Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
The main objective of this research is to determine the factors that influence consumers intention to adopt social media for planning food tour in Klang Valley. In this paper, researcher has investigated the relationship between perceived usefulness, perceived trust, perceived ease of use, media ric...
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| Format: | Final Year Project / Dissertation / Thesis |
| Published: |
2023
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| Online Access: | http://eprints.utar.edu.my/6289/1/202306%2D40_Chong_Chun_Hong_CHONG_CHUN_HONG.pdf http://eprints.utar.edu.my/6289/ |
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| Summary: | The main objective of this research is to determine the factors that influence consumers intention to adopt social media for planning food tour in Klang Valley. In this paper, researcher has investigated the relationship between perceived usefulness, perceived trust, perceived ease of use, media richness and consumer intention to adopt social media for planning food tour in Klang Valley. In addition,
this research also tested which factor has the highest influence on this phenomenon.
The target respondents of this research involve the individuals who have been to Klang Valley for the purpose of dining before, and also have experience with using social media for planning food tour before. 300 sets of survey questionnaires were distributed within Klang Valley, and through convenience sampling and snowball sampling method. The raw data is then used for conducting Reliability Analysis, Multiple Regression Analysis, and Pearson Correlation Analysis through Statistical Package for Social Science (SPSS) version 27.
This paper has verified that perceived usefulness, perceived trust, perceived ease of use, and media richness has a significant positive relationship with consumer intention to adopt social media for planning food tour in Klang Valley. Moreover, it has also proven that perceived usefulness has the highest influence on this phenomenon. This paper also can provide guidance for food operators, tourism
board, government, and future researchers to improve the state of tourism industry which has been in decline since COVID-19 pandemic. Lastly, researcher has highlighted the implications and limitations of this research, and has also provided recommendations for future research in this field of study. |
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