Vol 28, 2022

June, 2022

Regular Articles

Cover Page Vol 28
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Payment Behaviour Among B40 Households During COVID-19 As A Mediator Towards Financial Well-Being
Amirah Shazana Magli, Mohamad Fazli Sabri, Husniyah Abd. Rahim, Mohd Amim Othman, Universiti Putra Malaysia
Page 1-32   |   Download PDF   |   ABSTRACT PREVIEW


Households in the B40 income category who are economically disadvantaged would be much affected during COVID-19, where the Movement Control Order (MCO) has limited the economic activity of households and businesses. They may find difficulties in loan repayments during the pandemic. During the order, the use of FinTech would facilitate payments. Hence, this study aims to determine the mediation effect of payment behaviour in the influence of FinTech usage on financial well-being among 2,125 respondents from B40 households in Malaysia via multi-stage random sampling and influential factors on financial well-being were also determined in this paper. Selfadministered questionnaires were distributed at the respondents’ residences. The mediated financial well-being model was a fit model based on the R square of 28.4 per cent; thus, the research findings have practical significance. Significant factors in the model comprised of income, savings, net-worth, health, internal locus of control, financial stress and FinTech usage in the first model. In the second model, payment behaviour mediated the effect of FinTech usage on financial well-being among B40 households. The models were valid models based on the significant F statistics. Prudent payment behaviour should be practised to elevate financial well-being. Though FinTech facilitates payments, a good financial situation would not be achieved without proper payments made for loans. Debt advisory services will be sought to assist households in improving their debt repayment practices. 

Financial well-being, Fintech, Locus of control, Net-worth, Payment behaviour

Determinants of Financial Vulnerability among Credit Counseling and Debt Management Agency Customers
Chong Kok Fei, Mohamad Fazli Sabri, Husniyah Abdul Rahim, Mohd. Amim Othman, Universiti Putra Malaysia
Page 33-67   |      Download PDF   |   ABSTRACT PREVIEW


A growing number of households are facing difficulties in making ends meet and are not resilient to cope with unexpected expenses during financial and economic instabilities. These households are deemed to be financially vulnerable, which might exert undesired impacts on economic growth and societal problems. In order to curb the financial vulnerability issue, this study aims to investigate the factors influencing financial vulnerability among Credit Counseling and Debt Management Agency Customers. Two theories, namely the family resource management model and self-efficacy theory were employed to serve as the basis of the research model. Four factors were proposed as relevant elements in the process of reducing financial vulnerability. This study proposes self-efficacy, financial literacy, and gender as input, financial behaviour as the throughput, and financial vulnerability as the output mechanism. Additionally, this study further examines the moderating effect of self-efficacy in the relationship between financial literacy and financial behaviour. A multi-stage random sampling technique was used to collect 640 usable responses from AKPK branches in Malaysia. After discarding unusable responses, the data were analysed using Partial Least Square Structural Equation Modeling (PLS-SEM). The analysis was conducted according to the highest standard of PLS-SEM guidelines by examining the measurement model before proceeding to the structural model. Resultantly, all the measurements were satisfactory in terms of reliability and validity. The model explained sufficient variance of financial vulnerability (R2 = 0.292). Financial behaviour was significantly influenced by gender (β = -0.07, p< 0.05) and self-efficacy (β = 0.44, p < 0.05), whereas financial vulnerability was negatively influenced by financial behaviour (β = -0.54, p< 0.05). Both mediating effect of financial behaviour in the relationship between self-efficacy and financial vulnerability (β = -0.24, p < 0.05), and the moderating effect of self-efficacy in the relationship between financial literacy and financial behaviour (β = 0.12, p< 0.05) were identified. Overall, the findings revealed that the relationship between financial literacy and financial behaviour is stronger when the self-efficacy of Malaysian households is high. 

Financial vulnerability, Financial literacy, Financial behaviour, Selfefficacy, Credit Counseling and Debt Management Agency (AKPK)

Financial Socialisation and Moderation Effect of Gender in The Influence of Financial Behaviour on Financial Well-Being among Young Adults
Mervin Anthony, Mohamad Fazli Sabri, Husniyah Abdul Rahim, Mohd. Amim Othman, Universiti Putra Malaysia
Page 68-99   |      Download PDF   |   ABSTRACT PREVIEW


Personal financial success is desired by young adults through their upbringing since childhood and may differ among men and women. In conjunction with these, the objective of this study was to assess the influence of financial socialisation on financial behaviour and financial well-being. It further analysed how the gender of young adults moderates the influence of financial behaviour on financial well-being. The conceptual framework was examined by subjecting data of 360 young adults to structural equation modelling (SEM). Multistage random sampling was used to sample the respondents. The results displayed a significant influence of financial socialisation on financial behaviour and the financial well-being of young adults. The results indicated the insignificant moderating effect of males in the influence of financial behaviour on financial well-being (β = 0.26, t = 1.388, p = 0.16). Meanwhile, the results indicated a significant moderating effect of females in the influence of financial behaviour on financial well-being (β= 0.73, t = 2.649, p = 0.08). This paper finds that the influence of financial behaviour on financial well-being depends on the gender of respondents, whereby the effect is not significant for male respondents, while the effect is significant for female respondents. In conclusion, the study concludes that the moderation by gender occurred, which impacts their financial well-being. 

Financial behaviour, Financial socialisation, Financial well-being, Gender, Young adults

The Antecedents of Financial Health in Malaysia with the Mediating Effect of Financial Vulnerability
Mohamad Fazli Sabri, Rusitha Wijekoon, Nik Ahmad Sufian Burhan, Husniyah Abd Rahim, Mohd. Amim Othman, Amirah Shazana Magli, Universiti Putra Malaysia
Page 100-129   |      Download PDF   |   ABSTRACT PREVIEW


Though financial experts have examined financial health antecedents to understand the concept properly, inconsistencies are still existing in this critical concept due to the individual differences among the people. Hence, the major objective of the current study is to examine the drivers of financial health for the Malaysian context to encourage their financial plans for achieving their future life goals. A questionnaire survey was conducted among Malaysian households who were selected using the multi-stage random sampling method. Based on the PLS-SEM analyses, all the direct and indirect relationships tested were revealed significant. Psychological construct; self-efficacy, financial factors; money attitudes, financial behavior, and financial vulnerability were identified as significant drivers of financial health, and except, financial vulnerability, all the other variables were found to positively influence the financial health of Malaysians. Altogether, they clarified 56.3% of the variance in financial health. Further, self-efficacy, money attitudes, financial behavior affected negatively financial vulnerability and explained 48.8% of the variance effectively. Moreover, self-efficacy, money attitudes, and financial behavior were assumed to have significant effects on financial health through financial vulnerability, and all the mediating effects were found significant. The current study widens the understanding of both the determinants of financial vulnerability, and financial health which guide financial experts, academicians, and policymakers to design policy guidelines to enhance the financial health of the general public. Furthermore, the findings of this study will assist the government and non-governmental organizations (NGOs) in developing a holistic approach aimed at improving the living standards and financial health of Malaysia’s lower-income households. 

Family resource management model, Financial behavior, Financial health, Financial vulnerability, Money attitude, PLS-SEM, Self-efficacy theory

The Relationship Between Push and Pull Factors and Intention To Visit Muslim-Friendly Hospitals For Medical Tourism Among Malaysian Muslim Consumers
Rizq Nadiah Sobani, Elistina Abu Bakar, Zuroni Md. Jusoh, Universiti Putra Malaysia
Page 130-146   |      Download PDF   |   ABSTRACT PREVIEW


Muslim-friendly medical tourism holds great potential in assisting with the post-covid efforts for the country. As of current literature, there is no prior research on what drives Malaysian Muslim consumers to visit Muslim-friendly hospitals. This study proposed the effects of push and pull factors on the intention to visit Muslim-friendly hospitals for medical tourism. A structured questionnaire was designed and distributed to 400 respondents who were sampled through multistage random sampling throughout the five zones in Malaysia; North Zone, East Zone, West Zone, South Zone, and Borneo Zone. Multiple regression analysis was used to analyse the data in order to examine the relationship between the push factors (religiosity and novelty-seeking), pull factors (Islamic attributes of hospitals) and the intention to visit Muslim-friendly hospitals for medical tourism. The result of the analysis indicated that religiosity and Islamic hospital attributes are the main push and pull factors that respectively predict the consumer’s intention to visit Muslim-friendly hospitals for medical tourism. Novelty-seeking, however, was found to not be able to predict the intention. This study can serve as a framework to enhance Malaysia’s Muslim-friendly hospitals to cater to medical tourists, both locally and internationally. The findings of this research can also contribute to the government and industry players in their post-COVID efforts to revive the local medical tourism industry and subsequently boost the Malaysian economy. 

Muslim-friendly hospital, Push and pull motivation factors, Religiosity, Islamic attributes, Visit intention

The Influence of the Work Environment on Employee Retention in the Malaysian Banking Sector
Abdul Kadir Othman, Nasuha Husna Ahmad Zubir, Azmi Mat, Universiti Teknologi MARA
Page 147-165 |      Download PDF   |   ABSTRACT PREVIEW


In most organisations, retaining talented staff has become a serious concern due to the current rate of employee turnover. This study aims to investigate the relationship between work environment factors and employee retention. These factors comprise flexible work hours, job security, co-worker support, superior-subordinate relationships, and communication as included in Ahmad, Tariq, and Hussain’s (2015) model. Using 384 data conveniently collected from Malaysia’s banking employees via a questionnaire survey method, the results revealed that three variables have significant relationships with employee retention; communication; people support and relationships (a combination of co-worker support and superior-subordinate relationship factors); and job security. This study will help banks improve their work environments in order to retain their talent. 

Banking sector, Employee retention, Work environment

The Mediating Role of Attitude in Influencing Consumer Purchase Intention Towards Online Apparel Shopping in Malaysia
Selvi Kausiliha Vijayan, SEGi University
Yu Hock Oo, Asia e University

Page 166-202   |      Download PDF   |   ABSTRACT PREVIEW


Online apparel shopping had been growing steadily in Malaysia over the decade. Regardless, the aspects of purchase intention are not well researched, and a holistic framework remains limited. Considering the potential of apparel shopping, this study was conducted to develop an integrated framework and to understand the role of attitude as a mediator using baseline models such as the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB). Using purposive sampling, this study retrieved 314 responses through a self-administered questionnaire from online apparel shoppers in Malaysia. The hypotheses were tested using PLSSEM. Conclusively, perceived risk, web experience, pricing, utilitarian, hedonic, and products and service attributes demonstrated a significant relationship towards attitude. Direct relationships were also present between pricing, utilitarian, hedonic, convenience and online apparel purchase intention (OAPI). Interestingly, attitude was found to mediate all variables towards purchase intention except for convenience. The findings contribute academically to marketing and online apparel literature in the Malaysian context. With these innovative insights, online marketers and online apparel business owners can better comprehend online buyers’ interest to purchase. 

Attitude, Convenience, Hedonic, Online apparel purchase intention, Perceived risk, Pricing, Product and services attributes, Utilitarian, Web experience

Factors Contributing to the Purchase of Energy-Efficient Appliances in Malaysia
Teddy Lian Kok Fei, Universiti Tunku Abdul Rahman
Page 203- 231   |      Download PDF   |   ABSTRACT PREVIEW


There is a growing realisation of the adverse impacts of climate change as it continues to grow more serious. One promising area for greenhouse gas mitigation is using energy-efficient appliances. This study identified the factors that contribute to using energy-efficient appliances in Malaysia. It utilised variables from the theory of planned behaviour (TPB), attitude, subjective norms, and perceived behavioural control. This basic model is extended with the additional variables of habit, environmental concern, environmental knowledge, and energy efficiency policy to explain the purchase of energy-efficient appliances. Apart from direct effects, the study also tested indirect effects of habit. A final set of 147 responses was collected through purposive sampling and analysed using partial least squares. The findings show that habit is the most critical direct variable contributing to the purchase of energy-efficient appliances. Other influential variables are attitude, perceived behavioural control, and environmental concern. Together, these four variables explain 65.4 per cent of the variance in the purchase of energy-efficient appliances. Furthermore, habit also mediates the effects of perceived behavioural control, subjective norms, and environmental knowledge on the purchase of energy-efficient appliances. Overall, the study points to the importance of including both habitual and intentional variables when buying energy-efficient appliances. In addition, the study indicates the need for the government to use different types of intervention, such as labelling and setting standards, giving incentives, and providing information, to promote and diffuse the use of energy-efficient appliances. Such efforts cannot be done only in short periods of time but must be continuous to be effective. 

Climate change, Energy-efficient appliances, Theory of Planned Behaviour, Habit, Energy-efficiency policy

Determinants of Online Game Player Loyalty Among Millennials: A PLS- SEM Approach
Sook Fern Yeo, Lim Kah Boon, Wei Sheng Tan, Multimedia University
Cheng Ling Tan, Universiti Sains Malaysia

Page 233-249   |      Download PDF   |   ABSTRACT PREVIEW


Online game loyalty has become a concern for many companies and game developers since the high competition in the gaming industry. This study aims to determine the influencing factors of online game loyalty. The questionnaires were distributed to 350 respondents using a purposive sampling technique, but only 173 were usable for further analysis. The study finds that social, game challenge, price, and game design factors are the determinants affecting customers’ online game loyalty. The study findings contribute to everyone, such as game developers and marketers. Game developers need to consider these factors to create a competitive edge in this multi-million-dollar industry. 

Loyalty, Game players, Game challenge, Game design, Malaysia

Understanding the Entrepreneurial Intention among University Students in Malaysia with a Moderating Effect of Education Major
Kah Boon Lim, Sook Fern Yeo, Wei Chuan Er, Multimedia University
Page 250-269
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In this continuously emerging economy, the unemployment rate is a worrying issue in Malaysia. Research suggested that the encouragement of undergraduates to become an entrepreneur could help resolve this issue. The purpose of this study is to investigate how perceived behavioural control, subjective norm, attitude, and entrepreneur motivation affects undergraduates’ intention to become an entrepreneur in Malaysia. This study has prepared a set of questionnaires for a sample of 243 targeted respondents. SPSS and Smart PLS were used to assess the model. This study also examines the moderating effect of an education major on the relationship of the four independent variables with the entrepreneurial intention among undergraduates in Malaysia. For the direct effects, the analysis result shows that perceived behavioural control, subjective norm, and attitude have a significant relationship with the entrepreneurial intention among undergraduates in Malaysia. Furthermore, the analysis result revealed that an education major significantly moderates the effects of both attitudes and perceived behavioural control on entrepreneurial intention among Malaysian undergraduates. The findings of this study assist the government and other relevant institutions in understanding the significant factors which must be considered to cultivate entrepreneurial intention among Malaysian undergraduates. 

Attitude, Education major, Entrepreneurial intention, Motivation, Perceived behavioural control, Subjective norm

Consumer Perception of Attributes of Organic Food in Shah Alam, Malaysia
Emilysta Emanuel, Farah Ayuni Shafie, Abdul Mujid Abdullah, Universiti Teknologi MARA
Page 270- 287
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Organic food can be defined as agricultural food products that are free from genetically modified ingredients, chemical pesticides, or chemical additives. This study aimed to assess the influence of demographic profiles (gender, employment status, income status, marital status, and educational level) on consumers’ perception of organic food. A total of 420 respondents participated in this study. Five factors were included to measure consumer perception, product characteristic, price, labelling and packaging, promotion, and accessibility of organic food. The findings of the study indicated that the demographic profiles influence consumers’ perception of organic food. Gender was found to influence three factors of the study which were the product, labelling and packaging, and price. Consumers with higher education levels and monthly income had a more positive perception of product characteristics and price. Single consumers were more likely to purchase organic food which they believed was pesticides free and they had better trust in branded food. Employment status did not affect the consumers’ perception of consuming organic food. This paper intensifies the perception of consumers in various factors (product, price, labelling and packaging, promotion, and place) towards organic food. 

Consumer perceptions, GMO-free, Organic food, Pesticide-free

No More Starving with Food Delivery Applications, But Why Should I?
Hasimi Sallehudin, Manad Ezziddin Taraf, Afifuddin Husairi Mat Jusoh@Hussain, Universiti Kebangsaan Malaysia
Mohammad Ismail, Universiti Malaysia Kelantan
Nur Azaliah Abu Bakar, Universiti Teknologi MARA
Farashazillah Yahya, Universiti Malaysia Sabah
Rogis Baker, Universiti Pertahanan Malaysia
Ahmad Firdause Md Fadzil, Universiti Sultan Zainal Abidin
Ruslee Nuh, Prince of Songkla University

Page 288-314   |      Download PDF   |   ABSTRACT PREVIEW


Food delivery applications are rapidly expanding and have become popular and successful in many countries. However, this sector is still in its initial stage, particularly in developed and emerging markets. This research aims to evaluate factors that affect consumers’ intention to use food delivery applications in Malaysia. First, create customer encounters with food delivery by smartphone devices by introducing a diffusion of the innovation model. Five characteristics: relative advantage, compatibility, observability, complexity, and trialability, were used to assess consumer intention in food delivery applications. A total of 218 valid samples were obtained from Malaysian consumers. This research shows a positive influence on the intention. A five-attribute perception was used to determine the intention to use food delivery applications. Together, these results have a critical managerial impact on core players, for example, food delivery companies or restaurants. One of the main implications is that food delivery companies must make their applications easy to access, smooth, and enjoyable. 

Consumers, Diffusion of innovation, Intention, Mobile applications, Online food delivery service

Visualising Food Safety Influence on Consumers’ Purchase Intention Along the Supply Chain: A Bibliometric Analysis
Aishah Suhaimi, Akmal Aini Othman, Veera Pandiyan Kaliani Sundram, Universiti Teknologi MARA
Page 315-334   |      Download PDF   |   ABSTRACT PREVIEW


Food safety research related to consumers’ purchase intention is increasing, even though at its infancy stages. It brings the need to identify worldwide current research trends. Thus, this study performed a bibliometric analysis to depict the scientific research on food safety’s effect on customer purchase intention. The tools called VOSviewer and Scopus analyser were used in this study. From 2003 to 2021, there were 133 papers retrieved in connection to food safety for consumers. All studies were analysed by co-word and cocitation analysis to understand the issues and nature of consumers’ behaviour and food safety. Four interesting themes emerge from the current study which are the area of concept development, consumption pattern, purchasing decision, and the implementation of food safety along the supply chain. 

Bibliometric, Consumer, Food safety, Purchase intention, Supply chain

Consumers’ Motivation Towards Satisfaction in Patronising Wasiyyah (Will) Services
Amalina Mursidi, Universiti Sains Islam Malaysia
Siti Salwani Razali, Suharni Maulan, Universiti Islam Antarabangsa Malaysia

Page 335-354   |      Download PDF   |   ABSTRACT PREVIEW


Wasiyyah is a well-known estate planning product, but little attention has been given to wasiyyah services. For this reason, the penetration rate of the wasiyyah service in Malaysia remains low despite efforts by the government to develop the industry to overcome the frozen assets problems. This paper aimed to understand consumer intrinsic and extrinsic motivation and their relationship with satisfaction in wasiyyah services among Malaysian Muslims. The study was conducted on 182 respondents who had already patronised the service. SPSS version 27 was used to test the proposed research hypotheses. The results indicate that consumers’ intrinsic (religiosity) and extrinsic motivation (institutional factors and wealth management) influence customer satisfaction in patronising wasiyyah services. This study hopes to benefit related parties such as Islamic estate planning institutions, who may use to carry out a well-planned strategy to ensure that wasiyyah services are delivered and to reinforce systematic regulations. 

Intrinsic motivation, Extrinsic motivation, Wasiyyah service, Self determination theory

Exploring Factors Affecting Consumers’ Intentions to Boycott French Products in Jordan
Hamza Salim Khraim, Amman Arab University
Page 355-377   |      Download PDF   |   ABSTRACT PREVIEW


This study aims to explore the factors affecting Jordanian consumers’ boycott of French products in the Jordanian market due to the controversial cartoons of Charlie Hebdo of Prophet Mohammed supported by the French government. Specifically, this study attempts to clarify whether consumers’ self-enhancement, subjective norms, religious animosity, and attitudes influence Jordanian consumers’ intentions to boycott French products. An online survey was employed to collect information from consumers, and a total of 533 questionnaires were completed and retrieved. Factor analysis and multiple regression were applied to test the hypotheses. Results revealed a statistically significant positive effect of subjective norms, religious animosity, and attitudes on Jordanian consumers’ intention to boycott. Meanwhile, selfenhancement had no significant effect on boycott intentions. Based on the squared multiple correlations found in boycott intentions, the research model was classified as moderately strong, which explains nearly half of the variances in the Jordanian consumers’ intention to boycott. 

Self-enhancement, Religious animosity, Subjective norms, Intention, Boycott products, Jordan

The Effects of Malaysian Consumer’s Emotions on Attitude Towards Mobile Advertising of Cosmetic Products
Shaizatulaqma Kamalul Ariffin, Tan Mee Lee, Ainul Mohsein Abdul Mohsin, Universiti Sains Malaysia
Page 378-404   |      Download PDF   |   ABSTRACT PREVIEW


The purpose of this paper is to examine the relationship between positive emotions (happiness, contentment, pride), negative emotions (sadness, fear, shame), and the attitudes of consumers towards positive and negative appeals in mobile advertising of cosmetics. Two stages of experiments were conducted. Firstly, selecting and validating two advertisements that emit positive and negative emotions. Secondly, examining the effects of positive and negative emotions on consumer attitudes towards positive and negative appeals in advertising. Quantitative analysis was used to test the hypotheses. A total of 338 respondents participated in an online survey, and data were quantitatively analysed via PLS-SEM. The findings show that positive emotions have significant positive effects on attitudes towards the positive appeal. Meanwhile, the negative emotions have significant negative effects on attitudes towards the negative appeal. This study also revealed negative emotions influence positive attitudes towards negative appeals. Advertisers may enhance their advertising effectiveness by embedding positive and negative emotions. 

Attitude toward mobile advertising, Contentment, Emotions, Fear, Happiness, Pride, Sadness, Shame

The Role of Counterfeit Consumption on Consumers’ Psychological Needs Satisfaction
Nurhidayah Rosely, New Era University College
Raja Nerina Raja Yusof, Haslinda Hashim, Universiti Putra Malaysia

Page 405-433   |      Download PDF   |   ABSTRACT PREVIEW


Consumer demand has been a leading cause for the mushrooming counterfeit markets, and thus these dark markets pose the greatest challenge for luxury brand manufacturers in preventing consumers from participating in counterfeiting activities. This paper, which was based upon a hermeneutic phenomenology study, sought to uncover a rich and contextualised account of 7 consumers’ consumption experiences on the purchase of counterfeit branded fashion goods through in-depth interviews. The phenomenological approach was used to probe into the living experience of consumers involved in counterfeit branded fashion goods consumption, and the consumers were selected via purposive and snowball sampling. The data were analysed using thematic analysis, and six themes emerged from this study; sharing information, trusted sources, social learning, adept, discernment, and deceiving, which unravelled the role of counterfeit consumption in psychological needs satisfaction. This study contributes knowledge to the area of counterfeit branded fashion goods and consumer behaviour as the emerging themes that describe the actual experiences captured from the consumers who were continuously involved in the counterfeit consumption practice. This research contributes to scholarly and managerial knowledge in the Malaysian context through more insights into comprehending the underlying causes of counterfeit consumption phenomena. 

Competence needs, Counterfeit consumption, Phenomenology, Psychological needs, Relatedness needs

Attitude Towards eWOM and Purchase Intention: Exploring the Effect of Central and Peripheral Cues
Xiang-Ying Ng, Yen-Nee Goh, Universiti Sains Malaysia
Page 434-465   |      Download PDF   |   ABSTRACT PREVIEW


This study aims to investigate the influence of eWOM factors in Facebook on attitude towards eWOM and purchase intentions of fitness membership in the emerging economy. In addition, the moderating effect of users’ expertise and involvement were also examined. A non-probability convenience sampling was employed, and an online survey questionnaire was posted on the Facebook pages of fitness clubs and fitness-related groups. There were a total of 388 questionnaires received in this study. The hypotheses were tested by Partial Least Squares-Structural Equation Modelling (PLS-SEM). Peripheral factors have a stronger effect than the central factor on the attitude of eWOM and purchase intention. Perceived eWOM quantity is the strongest predictor of purchase intention; however, perceived eWOM attractiveness has the most favourable impact on attitude toward eWOM. Perceived eWOM quality and credibility have a negative relationship with purchase intention. Users’ involvement moderates eWOM factors and purchase intention, while attitude towards eWOM fully mediates perceived eWOM quality and purchase intention. The findings gleaned from this study allow fitness clubs in the emerging economy to create effective social media campaigns, which will result in Facebook users spreading eWOM and changing their prospective consumers’ attitudes to influence their purchase intentions of fitness memberships. 

Facebook, electronic Word Of Mouth (eWOM), Elaboration Likelihood Model (ELM), Purchase intention, Fitness membership

Smartwatch Adoption: A Structural Investigation on Behavioural Intention Among Young Adults in Malaysia
Sharidatul Akma Abu Seman, Siti Noorsuriani Ma’on, Noor Azzah Said, Dilla Syadia Ab Latiff, Noorizan Mohamad Mozie, Universiti Teknologi MARA
Page 466-489   |      Download PDF   |   ABSTRACT PREVIEW


There has been a dramatic rise in the popularity of smartwatches, which are now widely available on the market. Nonetheless, these high-tech gadgets do not garner the same level of attention as smartphones or tablet computers. Despite predictions of continued steady growth in the industry, smartwatches have had no adverse effect on conventional watches. This research aims to determine what influences Malaysian consumers’ willingness to adopt smartwatch technology. The study sample consists of 342 young adults aged 35 years old and below. This study employed SmartPLS 3.2.9, a secondgeneration structural equation modelling tool to analyse the data, and the findings showed a significant influence of perceived hedonic, perceived innovativeness, and perceived compatibility on user behaviour and decisions to adopt smartwatch technology. Meanwhile, perceived self-expressiveness and the need for uniqueness were found to have a detrimental impact on behavioural intention. Furthermore, the findings revealed no relationship between utilitarian and healthology with the behavioural intention to adopt smartwatches. This study sheds new light on consumers’ perceptions of the value of smartwatches. Besides adding to our understanding of how people utilise smartwatch technology, this study also provides new insights into the practical implications for businesses and policymakers in the information technology and communication sectors and policymakers. The novelty of the research is to assess both motivations and technological factors in using a smartwatch. This research also examines the research’s limitations and offers recommendations for future research. 

Behavioural intention, Adoption, Young adults, Malaysia