Research Objective
CHAPTER 5: DISCUSSION AND CONCLUSION 5.1 INTRODUCTION
5.2 KEY FINDINGS
In order to undertake this study, a relationship between the dependent variable, customer adoption of digital clienteling among Malaysians and the independent variables, customer innovativeness, willingness to co-create, customer involvement, attitude, and subjective norms must be examined. This study focuses on how customer innovativeness, willingness to co-create, customer involvement, attitude, and subjective norms will affect customer adoption of digital clienteling in Malaysia. For this study, researchers were able to discover and examine whether all independent variables were related to Malaysian customers' adoption towards digital clienteling thanks to this study. The relationship between all of these independent variables and customer adoption of digital clienteling, particularly in Malaysia, can thus be identified.
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This study demonstrated the relationship between the independent variables which include customer innovativeness, willingness to co-create, customer involvement, attitude, and subjective norms with the dependent variable which is customer adoption towards digital clienteling among Malaysians. In order to collect primary data for this study, a set of questionnaires was created and utilized to solicit responses from respondents. The questionnaire was subsequently made available to the targeted respondents among Malaysians in the form of Google Form.
According to Krejcie and Morgan Table, they identified a need for an effective method of determining the sample size required to be representative of a specific population (1970). As a result, the Krejcie & Morgan table was used to determine the sample size for this investigation. As a result, the sample size for this study must include 400 Malaysians.
Malaysians comprised the sample population for this study. The questionnaire, which was sent out using Google Form, received a total of 400 replies, and those responses were examined. The reliability analysis, descriptive analysis, and Pearson correlation coefficient analysis are all parts of the data analysis process. To check the internal consistency of the measuring device, the reliability test was applied to the independent variables. In this study, all of the variables' Cronbach Alpha values ranged from 0.7 and higher. As a result, according to the Rules of Thumb on Correlation Coefficient Sizes table, all the variables were below the lowest range of 0.6 that was considered acceptable.
In this study, the customer involvement variable clearly shows that these variable influences customer adoption towards digital clienteling in Malaysia the most. This is because, from the study, this variable shows the highest value of Cronbach Alpha’s value compared to the other variables. The value of Cronbach Alpha for customer involvement is 0.883 compared to customer innovativeness which is 0.778, willingness to co-create, 0.844, attitude, 0.830, and subjective norms, 0.799. Thus, it can be concluded that customer involvement has the highest internal consistency for this research.
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Also, in this study, the Pearson's Correlation Coefficient was employed to quantify the strength of the association between the dependent variable and the independent variables. The conclusion of Pearson's correlation results is provided below.
5.3.1 Customer Innovativeness and Adoption
H1: There is a relationship between Customer Innovativeness and Adoption
According to the previous chapter, on data analysis, there is a strong positive relationship between Customer Innovativeness and Adoption. According to the data research, customer innovativeness and adoption have a strong positive relationship (r = 0.721, p < 0.05). What is indicated by "earlier than others" suggests that the adoption period is considerably shorter than that of other counterparts in the system. The degree to which a person may accept innovation earlier than their equivalents in the system is known as innovation readiness. How quickly people adopt new ideas in comparison to other system members may also be used to describe creativity. At the absolute least, innovation can be described as nebulous. Creativity or innovativeness is a measure of a company's capacity to create and promote new items quickly (Hurley and Hult, 1998).
5.3.2 Customer Involvement and Adoption
H2: There is a relationship between Customer Involvement and Adoption
According to the previous chapter, chapter 4, it shows that the customer involvement has a strong positive relationship with adoption where r = 0.691, p < 0.05.
This finding shows that customer involvement towards adoption of digital clienteling in Malaysia are positively related among each other. Customer Involvement is the level to which a person engages in activities like designing, manufacturing, and providing services.
By doing this, the business is attempting to broaden the scope and function of a person's participation at various phases of the service innovation process in order to suit personal requirements and demands. (Nambisan, 2002; Bitner & Brown, 2008; Alam, 2006).
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H3: There is a relationship between Willingness to Co-Create and Adoption
According to the previous chapter's data analysis, willingness to co-create and adoption have a significant strong positive relationship with r = 0.697, p 0.05. Co-creation occurs when businesses involve outsiders in the ideation and development process. Most businesses work hard to keep new products and procedures under wraps, and some even keep them entirely internal. Co-creation, on the other hand, allows businesses to collaborate outside of the workplace to generate new ideas and challenge their own established practices. Moving on to the customer adoption process, customer adoption refers to the process by which a company introduces a new product to the market and attracts both new and returning customers.
5.3.4 Subjective Norms and Adoption
H4: There is a relationship between Subjective Norms and Adoption
According to chapter 4, the data gained and analyzed indicates that there is a strong positive relationship between Subjective Norms and Adoption (r = 0.700, p < 0.05).
According to Ajzen and Fishbein, subjective norms are an important factor in determining a person's behavioural purpose (1989). Social norms have a significant influence on an individual's behavioural intentions, which affects behaviour and changes how an individual perceives his or her close friends and family. Adoption of digital clienteling in online shopping and business can create a better experience for both customers and companies to understand market demand. Adopting digital clienteling has a positive relationship between subjective norms because people in the modern world prefer to live with a minimalist concept.
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H5: There is a relationship between Attitude and Adoption
Analyzing from chapter 4, the findings of the data shows that there is a strong positive relationship between attitude and adoption where r = 0.689, p < 0.05. Every consumer has a unique personality that influences how they perceive and perceive their online shopping behaviours (Wolfinbanger and Gilly, 2001). According to Delfarooz, H.
Paim, Aizah, M. Sidin, and Ali (2009), understanding your target customer is critical for online business success. According to Gefen and Straub (1997), the perceived social presence of a medium can influence technological adoption, and the perception of a website's social presence can positively influence user trust and intention in an online context.