Vol 32, 2024

June 2024

Regular Articles

Cover Page Vol 32
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Agropreneurship Training Evaluation Model for Sustainable B 40 Rural Community in Malaysia
Mastura Jaafar1, Sumathi Jayabalan2, Suhaida Herni Suffarruddin3
1School of Housing, Building and Planning, Universiti Sains Malaysia
2Yayasan Kemajuan Sosial Malaysia
3Faculty of Economics and Muamalat, Universiti Sains Islam Malaysia

DOI : https://doi.org/10.60016/majcafe.v32.01
Page 1-29   | Download PDF   |   ABSTRACT PREVIEW


Entrepreneurial training is one of the key elements that address poverty among the B40 (i.e., the lower-income group) in Malaysia. However, the results of accomplishing the introduced training program have not been proven empirically. This study aims to examine the effectiveness of agropreneur training in sustainable agropreneurship involvement in Malaysia. The four-level Kirkpatrick model and the self-regulation theory have been adopted in this study. A total of 200 respondents participated in a survey a year after the implementation of the program. The respondents perceived that the training program has been a success. The results showed a strong relationship between certain measures of reaction and learning regarding the respondents’ behaviour. More importantly, training has led to significant behavioural changes, which contributed to people’s continuous involvement in agropreneurship. The results have also shown that effective entrepreneurship training has created a significant, positive impact on rural agropreneur sustainability among the participants. 

training evaluation, entrepreneurship, sustainable agropreneurship, and agropreneur community training program

The Influence of Opinion Leaders on Consumer Buying Behavior Among Millennials in Klang Valley
Kong Chee Kei1*, Syuhaily Osman2,3
1Department of Social and Development Sciences, Faculty of Human
Ecology, Universiti Putra Malaysia
2Department of Resource Management and Consumer Studies, Faculty of
Human Ecology, Universiti Putra Malaysia
3Sustainable Consumption Research Group, Faculty of Human Ecology,
Universiti Putra Malaysia
DOI : https://doi.org/10.60016/majcafe.v32.02
Page 30-58   | Download PDF   |   ABSTRACT PREVIEW


Opinion leaders have emerged as individuals with social influence who serve as the core of an interpersonal communication network. The social trends have made opinion leaders significantly influence buying behavior, especially among millennials. A deeper understanding of the characteristics of opinion leadership is still needed and based on the two-step flow theory, we developed a research framework to study opinion leaders’ influence (trust, credibility, and originality) on consumer buying behavior. A simple random sampling method was used, and the sample comprised 398 millennials in Klang Valley, Malaysia. Data were collected via a self-administered questionnaire. Regarding the relationships involving the opinion leaders’ elements, Pearson correlation analysis found that the trust (r=0.545; p=0.00), credibility (r=0.518; p=0.00), and originality (r=0.398; p=0.00) of opinion leaders are significantly related to consumer buying behavior. Multiple regression analysis was then applied to examine the most influential opinion leader factors on millennials’ buying behavior. The result showed that this model contributed a total of 30.7% and that trust (β = 0.368, p = 0.000) is the most influencing factor on millennials buying behavior. Marketers will have an updated perspective on the influence of opinion leaders on consumer buying behavior knowing the profiles of opinion leaders is extremely beneficial for consumers to make wise purchase decisions. 

Credibility, Consumer buying behavior, Opinion leaders, Originality, Trust

Exploring Tourist Behavior on Halal Food as an Option for Culinary Tourism
Yuviani Kusumawardhani
Program Study of Diploma-Four of Hospitality, Sekolah Tinggi Pariwisata

DOI : https://doi.org/10.60016/majcafe.v32.03
Page 59-84   | Download PDF   |   ABSTRACT PREVIEW


As one of the countries with the world’s largest Muslim population, Indonesia places a high value on halal, including halal food in culinary tourism. Culinary tourism has attracted the attention of several researchers in recent decades because it enhances tourists’ travel experiences. Although much research has been conducted from economics, marketing, service, and ingredients perspectives, research on tourists’ behavior in selecting food during culinary tours in destinations dominated by non-halal food is still rare. This paper aims to present a framework for tourists’ halal food consumption behavior and investigate the factors that Indonesian tourists consider when deciding to consume halal food. To gain deeper insights, the author conducted qualitative research by conducting in-depth interviews with fifteen tourists at the Suryakencana Chinatown Tour in Bogor City, West Java Province, Indonesia. This study discovered that push factors reflect attitudes toward consuming halal food, allowing individual tourist attitudes to create halal markets and culinary tours, ultimately influencing how tourists buy halal food. 

Culinary Tourism, Halal Tourism, Tourist Behavior

Exploring the Relationship Among Service Satisfaction, Motivation and Purchase Intention in Malaysia’s Online Banking
Wong Kok Yaw
Faculty of Accountancy, Finance and Business, Tunku Abdul Rahman
University of Management and Technology

DOI : https://doi.org/10.60016/majcafe.v32.04
Page 85-103   | Download PDF   |   ABSTRACT PREVIEW


Customer satisfaction plays a vital role in service marketing, especially for online banking, due to the advancement of technology and the ease of online banking transactions. Recent studies have found that consumer motivation is crucial in capturing customer value and trust. Consumer motivation will affect consumer purchase intention. However, the scarcity of empirical evidence has inspired researchers to examine the relationship between consumer motivation, perceived service satisfaction, and purchase intention simultaneously in Malaysian online banking. Thus, the role of service satisfaction as a mediating variable in the relationship between consumer motivation (information influences, consumption patterns, and consumer involvement) and purchase intention was discussed in this paper. Data were collected from 250 online banking users through a self-directed questionnaire. All the data has been analyzed using partial least squares structural equation modelling (PLS-SEM). Findings confirmed the significant relationship between consumer motivation, perceived service satisfaction, and purchase intention. The results also indicated that perceived service satisfaction fully mediates the relationship between consumer motivation and purchase intention. Managerial implications were provided to guide online banking service providers on effective ways to retain their users through consumer motivation. 

Motivation, Service satisfaction, Purchase intention

Modeling Dynamic Consumer Preferences in Product Attributes for Social Media-Based Product Improvement Planning
Subagyo1,*, Dwi Adi Purnama1, Nur Aini Masruroh1, Ramdani Rizki Pratama1
1Department of Mechanical and Industrial Engineering, Universitas Gadjah

DOI : https://doi.org/10.60016/majcafe.v32.05
Page 104-140   | Download PDF   |   ABSTRACT PREVIEW


Consumer preferences for products change over time. The changes in consumer preferences are not just related to the level of importance of the attribute but also dynamics in the attribute itself. Previous studies generally employed the pre-determine attribute to measure the level of importance of the attribute. However, the pre-defined attributes approach has a problem in that new consumer attributes are not captured, resulting in misleading product development. Therefore, this study proposes a method to identify dynamic attributes and the level of importance of the attribute for product development without pre-determined attributes and unsupervised. A case study on the airline industry demonstrates the proposed method. Attribute changes are assessed using latent Dirichlet allocation to identify topics related to product attributes and sentiment analysis to evaluate satisfaction levels. Furthermore, the association rule approach is used to label unsupervised product topics. A total of 222,959 tweets related to the airline industry from 2015 to 2018 were collected and analyzed to demonstrate changes in consumer preferences over time. The results indicate that the proposed method effectively explores the dynamic of product attributes and critical attributes and provides valuable strategies for developing product or service improvement. The proposed method has also been validated and is in line with the successful innovation strategies of an Indonesian airline. 

consumer preferences, dynamic changes in attributes, service improvement, social media, airline industry, unsupervised

Social Media’s Role in Shaping Millennials Halal Shopping Trends in Malaysia
Hainnuraqma Rahim1, Mohamed Fairooz Abdul Khir2, Noorazlin Ani3,
Shafinar Ismail4, Nor Balkish Zakaria5*
1,4 Faculty of Business and Management, Universiti Teknologi MARA
Cawangan Melaka, Malaysia
2International Center for Education in Islamic Finance (INCEIF) University
2Commerce International Merchant Bankers Berhad (CIMB), Malaysia.
3Center for Islamic Development Management Studies (ISDEV), Universiti
Sains Malaysia
5Accounting Research Institute (ARI), Universiti Teknologi MARA

DOI : https://doi.org/10.60016/majcafe.v32.06
Page 141-176   | Download PDF   |   ABSTRACT PREVIEW


Social media influencers (SMIs) have emerged as pivotal figures in advertising and critiquing products and services. They serve as credible sources, disseminating persuasive messages that significantly influence consumer purchasing behavior, particularly among Millennials. This paper investigates the factors pertaining to SMIs that shape the purchasing behavior of Muslim Millennials in Malaysia towards halal food products. Employing a non-probability sampling method, the study surveyed 403 respondents using Structural Equation Modelling-Partial Least Square (SEM-PLS). Data collection utilised a structured closed-ended questionnaire as the survey instrument. Results indicate that SMIs’ expertise impacts consumers’ attitudes and behaviors towards halal food products, with expertise serving as the sole mediator. Furthermore, SMIs wield significant influence over consumer purchasing behaviour by disseminating product reviews and advertisements to a broad audience. Factors such as trustworthiness, attractiveness, and expertise among these influencers directly impact the purchasing decisions of millennials. This study makes a significant contribution by enhancing comprehension of the latest digital and social media technologies’ relevance and importance. 

social media influencers, purchase behavior, halal food products, Muslim, Millennials

Exploring the Relationship between Consumer Protection and Product Liability: Civil and Islamic Perspectives
Muhammad Hafiz Mohd Shukri1*, Rahmah Ismail2, Ruzian Markom2
1Faculty of Economics and Business, Universiti Malaysia Sarawak, Malaysia
2Faculty of Law, Universiti Kebangsaan Malaysia, Malaysia
DOI : https://doi.org/10.60016/majcafe.v32.07
Page 177-195   | Download PDF   |   ABSTRACT PREVIEW


Consumer protection is an aspect which aims to ensure that consumers are always given adequate protection from a legal perspective and also to increase the level of consumers’ trust in the quality of goods and services, which will, in turn, contribute to the economic growth of a nation. However, today, issues surrounding product liability cases are no longer uncommon, where consumers or third parties face the risk of suffering injury or property damage due to the existence of defects in a particular product. Thus, the main objective of this study is to analyze the relationship between consumer protection and product liability from both civil and Islamic perspectives. The type of research being carried out is doctrinal legal research. The data sources, including case law and statutory provision, are analyzed using content and critical analysis methods. The results show that according to civil and Islamic perspectives, consumer protection in the context of product liability plays a crucial role in conferring legal protection to consumers who are adversely affected by the use of particular products that pose a risk to health and safety. Further, the authors expect that the results of this study shall contribute new and significant knowledge by proving that the aspect of consumer protection is not only related to product liability issues from a civil perspective, but it is also can be evaluated from the Islamic perspective, which the earlier researchers have rarely discussed. 

Civil, Consumer protection, Islamic, product liability

Investigating Factors Influencing Consumer Intention to Use Online Streaming Services
Hui-Xian Ng1, Yen-Nee Goh1, Chee-Ngee Lim1
1Graduate School of Business, Universiti Sains Malaysia
DOI : https://doi.org/10.60016/majcafe.v32.08
Page 196-225   | Download PDF   |   ABSTRACT PREVIEW


This paper investigates factors influencing consumer intention to use online streaming services from the technology acceptance perspective based on the extended Technology Acceptance Model with additional variables – perceived enjoyment and incorporation with human and social constructs from Theory Reasoned Action. The consumer intention to use online streaming services remains unclear due to the gap between expectations of online streaming service providers and the high unsubscribe rate. This study deployed an online questionnaire to collect data from 250 Facebook users. Thus, the data collected for this study were from consumers not using online streaming services in Malaysia to understand the factors that could trigger their intention to use. The data collected were analysed using SPSS version 26 and PLS-SEM version 3.0. The role of self-efficacy as a moderator was examined to better understand consumer behaviour in online streaming services. The result revealed that subjective norms and perceived enjoyment have significantly impacted consumer intention to use online streaming services. Regarding the moderating effect of self-efficacy on the relationship between perceived ease of use and perceived usefulness, the outcome evidenced that self-efficacy plays a moderator role for both constructs. This paper attempts to fill the gap by extending the extant literature on consumer intention to use online streaming services by assessing the direct and moderating effects. Furthermore, the outcome of this study also provides valuable practical contributions for online streaming service providers by improving their understanding of consumer behaviour on the intention to use online streaming services. 

Theory of Reasoned Action, Extended Technology Acceptance Model, self-efficacy, online streaming services

Challenges Faced by the Department of Social Welfare in Empowering People with Disabilities (PWD): A Qualitative Study
Syukrina Alini Mat Ali1, Noor’ain Mohamad Yunus1,4, Mohd Ali Bahari Abdul Kadir2, Sri Fatiany Abdul Kader Jailani1,4, Naffisah Mohd Hassan1,4, Nurul Fatihah Ramdan1, Emily Mirza Kamsari3
1Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam, Selangor
2Institute of Business Excellence, Universiti Teknologi MARA, Shah Alam, Selangor
3Department of Social Welfare, Ministry of Women, Family and Community Development, Putrajaya
4Research Group: Sustaining Quality of Life, Faculty of Business and Management, Universiti Teknologi MARA, Puncak Alam

DOI : https://doi.org/10.60016/majcafe.v32.09
Page 226-259   | Download PDF   |   ABSTRACT PREVIEW


Empowering people with disabilities and mainstreaming their needs into the national agenda should increase their development opportunities, improve development outcomes, and enhance their quality of life. However, people with disabilities face numerous barriers that impede their full participation in the social, economic, and cultural aspects of life. The Department of Social Welfare plays an essential role in improving the well-being of people with disabilities and makes significant efforts to empower them and combat exclusion. Therefore, this study focuses on examining the role of the social welfare office in empowering people with disabilities. The study aims to identify key factors that facilitate or hinder the empowerment process within the department for persons with disabilities. In this qualitative research, data was collected through focus group discussions with officials from the Department of Social Welfare in Putrajaya. Two main themes emerged from the analysis, namely the strength and support system and the limitations faced by the Department of Social Welfare. The findings emphasize that monitoring progress and offering opportunities for people with disabilities can contribute to their empowerment. Collaboration between the Department of Social Welfare, other government agencies, non-governmental organizations (NGOs), and other parties is critical in promoting positive social change. By leveraging their respective strengths, resources, and expertise, they can create innovative solutions, implement effective policies, and significantly impact society. 

empowerment, people with disabilities (PWD), social welfare

The Use of Islamic Attribute in Food Product Marketing: Expert Views
Suraiya Osman1, Suhaimi Ab. Rahman2, Elistina Abu Bakar3, Yasmin Hanani Mohd Safian4
1Faculty of Syariah and Law, Universiti Sains Islam Malaysia, Malaysia cum Ph.D Candidate, Halal Product Research Institute, Universiti Putra Malaysia
2School of Business and Economics, Universiti Putra Malaysia
3Faculty of Human Ecology, Universiti Putra Malaysia
4Faculty of Syariah and Law, Universiti Sains Islam Malaysia

DOI : https://doi.org/10.60016/majcafe.v32.10
Page 260-289   | Download PDF   |   ABSTRACT PREVIEW


The vast number of Muslim consumers in Malaysia, which accounts for 63.5% of the total Malaysian population, offers a vast market segment to food producers—the food producers employ various marketing strategies to compete in the market. Among the strategies employed is the use of Islamic attributes in marketing activities. Food product marketers used Islamic attributes such as Muslim names, pictures, emblems, Quranic verses, and Hadith in their marketing campaigns. The free use of the Islamic attributes has drawn attention to knowing the Islamic perspective of the use. Through in-depth interviews, this research paper aimed to reveal the views of 7 Shariah experts in a rich and contextualized account of using Islamic attributes in food product marketing. The experts were selected through purposive and snowball sampling methods. Thematic analysis was used to analyze the data, which resulted in the emergence of six themes in this study. These themes include (1) protection of Islamic honor and dignity, (2) prohibition of using Islam for personal gain, (3) prohibition of unjust practices, (4) prohibition of superstitious or syirik acts, (5) promotion of good business practices, and (6) promotion of a healthy diet, revealing the Islamic perspective on its use. This study contributes knowledge to Islamic marketing and the rulings on using Islamic attributes according to the Shariah principle. This research sheds light on the ethical implications of using Islamic attributes in scholarly and marketing domains. Further, this research explores the triangulation method of data analysis and validity via Shariah and socio-research. 

Islamic attribute, marketing, food products, Islamic perspective, expert views

Exploring Challenges in Walking Frame Use Among the Elderly: A Study in Klang Valley, Malaysia
Mohd Rizal Hussain1, Rahimah Ibrahim1, Irwan Syah Md. Yusuff2, Mazatulfazura SF Salim3
1Malaysian Research Institute on Ageing, Universiti Putra Malaysia, Malaysia
2Faculty of Human Ecology, University Putra Malaysia, Malaysia
3Faculty of Medicine and Health Sciences, Universiti Putra Malaysia

DOI : https://doi.org/10.60016/majcafe.v32.11
Page 290-306   | Download PDF   |   ABSTRACT PREVIEW


The elderly utilize a walking frame to address deficiencies in balance, coordination, strength, and the risk of falling during walking. Despite previous research highlighting the advantages and benefits of walking frame use for this demographic, some individuals have encountered various issues concerning its use. Thus, this study aims to explore issues of walking frame use among the elderly in Klang Valley, Malaysia. A total of 30 participants of community-dwelling elderly aged 60 and above in Selangor and Kuala Lumpur who are current and former walking frame users and were selected via purposive sampling, were involved in this study. This study utilized the qualitative approach using semi-structured questions. Interview data in the form of verbatim transcripts were analyzed thematically. The majority of respondents were female with a mean age of 71.7 years old, (SD=8.06), Malay, married, primary education level, retirees, living with a spouse and children and staying in Selangor. On the health aspect, the majority of them had hypertension and Body Mass Index (BMI) was pre-obese (25.0 – 29.9 kg/m2). In terms of walking frame usage, most respondents used a standard walking frame (without wheels), used a walking frame for 1 year or less, purchased it by themselves or through family members, indoor usage and reason for use because of leg weakness due to injury. Thematic analysis results show that there were several issues identified such as the respondents’ physical and psychological condition, as well as walking frame issues on quality, design, use and cost. Furthermore, issues concerning the physical environment of the home were reported. It is hoped that these findings can serve as a reference for relevant parties to further explore aspects related to the use, product development, and management of physical environments concerning walking frames. 

community-dwelling, elderly, Malaysia, qualitative, walking frame

The Social Entrepreneurship and Empowerment Culture among Youth in Elderly Care
Mohd Shakir Zufayri Shuhaimi1, Khadijah Alavi1, Daniella Maryam Mohamed Mokhtar1
1Faculty of Social Sciences and Humanities, Universiti Kebangsaan Malaysia
DOI : https://doi.org/10.60016/majcafe.v32.12
Page 307-331   | Download PDF   |   ABSTRACT PREVIEW


This study investigates the factors and strategies that empower youth involvement in social entrepreneurship within the elderly care setting. It employs a qualitative design with a phenomenological approach. The purposive sampling method was adopted to interview youths aged between 18 and 30 and elderly service providers aged 30 to 50 years and above. The results indicated that the main factors driving youth involvement in social entrepreneurship in the elderly care setting include experience, awareness, skills, and financial capital as sub-themes. The strategies for empowering and generating income among youths in social entrepreneurship in elderly care settings refer to the education system, promotion through government programs, free training courses, and financial support. This study can also provide insights into the country’s preparation in terms of human capital development, aiming to enhance the well-being of the elderly and the career involvement of youth in providing sustainable elderly care services and facilities. 

social entrepreneurship, income generating, youth, elderly care

Consumer Behaviour Analysis for AI Services in the Tourism Industry
Dimitra Skandali1, Anastasios Magoutas1, Georgios Tsourvakas1
1Department of Business Administration, National and Kapodistrian University of Athens
DOI : https://doi.org/10.60016/majcafe.v32.13
Page 332-362   | Download PDF   |   ABSTRACT PREVIEW


Amidst the integration of Artificial Intelligence (AI) and robotics, this study investigates consumer behaviour with a specific emphasis on the determinants that impact the adoption and purchase of AI tourism applications by tourists, thereby augmenting their perceived value. The study aims to identify the factors that impact tourists’ inclination to adopt and buy AI tourism applications, with a focus on enhancing perceived value. Using data collected from a survey of 301 visitors of different nationalities visiting Greece, this study conducts structural equation modelling to assess the relationship between technology adoption and certain factors influencing customers’ perceived value in the tourism sector, considering the Value Adoption Model (VAM). Findings indicate that suggested modifications in the VAM demonstrate that factors including Happiness, Perceived Immersion, Trust and Effort are relevant to the successful acceptance concept of paying for using AI tourism apps. The most likely outcome is the mediating role of Perceived Value in willingness to accept and pay for AI tourism apps. The study recontextualizes the VAM theory by analyzing the acceptance of AI apps in tourism and hospitality sector research. The findings are valuable to hotel directors, ICT developers, and researchers studying the difficulties of technology adoption and implementation of service management in the hospitality industry. 

Artificially Intelligent tourism applications, perceived value, behavioural benefits, behavioural sacrifices

A Study of Retirement Preparedness among Malaysian Female Millennials
Hartini Jaafar1, Rosmini Ismail1, Hazianti Abdul Halim1, Mohd Faizal Basri1
1Faculty of Management and Economics, Universiti Pendidikan Sultan Idris
DOI : https://doi.org/10.60016/majcafe.v32.14
Page 363-388   | Download PDF   |   ABSTRACT PREVIEW


The purpose of this study is to examine the effect of financial literacy, financial stress, financial management practices, saving behaviour, household size and income adequacy, on Malaysian female millennials’ retirement preparedness. A total of 268 questionnaires were self-administered and collected from Malaysian female millennials residing and working in the Klang Valley aged between 26 to 41 years old using a purposive stratified sampling method. Regression analyses were performed using SPSS software to determine the influence of variables investigated on retirement preparedness. Findings indicate that financial literacy level (β = 0.154, t-statistic = 2.669), financial stress level (β = 0.108, t-statistic = 2.207), saving behaviour (β = 0.281, t-statistic = 5.713) and household size (β = 0.242, t-statistic = 2.616), have significant positive effects on retirement preparedness. Income adequacy (β = – 0.298, t-statistic = – 2.595) on the other hand, is significantly and negatively associated with retirement preparedness, while financial management practices are found to have no influence. This study contributes to extant literature by examining the increasingly significant segment of the working population in our country. Hence, our findings should provide more insights to interested stakeholders in designing new or improving existing financial planning programs or mechanisms, particularly those related to retirement to better promote sound retirement planning among Malaysian female millennials. 

female millennials, financial literacy, financial planning, retirement preparedness

Predictor Factors Influencing Young Adults’ Purchase Intention of Organic Food in Kuala Lumpur, Malaysia
Kanesh Gopal1, Song Bee Lian2
1Faculty of Accounting, Finance and Business / Tunku Abdul Rahman University of Management and Technology
2School of Marketing and Management/ Asia Pacific University of Technology and Innovation (APU)

DOI : https://doi.org/10.60016/majcafe.v32.15
Page 389-411   | Download PDF   |   ABSTRACT PREVIEW


This study is conducted to further understand the various behaviors of young adult consumers when it comes to organic food purchases. The study utilizes the AMOS SEM (v.24) tool to capture the relationship between the independent variables (perceived behavioral control, attitude, and subjective norm) and the dependent variable (the purchase intention of young adults). Young adults shape a growing demography in the heart of the capital city of Kuala Lumpur. It is crucial for scholars to further understand their purchasing interest, especially concerning organic food. Convenience sampling was utilized in this study as it is a practical method to capture the views of young adults in urban areas. A total of 200 respondents were tested in this study. Data was collected in areas such as shopping malls and cafes as it is more populated with younger crowds. Responses were collected via a 5-scale Likert-based questionnaire with items adapted from various past literature, and internal consistency tabulated through Cronbach’s Alpha, Average Variance Extracted, and Composite Reliability. The hypotheses were further verified using Confirmatory Factor Analysis, revealing valid significance in the notion that subjective norm and perceived behavioral control do indeed influence young adults in their purchase intentions of organic food products. Based on the results achieved, these results imply that young adults still very much rely on their peers and filial support as well as a perceived internal emotional control over their spending choices to make decisions when buying organic food. 

Organic food, young adults, purchase intention, Theory of Planned Behavior

Modeling of Determinants’ Influence on Consumer Behavior Towards Counterfeit Products in Indonesia and Malaysia
Sri Hartono1, Yuary Farradia2, Agustinus Hariadi DP3
1Faculty of Economic and Business, Magister Management Program, Universitas Mercubuana
2School of Postgraduate, Universitas Pakuan
3Faculty of Economics and Business, Magister Management Program, Universitas Mercubuana
DOI : https://doi.org/10.60016/majcafe.v32.16
Page 412-435   | Download PDF   |   ABSTRACT PREVIEW


This study investigates customer behavior in the context of purchasing counterfeit products. Specifically, it seeks to assess consumer awareness regarding value consciousness, ethical considerations, and legal sensitivity, which are believed to impact their attitudes and behavior. The study was carried out in both Indonesia and Malaysia. This study uses Smart PLS as a quantitative method and includes a sample of 360 respondents from Indonesia (180) and Malaysia (180) who have bought different types of counterfeit products. This study provides evidence that there is no significant disparity in the consumption intentions of counterfeit products between Indonesians and Malaysians since both nations display a similar trend. The results from both countries are in agreement, indicating that value awareness has a favorable and substantial impact on attitudes, personal gratification has an unfavorable and significant effect on attitudes, ethical sensitivity has a favorable and substantial impact on attitudes, and legal sensitivity has a favorable and substantial effect on attitudes. The impact of attitudes on behavioral intentions is positive and essential, as are subjective norms, perceived behavioral control, and habits. Policymakers must acknowledge this conclusion, as business entities that become victims of counterfeit products will inevitably encounter significant challenges if this issue remains unattended. The issue of counterfeit goods in Indonesia and Malaysia has substantial financial implications for both the government and enterprises. Consequently, law enforcement agencies assume a crucial role in addressing this problem. 

Value consciousness, ethical sensitivity, legal sensitivity, counterfeit product

Childcare Matters and How Financial Assistance Increases Mothers’ Participation in Malaysia’s Labour Market
Suhaida Mohd Amin1*, Zohreh Kashkouli2, Zakirah Zaid3
1Faculty of Business & Management, UiTM Melaka
2Centre of English Language, Isfahan University of Technology, Isfahan, Iran
3KAFA Integrasi Masjid Al-Falah, USJ 9, Subang Jaya

DOI : https://doi.org/10.60016/majcafe.v32.17
Page 436-455   | Download PDF   |   ABSTRACT PREVIEW


Malaysia is one of the ASEAN countries that is lagging behind others in terms of women’s employment level. The main reason for the lack of women in the workforce is childbearing. This study investigates the relationship between childcare matters (availability, education, quality, and cost of childcare) and mothers’ participation in the labour market. Besides, this research examined whether financial assistance relates to mothers’ employment participation. With the purposive sampling technique, the questionnaires were distributed through the online platform. Of the 513 respondents who had completed the survey, 394 were working, and 119 were not working. Besides, 276 (53.8%) respondents send their children to a registered childcare centre and 101 (19.7%) to an unregistered childcare centre. Besides, 136 (26.5%) respondents personally attend to the care of their children; this includes those who alternate child-rearing responsibilities with their partners due to differing work schedules. The binary logistic regression analysis found that childcare availability and childcare cost were significant, while childcare education and childcare quality were not. With positive and significant results, bootstrap analysis established that financial assistance is a mediator between the cost of childcare and a mother’s participation in the labour market. Based on the current situation in Malaysia, where financial assistance for childcare is limited and not comprehensive, this study suggests that the government increase the financial assistance provided. In addition, it is appropriate to conduct a study to provide evidence for the extent to which the existing financial assistance can help increase the participation of mothers in and continue to increase in the labour market. 

Childcare, childcare matters, financial assistance, mother’s labour force, mother’s participation

Exploratory Factor Analysis on Acceptance of Artificial Intelligence as Online Healthcare Product Sales Advisor Among Consumers of Guardian Pharmaceutical Outlets in Malaysia
Faridah Md Darus1, Peck-Leong Tan1, Hamidah Md Yusop1*
1Arshad Ayub Graduate Business School, Universiti Teknologi MARA
DOI : https://doi.org/10.60016/majcafe.v32.18
Page 456-479   | Download PDF   |   ABSTRACT PREVIEW


Switching from human to artificial intelligence (AI) as online health sales advisors significantly impact sales. AI has been shown to influence customer purchases and adapt quickly to changes in online retail. While AI enhances efficiency and personalisation in sales, it also introduces ethical dilemmas, such as job loss and bias, alongside consumer scepticism about its accuracy and trustworthiness. Integrating AI into pharmacy practices demands a deep understanding of its effects on pharmacists’ roles, signaling a significant shift in healthcare delivery. This study aims to explore and confirm the seven Unified Theory of Acceptance and Use of Technology 1 (UTAUT1) construct as a robust framework that can be utilized in the consumer acceptance of AI technologies in healthcare retail settings. The participants in the study were patrons of the Guardian Pharmacy in the Klang Valley region. The research team modified 46 questions from an earlier study, employing a dual translation method that involved translating the questionnaire from English to Malay and then back to English to better align with the demographics of the study group. The experts assessed and authenticated these revised statements to ensure their relevance and accuracy, focusing on content and appearance authenticity. The study analyzed and confirmed 103 responses using the exploratory factor analysis (EFA) technique. The EFA results indicated that each construct’s items were grouped into one component with factor loading higher than 0.6, with the total variance explained ranging from 69% to 90% and overall internal reliability of 0.944. This study enriches existing knowledge by validating the UTAUT1 framework as a robust framework in assessing consumer acceptance towards AI integration in healthcare sales, marking a significant shift in healthcare delivery and underscoring the need for a nuanced understanding of AI’s implications on pharmacists’ roles amidst ethical and consumer. 

artificial intelligence, technology acceptance, online sales advisors

Enhancing Consumer and Family Economic Well-Being in ASEAN: The Role of Technological Advancement and Institutional Quality in Navigating the Informal Economy
Amir Adnan Abdul Rani1, Ruhaini Muda2, Azlina Hanif3, Arlinah Abd Rashid4
1Faculty of Business and Management, Universiti Teknologi MARA
2Faculty of Business Management and Accounting Research Institute, Universiti Teknologi MARA
3,4Arshad Ayub Graduate Business School, Universiti Teknologi MARA

DOI : https://doi.org/10.60016/majcafe.v32.19
Page 480-514   | Download PDF   |   ABSTRACT PREVIEW


This study aims to assess the role of technological advancement and institutional quality in mitigating the formal economy and fostering more inclusive economic well-being for families and consumers in ASEAN countries. This study employed panel data analysis using yearly data for the ten countries in ASEAN, spanning from 2008 to 2018. Findings indicate significant and diverse impacts of technological advancement on the informal economy. The study found that the interaction between technological advancement and economic growth strengthens the relationship between the informal economy across models. The higher economic growth in a country is associated with reduced informal economic activities, as reflected in the principles of modernization theory. The finding further shows the significance of institutional quality in shaping the informal economy. Strong institutional quality helps to create a structured environment that reduces informal economic activities, aligning with neoliberal theory. Governance quality, including the absence of violence and terrorism and the control of corruption, plays a role in mitigating informalities. The study’s primary contribution is its specific focus on the informal economy and the intricacies of ASEAN nations. The study also provides empirical insights into the behavior and determinants of the informal economy in ASEAN nations. Even though the study acknowledges limitations related to data availability and the challenges of quantifying the gig economy, it holds valuable policy implications. 

ASEAN countries, Informal economy, Institutional quality, Technological advancement

The Study of Environmentally Responsible Behaviour in Household Electronic Waste Reverse Logistics: A Systematic Review
Azlina Muhammad1,2, Muhammad Zaly Shah Muhammad Hussein1, Mohd Hafiz Zulfakar2, Veera Pandiyan Kaliani Sundram2,3
1Department of Town and Regional Planning, Faculty of Built Environment and Surveying, Universiti Teknologi Malaysia
2Faculty of Business and Management, Universiti Teknologi MARA Cawangan Selangor, Puncak Alam
3Research Initiative Group (RIG) Sustainable Supply Chain Logistics, Universiti Teknologi MARA

DOI : https://doi.org/10.60016/majcafe.v32.20
Page 515-549   | Download PDF   |   ABSTRACT PREVIEW


This study aims to use a systematic literature review (SLR) as the research methodology on environmentally responsible behaviour in household electronic waste reverse logistics. Specifically, the study aims to examine the environmentally responsible behaviour in household e-waste reverse logistics and the factors that affect these behaviours. A systematic literature review is conducted in which studies published between 2015 and 2023 have been identified from ProQuest, Emerald, and Science Direct databases. A total of 27 studies have been found and analysed in the SLR. This review shows that consumers have expressed multiple behaviours and behaviour patterns. In addition, the study establishes a range of factors that affect consumer behaviours in household e-waste reverse logistics. The results of this study are important for recognising the global phenomenon of electronic waste. The results of this study offer valuable perspectives on consumer behaviour and understanding of the recycling of electronic waste, emphasising the need for better education and promotion of appropriate disposal options. These findings can provide valuable insights for developing effective policies and practices at both the organisational and socio-political levels, resulting in a more sustainable system for managing electronic waste. Furthermore, the research reveals important factors influencing individuals’ e-waste recycling behaviour, offering useful insights for professionals and policymakers in formulating strategies and regulations promoting consumer engagement in e-waste recycling. 

Systematic review, environmentally responsible behaviour, household electronic waste, reverse logistics, Wastes electrical and electronic equipment

Determinants of Consumers’ Intention to Use Mobile Banking in Malaysia: The Moderating Role of Education
Johan Ariff Jafri1, Syajarul Imna Mohd Amin1*, Aisyah Abdul Rahman1,2, Shifa Mohd Nor1,2, Khaira Amalia Fachrudin3
1Faculty of Economics and Management, Universiti Kebangsaan Malaysia
2Institute of Islam Hadhari, Universiti Kebangsaan Malaysia
3Faculty of Economics and Business, Universitas Sumatera Utara

DOI : https://doi.org/10.60016/majcafe.v32.21
Page 550-573   | Download PDF   |   ABSTRACT PREVIEW


Despite its plausible proliferation, Fintech entails increasing cybersecurity and trust issues. Thus, education is vital in moderating factors related to technology acceptance in using Fintech. This research aims to investigate the factors that influence Malaysian consumers to utilise mobile banking services. It integrates the UTAUT (Unified Theory of Acceptance and Use of Technology) model with perceived security and trust and uses education as a moderator. It used the convenience and quota sampling technique, with 399 responses collected through a survey. PLS-SEM analysis discovered that social influence and performance expectancy positively impacted the willingness of individuals to adopt mobile banking. Meanwhile, effort expectancy, system quality, trust, and perceived security are insignificant. Education moderates the relationship between intention and one factor (social influence). This research enlightens banks and policymakers in understanding consumer behaviour in promoting Fintech applications in banking. 

UTAUT; trust; perceived security; education; mobile banking

Relationship Between Environmental, Social and Governance and Corporate Financial Performance: A Systematic Literature Review
Cao Yingzhao1, Mohd Hizam-Hanafiah2
1Faculty of Economics and Management, Universiti Kebangsaan Malaysia
1Nanjing Audit University Jinshen College
2Faculty of Economics and Management, Universiti Kebangsaan Malaysia
DOI : https://doi.org/10.60016/majcafe.v32.22
Page 574-602   | Download PDF   |   ABSTRACT PREVIEW


This study conducts a systematic literature review to examine the relationship between Environmental, Social and Governance (ESG) and Corporate Financial Performance (CFP). ESG represents the non-financial performance of a business, while CFP reflects its financial performance. Achieving long-term success requires firms to find a balance between ESG performance and CFP. The Preferred Reporting Items for Systematic Review and Meta-Analysis (PRISMA) statement is employed to analyze the systematic literature review in this investigation. Data for the article were collected from Scopus and Web of Science databases spanning from 2000 to 2022. Both databases show consistent growth rates, with India being their top setting. This study reveals that quantitative techniques have been predominantly used in conducting investigations on this topic. With global emphasis on sustainable development and green economy, expectations of governments, regulators, corporations, and investment organizations have evolved beyond economic sustainability towards considering the well-being and responsibility of enterprises towards various stakeholders. Few scholars have utilized the PRISMA approach to analyze the impact of ESG on CFP; therefore, this study employs it to summarize how ESG ratings influence CFP as a reference for current research stage. Limitations are discussed along with recommendations for future research. 

systematic literature review, PRISMA, Environmental, Social and Governance (ESG), Corporate Financial Performance (CFP), relationship