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. [E-LPTA] (Unpublished)

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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.

Item Type: E-LPTA
Additional Information: Project Report (BBA) -- Universiti Malaysia Sarawak, 2014.
Uncontrolled Keywords: Kuching iconic food, visitors’ attitude and behavior, unimas, university, universiti, Borneo, Malaysia, Sarawak, Kuching, Samarahan, ipta, education, undergraduate, research, Universiti Malaysia Sarawak.
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Academic Faculties, Institutes and Centres > Faculty of Economics and Business
Depositing User: Gani
Date Deposited: 12 Mar 2019 01:59
Last Modified: 12 Mar 2019 02:00

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