A study on the use of UTAUT2 for EWOM on social network platforms in Malaysia's low-cost Airline industry

Goh, Lee Min (2019) A study on the use of UTAUT2 for EWOM on social network platforms in Malaysia's low-cost Airline industry. [Final Year Project Report] (Unpublished)

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Abstract

The objective of this research study is to determine the influence of the use of Unified Theory of Acceptance and Used of Information Technology (UTAUT2) for EWOM on social network platforms in Malaysia's low-cost airline industry. The theory that adoptedin this research study is the UTAUT2. There are total of 300 web-based questionnairesare disseminated to the respondents. There is multiple of UTAUT2 dimensions for EWOM are constructed in accordance with the former studies, and the concepts of eachdimension is being examined in this research study. Besides that, the influences between each of the UTAUT2 for EWOM are being examined as well. Furthermore, followed byan examination of the validity and reliability of each of the measuring instruments. Henceforth, the research findings of this study is justified that all the dimensions ofUTAUT2 for EWOM have relatively significant influences on affecting the customers' behavioural intention in the context of Malaysia's low-cost airline industry. The dimension of UTAUT2 for EWOM which have the most significant influential effect onaffecting customers' behavioural intention are performance expectancy (PE), facilitating condition (FC), hedonic motivation (HM), and habit (HT). Lastly, this research study also indicated that there is an positive effect between overall UTAUT2 dimension for EWOM and customers' behavioural intention.

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