Information Affecting the Visitors’ Purchase Intention of Iconic Food in Kuching Sarawak, Malaysia

Jentin, Chai (2014) Information Affecting the Visitors’ Purchase Intention of Iconic Food in Kuching Sarawak, Malaysia. [Final Year Project Report] (Unpublished)

	PDF Information Affecting the Visitor 24pgs.pdf Download (1MB)
	PDF (Please get the password by email to repository@unimas.my , or call ext: 3914 / 3942 / 3933) Information Affecting the Visitor FText.pdf Restricted to Registered users only Download (1MB)

Abstract

This research was conducted to examine the relationship between sources of information and the purchase intention based on two mediators; attitude and subjective norms. The 400 questionnaire distributed by hand and through face to face interacting with respondents had showed that the importance of information sources in promoting Kuching iconic food. The sources of information in this study has included of the social interaction, electronic word-of-mouth (eWOM), and advertisement. These sources of information had affected the visitors’ attitude and behavior toward Kuching iconic food. Each source has significantly related toward visitors attitude and subjective norms of Kuching iconic food. However, due to the incomplete and inaccurate tourist’s information of Kuching, it has deceases reliability and validity of the information. It is predicted that the information source would become a strong indicator towards visitors’ attitude and subjective norms, but the results showed that the relationship between information sources, visitors’ attitude, and subjective norms is weak and low.

Actions (For repository members only: login required)

View Item