity endorsement to purchase cosmetic products. Semi-structured interviews and the constant comparative analysis technique were used in this study. Three themes were identified which include Types of Information Sources of Celebrity Endorsement, Roles of Celebrities in Consumers’ Purchase Intention and Influential Factors of Celebrities on Consumers’ Purchase Intention.

    The Role Of Social Media On Employee Communication And Empowerment [44 – 59]
    Devina Christiana

    Full Text | Abstract

      Social media platforms can be used to transform the communication process for both individuals and organizations. These platforms have eased the communication and sharing process inside organizations. The purpose of this qualitative phenomenological research is to discover the experiences of respondents in using social media in their respective organizations. Their input is crucial to gain a better understanding about the role of social media on employees’ communication and empowerment. Generation Y entry-level employees were the purposeful sample of this study. They widely use social media in the workplace and are able to provide insights on social media’s functions in an organizations’ communication and employee’s empowerment. The data were collected through interview sessions, which were then analyzed with a constant comparative analysis technique. Six themes emerged from the data. These six themes are: Social Media as a Communication Bridge, Social Media as a Global Communication Platform, Social Media as a Global Knowledge Sharing Platform, Social Media in Building Employee Network and Collaboration, Social Media Encouraging Continuous Learning from Diverse Resources, and Social Media in Developing Employee’s Empowerment.
      The Role Of E-Marketing Tools In Attracting Participants For Special Events [60 – 74]
      Melanie Gee Kerr Lohh

      Full Text | Abstract

        Electronic marketing tools have become crucial in the marketing communication world. The advancement of technology has resulted in the emergence of electronic marketing tools in various areas including special events. The implementation of e-marketing tools enables companies to attract event attendees for special events. This study focused on the role of e-marketing tools in attracting participants for special events. The purpose of this qualitative study is to construct meaning based on the experience of the respondents who used electronic marketing tools in order to have a better understanding on their perceptions toward the effectiveness of these tools in attracting participants to special events. Purposeful sampling was used to identify the respondents who have the experience of using e-marketing tools for attending special events. A total of two respondents were interviewed. The information gathered were analysed using the constant comparative method. The data resulted in six themes, which are The Types of E-marketing Tools for Special Events, The Roles of E-Marketing Tools for Special Events, The Types of Information Received through E-Marketing Tools for Special Events, The Importance of E-marketing Tools in Promoting Special Events, The Enhancement of Website Designs for Special Events and The Collaboration with other Digital Platforms for Special Events.

      Restaurant Business And Determinants Of Consumer Behavioral Intensions [75 – 95]
      Tan Wen,      Smitha Geetha

      Full Text | Abstract

        This research aims to examine the influence between the restaurant physical environment, emotional response, hedonic experience and consumer behavioral intentions. The findings reveal that the three factors of the physical environment strongly and positively influence customer emotional response, hedonic experience and consumer behavioral intentions. Similarly, both emotional response and hedonic experience also strongly and positively affect consumer behavioral intentions. Hedonic experience was the most significant predictors that effect on consumer behavioral intentions. A total of 395 cases from a survey were used to assess overall fit of the proposed model and test hypotheses using SPSS via a self-administered questionnaire. The respondents of this survey are those whom had visited at RBT casual restaurant chain located in Guiyang City, Guizhou Province, China. This study emphasizes on how important it is that managers of restaurant consider the significance of the physical environment construct of design that it contributes positively to customer’s emotional response, hedonic experience and consumer behavioral intentions of service settings. This research represents an attempt to develop a more comprehensive model which explains how physical environment affect customer emotional response, hedonic experience and consumer behavioral intentions.


      Choice Of Language Learning Strategies: A Case Study Of Proficient And Less Proficient EFL Students In The Development Of Speaking Skills Of An Intensive English Programme [96 – 107]
      Ong Su Sien,      Dorcas Lam Yarn Pooi,      Persis Dineen Rodrigues

      Full Text | Abstract

        Language instructors continuously look for various methods to support the learners’ development of speaking skills. With this challenge in mind, it is important for both language learners and instructors to find out the most effective language learning strategies. This study aims to explore the choice of language learning strategies employed by both proficient and less proficient EFL students in the development of speaking skills within a 12-week Intensive English Programme (IVEP). A total of 10 learners from Pre-Intermediate level participated in this research. Questionnaire was used as a quantitative method to find out the selection of language learning strategies employed by both groups in the development of speaking skills. Interview was employed as a qualitative method to explore reasons why specific language learning strategies were chosen. The findings show that social strategies were frequently employed by both proficient and less proficient EFL learners. Other contributing factors such as the types of speaking task and instrumental motivation had great impact on the selections of language learning strategies among the learners. This research indicates that the choice of language learning strategies is mainly determined by the nature of the speaking tasks.