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Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning

The aim of this study is to understand and identify the roles of electronic word-of-mouth (eWOM) and online social network advertisements in influencing the consumer online social network usage intention for travel planning among Malaysians. The independent variables used in this study are electroni...

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Main Author: Low, Way Anne
Format: Final Year Project Report
Language:English
Published: Universiti Malaysia Sarawak (UNIMAS) 2017
Subjects:
HF Commerce
Online Access:http://ir.unimas.my/id/eprint/33664/1/Low%20Way%20Anne%20ft.pdf
http://ir.unimas.my/id/eprint/33664/
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spelling my.unimas.ir.336642024-02-09T03:50:58Z http://ir.unimas.my/id/eprint/33664/ Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning Low, Way Anne HF Commerce The aim of this study is to understand and identify the roles of electronic word-of-mouth (eWOM) and online social network advertisements in influencing the consumer online social network usage intention for travel planning among Malaysians. The independent variables used in this study are electronic word-of-mouth (eWOM) and online social network advertisements, with emotional state as the mediator and consumer online social network usage intention for travel planning as the dependent variable. Survey questionnaire is the research instrument that is utilized in this study to obtain data from the targeted sample size, which is 400 Malaysian respondents. The actual data collection of this study was carried out by posting and sharing the online questionnaire to 400 Malaysian users on Facebook. Statistical Package of Social Sciences (SPSS) version 22 software was implemented to analyze the data collected, by using Descriptive Statistics, Reliability Analysis, Correlation Coefficient Analysis and Simple Linear Regression Analysis. The three hypotheses stated in this study are accepted, where the results showed that there are significant relationships between electronic word-of-mouth (eWOM) and emotional state, between online social network advertisements and emotional state, as well as between emotional state and consumer online social network usage intention for travel planning Universiti Malaysia Sarawak (UNIMAS) 2017 Final Year Project Report NonPeerReviewed text en http://ir.unimas.my/id/eprint/33664/1/Low%20Way%20Anne%20ft.pdf Low, Way Anne (2017) Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning. [Final Year Project Report] (Unpublished)
institution Universiti Malaysia Sarawak
building Centre for Academic Information Services (CAIS)
collection Institutional Repository
continent Asia
country Malaysia
content_provider Universiti Malaysia Sarawak
content_source UNIMAS Institutional Repository
url_provider http://ir.unimas.my/
language English
topic HF Commerce
spellingShingle HF Commerce
Low, Way Anne
Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning
description The aim of this study is to understand and identify the roles of electronic word-of-mouth (eWOM) and online social network advertisements in influencing the consumer online social network usage intention for travel planning among Malaysians. The independent variables used in this study are electronic word-of-mouth (eWOM) and online social network advertisements, with emotional state as the mediator and consumer online social network usage intention for travel planning as the dependent variable. Survey questionnaire is the research instrument that is utilized in this study to obtain data from the targeted sample size, which is 400 Malaysian respondents. The actual data collection of this study was carried out by posting and sharing the online questionnaire to 400 Malaysian users on Facebook. Statistical Package of Social Sciences (SPSS) version 22 software was implemented to analyze the data collected, by using Descriptive Statistics, Reliability Analysis, Correlation Coefficient Analysis and Simple Linear Regression Analysis. The three hypotheses stated in this study are accepted, where the results showed that there are significant relationships between electronic word-of-mouth (eWOM) and emotional state, between online social network advertisements and emotional state, as well as between emotional state and consumer online social network usage intention for travel planning
format Final Year Project Report
author Low, Way Anne
author_facet Low, Way Anne
author_sort Low, Way Anne
title Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning
title_short Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning
title_full Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning
title_fullStr Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning
title_full_unstemmed Malaysians’ Perception Towards Electronic Word-Of-Mouth (Ewom) And Online Social Network Advertisements For Travel Planning
title_sort malaysians’ perception towards electronic word-of-mouth (ewom) and online social network advertisements for travel planning
publisher Universiti Malaysia Sarawak (UNIMAS)
publishDate 2017
url http://ir.unimas.my/id/eprint/33664/1/Low%20Way%20Anne%20ft.pdf
http://ir.unimas.my/id/eprint/33664/
_version_ 1792160673658044416
score 13.211869

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