Volume 12, July 2019

Factors Influencing Purchase Intention Among Malaysians In Selecting Airbnb Accommodation [3-14]
Aw Kae Woon, Ch’ng Chor Ban

Full Text | Abstract

    The purpose of this research is to examine the cause and effect relationship between price, electronic word-of-mouth, brand image, unique and local authenticity and purchase intention among Malaysians in selecting Airbnb accommodation. Questionnaire was developed and distributed to 205 Malaysians on perception and experience on Airbnb accommodation. Multiple regression analyses were used to analyse the relationship among variables of the conceptualised model. The findings confirmed the significant impact of price, electronic word-of-mouth and brand image except unique and local authenticity. The limitations and suggestions for future research development are also being discussed.
A Conceptual Framework For Innovation Traits And Acceptance Of The Adoption Of Blockchain In The Stockbroking Industry [15-29]
Soon Wai Leong

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    The term ‘FinTech’ which refers to the assimilation and used of information technology in finance to be more efficient and less costly in provision of services and operations as well as to enable new products to be offered in the finance industry that may be difficult to be offered previously as information technology had yet to catch up then. In the stockbroking industry, there is a need for these stockbroking firms to innovate itself so that its existence will remain relevant as it appears the more complex the technology is the less likely the technology will be adopted. One of the FinTech is the distributed ledger technology such as blockchain technology. The blockchain technologies can be applied elsewhere beyond finance. There is a dearth of research that examines how the innovative traits of blockchain itself influence its successful deployment in organisations and key determinants affecting the adoption of blockchain as well as how strategies and organisation structures are made adequate in the stockbroking industry. The purpose of this paper is to propose a conceptual framework to explore the research and application landscape of blockchain technology as well as to investigate the continuance intention to adopt blockchain technology in the stockbroking industry. The proposed conceptual framework is developed based on the Diffusion of Innovation theory and Technology Acceptance Model.
The Relationship Between Brand Equty And Food Trucks In Klang Valley, Malaysia. [30-45]
Gobinath Selvanayagam, Suresh Raj Muhmurti

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    Within this research project on the examination and investigation of factors influencing brand equity towards food trucks in Malaysia, a quantitative approach was applied, focusing on the potential impacts of brand image, brand loyalty, brand awareness, brand association and perceived price, on brand equity. Based on a set of questionnaires constructed by the researcher, using 5-point Likert scale, across a sample of 379 respondents, correlational and regression analyses were conducted, to examine the depth of the relationships that can be potentially found across the measured variables. From the findings of this research, all the proposed hypotheses were accepted. The independent factors such as brand image, brand loyalty, brand awareness, brand association and perceived price had a positive influence on the dependent variable of brand equity. The strength of these associations were encouraging for understanding the role that each of the measured variables play on brand equity, which in itself, is a subject of limited research. Additionally, food trucks and their impact on the market are also limited in research, which these findings may prove to validate.
Tourist Satisfaction With Visit Of Lushan Mountain [46-55]
Chen Cui, Guan Jiang Hua, Ye Jun

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    Tourist satisfaction is an important benchmark for measuring the development of “quality tourism” in tourist attractions. The purpose of this paper is to study tourist satisfaction of Lushan Mountain. The research method employed is based on the tourist satisfaction model of ESR by focusing on satisfaction of the tourists’ expected experience, scene experience and recall experience. The overall result of the field and questionnaire surveys shows that tourist satisfaction of Lushan Mountain is positive. The important factors withholding tourist praise are the attitudes of service personnel, toilet hygiene, entertainment activities, accommodation prices, and quality of the food served. Findings also show tourists were positive on their expected experience and recall experience, but negative on their scene experience. The study suggests the need to make improvements in accommodation, traffic, and entertainment activities to enhance tourist experience.
Factors Influencing Consumers’ Intention To Use McDonald’s Self-Service Kiosks In Klang Valley [56-77]
Tsai Hsin Yang, Smitha Geetha

Full Text | Abstract

    This research aims to investigate consumers’ intention to use McDonald’s self-service kiosks in Klang Valley. The researcher tries to understand consumer buying behavior as well as perceived benefit factor that lead to their intention of using self-service kiosks in McDonald’s. The scope of research is targeting to the young adults as well as working adult in which they have the spending and self-earning power to pay their bills via bankcard or smartphone transaction. A total of 385 samples were collected from the Klang Valley areas including Berjaya University College campus as well as from outside through online questionnaires. From this study, three major factors lead to consumer intention to use self-ordering kiosk, which are perceived usefulness, perceived ease of use and perceived enjoyment. The findings could potentially contribute to the development and management of McDonald’s and any other fast food restaurant adapt self-service kiosks in their restaurant to increase customer dining experience and loyalty.
Brand Equity In Selecting A Private Higher Education Institution In Klang Valley [78-89]
Suresh Raj Muhmurti, Gobinath Selvanayagam

Full Text | Abstract

    Building a strong brand equity is the top most priority of many private higher education institutions, but attaining this objective is not always an easy task. This study attempts to investigate the factors influencing brand equity towards the selection of private higher education industry. By having a better understanding of influencing factors, it will be helpful to marketers and institution operators to enhance the operation and managing the business. This is a descriptive and quantitative study with the use of self-administrated survey as data collection tool. A total of 468 questionnaires were collected among private higher education institution students in Klang Valley who are active students of a university. Descriptive analysis was used to analyze the demographic background of the respondents and characteristics of the study constructs. Reliability statistics, item-total statistics and exploratory factor analysis were used to examine the reliability and validity of the measurements of the constructs. A regression model was formulated to examine the relationship between the variables. All the variables revealed internal consistency as all the scale reliability ranged within 0.845 to 0.902. As for correlations, significant positive correlations were found and the multiple linear regressions analysis had positive significant relationship brand equity . The results of the statistical tests had been proved to be useful and significant of the proposed conceptual model about the factors influencing of brand equity of customer in selecting a private higher education institution in Klang Valley. Therefore, the operators and marketers should pay attention to improve the brand equity of the private higher education institutions in order to increase the selection of the private higher education institutions.
An Exploratory Study On First Semester Students’ Usage Of Course Networking (Cn) Features [90-101]
Goh Poh Kim, Irene Tan Ai Lian

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    This study explored first semester students’ perceptions and usage patterns of a higher education institution’s learning management system (LMS), Course Networking (CN). The population of this study was first-semester diploma students. Thirty two respondents were randomly selected to participate in this study. Descriptive statistics was used to compute and analyse the data. The findings suggested that the majority of the students were first time users with positive perceptions towards CN. The findings also indicated that the most frequently utilised CN feature was “Syllabus” and the most interested feature was “Gradebook.” The majority of the students agreed that all their lecturers use CN for teaching and learning purposes. The students used it to obtain learning materials and to receive announcements from their lecturers.