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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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Main Author: Chong, Chun Hong
Format: Final Year Project / Dissertation / Thesis
Published: 2023
Subjects:
H Social Sciences (General)
HA Statistics
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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spelling my-utar-eprints.62892024-04-07T11:53:14Z Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley Chong, Chun Hong H Social Sciences (General) HA Statistics 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. 2023 Final Year Project / Dissertation / Thesis NonPeerReviewed application/pdf http://eprints.utar.edu.my/6289/1/202306%2D40_Chong_Chun_Hong_CHONG_CHUN_HONG.pdf Chong, Chun Hong (2023) Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley. Final Year Project, UTAR. http://eprints.utar.edu.my/6289/
institution Universiti Tunku Abdul Rahman
building UTAR Library
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Tunku Abdul Rahman
content_source UTAR Institutional Repository
url_provider http://eprints.utar.edu.my
topic H Social Sciences (General)
HA Statistics
spellingShingle H Social Sciences (General)
HA Statistics
Chong, Chun Hong
Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
description 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.
format Final Year Project / Dissertation / Thesis
author Chong, Chun Hong
author_facet Chong, Chun Hong
author_sort Chong, Chun Hong
title Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
title_short Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
title_full Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
title_fullStr Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
title_full_unstemmed Factors influencing consumer intention to adopt social media for planning food tour in Klang Valley
title_sort factors influencing consumer intention to adopt social media for planning food tour in klang valley
publishDate 2023
url http://eprints.utar.edu.my/6289/1/202306%2D40_Chong_Chun_Hong_CHONG_CHUN_HONG.pdf
http://eprints.utar.edu.my/6289/
_version_ 1797547634728108032
score 13.211869

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