We would like to take this golden opportunity to express our gratitude and deepest appreciation to the people who have devoted their valuable time and effort to help us complete this research project throughout the research process. We greatly appreciate the valuable time, guidance and advice they have given us for the completion of this research project. In addition, we would like to express our deep gratitude to Universiti Tunku Abdul Rahman (UTAR) for providing suitable facilities and environments to complete this research project.
Once again, we are grateful and appreciate all the help received during the implementation of this research project. Both of them gave us valuable guidance and opinions along the way to the completion of this research project. In conclusion, the main objective of this research paper is extended to develop insights on how convenience value, contingent value, monetary value, mobile ease of use, and mobile usability influence consumer adoption behavioral intentions in LBSNS.
Therefore, the aim of this study is to identify the factors influencing behavioral intention towards consumer adoption of LBSNS in Malaysia. In addition, future researchers, mobile device developers, business units and LBSNS providers will benefit from this research, which contributes to a better understanding of the factors influencing consumer adoption of BI in LBSNS in Malaysia.
RESEARCH OVERVIEW
- Introduction
- Research Background
- Problem Statement
- Research Objectives
- General Objective
- Specific Objectives
- Research Question
- Significance of the Study
- Chapter Layout
- Conclusion
In short, the aim of the study is to examine the direct effect of consumer value dimensions (MV, CV and CD) and MTAM (MU and MEU) on BI on consumer adoption in LBSNS. To identify factors influencing consumer behavioral intent towards consumer adoption of location-based social networking services. Investigating the relationship between conditional value (CD) and BI and consumer adoption in LBSNS.
To investigate the relationship between the convenience value (CV) and BI towards consumer acceptance in LBSNS. To investigate the relationship between value for money (VMO) and BI towards consumer acceptance in LBSNS. To investigate the relationship between the mobile ease of use (MEU) and BI towards consumer acceptance in LBSNS.
To examine the relationship between the mobile usability (MU) and BI in relation to consumer acceptance in LBSNS. From an academic perspective, readers will gain a better understanding of the factors that influence BI towards consumer acceptance in LBSNS.
LITERATURES REVIEW
Introduction
Review of the Literature
- Dependent Variable (DV): BI
- IV: CD
- IV: CV
- IV: MV
- IV: MEU
- IV: MU
Review of Relevant Theoretical Framework
- Consumption Value Model
- Mobile Technology Acceptance Model
Proposed Theoretical Framework
- Theoretical Framework Reference
- Proposed Theoretical Framework
Hypothesis Development
Conclusion
METHODOLOGY
Introduction
Research Design
Data Collection Method
- Primary Data
- Secondary Data
Sampling Design
- Target Population
- Sampling Frame and Sampling Location
- Sampling Elements
- Sampling Technique
- Sampling Size
Research Instrument
- Questionnaire
- Questionnaire Design
- Data Collection
Constructs Measurement
- Origin of Source of Measurement
Data Processing
Data Analysis
- Descriptive Analysis
- Frequency Distribution
- Scale Measurement
- Inferential Analysis
Conclusion
DATA ANALYSIS
Introduction
Descriptive Analysis
- Respondent Demographic Profile
Internal Reliability Test
Inferential Analysis
- Pearson’s Correlation Analysis
- Multiple Regression Analysis
Conclusion
DISCUSSION, CONCLUSION AND IMPLICATIONS
Introduction
Summary of Statistical Analyses
- Descriptive Analysis
- Scale Measurement of Research
- Inferential Analysis
- Multiple Regression Analysis
All IVs (CD, CV, MV, MEU and MU) and DV (BI) are reliable and consistent with an alpha coefficient value greater than 0.70. The Pearson correlation coefficient tests the strength of association and correlation between all variables, which includes five IVs (CD, CV, MV, MEU and MU) and one DV (BI). In our research, all IVs have the significant relationship with BI, as all IVs have P values less than 0.0001.
Finally, we found that MV shows the weakest correlation coefficient with BI with R value of 0.34607. Three IVs (CV, MV and MU) have a positive relationship with BI towards consumer acceptance in LBSNS; two IVs (MEU and CD) have no positive relationship with BI towards consumer acceptance in LBSNS. The equation shows that MV has the strongest influence on BI towards consumer acceptance of LBSNS, while MEU has the weakest influence on BI towards consumer acceptance of LBSNS.
Discussion of Major Findings
LBSNS providers often encountered people's opinion that mobile services are usually high in price. Consumers who need the information may also agree to pay for the service in the appropriate circumstances. In such a context, they will perceive that the mobile services are reasonable and value for money (Pura, 2005).
The result of the research showed that there is a non-significant relationship between MEU and BI towards consumer acceptance of LBSNS. MEUs indicate the impression of complexity of learning and use for future adapters in adapting to mobile devices. The MEU will only ask the individual to use the mobile devices themselves and not the LBSNS.
According to Ooi and Tan (2016), their study also shows that MEU is not of great importance to BI. The research result showed that there is a significant relationship between MU and BI towards consumer acceptance of LBSNS. MU is defined as the extent to which a user believes that adopting a particular mobile device application will improve the achievement of their tasks (Davis, 1989).
When LBSNS can provide users with an advantage, it increases the user's intention to use it.
Implications of Study
- Managerial Implication
- Theoretical Implication
As a consumer, he or she will judge before adoption whether the mobile application is worth the money. Therefore, LBSNS providers should offer consumers a free trial period so that consumers can experience the benefits of LBSNS before making a purchase. The free trial allows consumers to reap the benefits and judge whether it's worth the price.
It shows that the ease of use of the mobile phone will not affect the consumer's intention to use LBSNS. Mobile device developers should stop emphasizing on making mobile devices easy to use and should instead focus on making the technology more advanced. They should focus on making the GPS signal reception more precise and accurate to improve the location search.
Therefore, mobile device developers should improve the processor and storage of mobile devices to improve the performance of LBSNS. With the improvement of mobile devices, work performance on LBSNS will increase and lead to the retention and increase of LBSNS users. The adopted theoretical frameworks of consumer value model and MTAM are intended to define BI for consumer acceptance in LBSNS in this study.
Therefore, it combined the two models and proposed a new framework to provide a deeper understanding of the factors influencing the BI versus consumer acceptance in LBSNS. The new proposed framework can serve as resource and reference for future researchers who are eager to study LBSNS, they will gain a better understanding of the factors of BI towards consumer acceptance in LBSNS. As such, this research can be beneficial for future researchers who have the interest to study in the similar field.
This new extended model is expected to reduce the research gap in determining BI factors towards consumer acceptance in LBSNS and contribute knowledge to future researchers.
Limitation of Study
Recommendation
Conclusion
Retrieved January 20, 2017, from https://www.dosm.gov.my/v1/index.php?r=column/cthemeByCat&cat=155&bul_id=OWlxdEVoYlJCS0hUZzJyRUcvZEYxZz09&menu_id=L0pheU43NW JwRWVSZklWdzQ4TlhUUT09. 1999), The role of the buyer in influencing buyer-seller relationships: empirical studies in a retail context. Maybe It's a Body Part: How the Cell Phone Became an Organic Part of Children's and Teenagers' Daily Lives.
Linking perceived value and loyalty in location-based mobile services, Managing Service Quality: An International Journal. Retrieved January 8, 2017, from http://www.dummies.com/how-to/content/how-sample-size-affects-the-margin-of-error.html. The impact of cognitive adsorption on perceived uselessness and perceived ease of use in online learning: An extension of the technology adoption model.
The effects of consumer perceived value and subjective norm on mobile data service adoption among US and Korean consumers.
Questionnaire
This section asks for your opinion about the factors that influence your intention to use LBSNS. Respondents are asked to indicate the extent to which they agree or disagree with each statement using a 7-point Likert scale (1=Strongly Disagree; Please circle one number per line to indicate the extent to which you agree or disagree agree with the following statement.
4 The use of mobile devices makes the search for location information easier to handle than other search methods. 1 I value the information that LBSNS provides, with the help of which I get what I need in a given situation. 4 I value personalized information that helps me get what I need in uncertain conditions.
Pilot Test-Reliability Test
Descriptive Analysis-Respondents’ Demographic Profile
Internal Reliability Test
Validity Test- Pearson Correlation Analysis
Multiple Regression Analysis
Raw Data-Questionnaire Section A
Raw Data-Questionnaire Section B
