Factors influence WhatsApp users' intention to forward WhatsApp messages.

Geogina Subang, Garnbang (2019) Factors influence WhatsApp users' intention to forward WhatsApp messages. [Final Year Project Report] (Unpublished)

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Abstract

This study was attempted to investigate factors influence WhatsApp Users' Intention to Forward WhatsApp messages. The purpose of this research is to identify and examine whether perceived ease of use, perceived usefulness and perceived entertainment value had effect on users' attitude to forward WhatsApp messages. This study also identify whether attitude of WhatsApp users' will affect their intention to forward WhatsApp messages. Pilot testing was carried out to certify the reliability of the question before final distribution. There are total of 400 set of questionnaire being distributed to University Malaysia Sarawak (UNIMAS) student who have WhatsApp installed in their smartphone. From analysis conducted, it's represented that most of the respondent in this study are undergraduate student who used WhatsApp application to communicate with their peer. Finding obtained from this research had also implied that there is positive relationship between perceived entertainment value and WhatsApp users' attitude toward forwarding WhatsApp messages. There is a negative relationship between perceived ease of use and perceived usefulness towards WhatsApp users' attitudes to forward WhatsApp messages. The result also shown that the WhatsApp users' attitudes to forward WhatsApp messages will affect the WhatsApp users' intention.

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