The relationship between e-word of mouth, ease of use, usefulness and enjoyment towards online behavioural intentions

Ameylia Mohd Radzi, and Karthiyahini Selvaraju, and Liang Jia En, and Mohamad Nadzmi Haronarashid, (2016) The relationship between e-word of mouth, ease of use, usefulness and enjoyment towards online behavioural intentions. [Undergraduate Final Year Project Report] (Submitted)

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Abstract

This research was conducted to identify the effects of social media sites towards the intention in choosing the destination among students of Universiti Malaysia Kelantan (UMK). This included when the student was get attracted to buying a tourism product such purchasing destination package from any agency, booking a hotel or planning their own itinerary destination after visited social media sites such Facebook, Instagram, Slogger or any website in their social life. This research involved 146 samples from 4th year student in UMK were randomly selected from all seven programs of entrepreneurship and business there is Entrepreneurship of Health Club (SAW), Islamic bank and financial (SAB), Hospitality (SAH), Commerce(SAK), Tourism(SAP), Logistic(SAL) and Retailing(SAR). This research presents an empirical result which the most variable that affect the student to purchasing tourism product after surfing on the social media is E- word of mouth. By this research, four main variables are actually found out where it affects to draw an intention of student in choosing their destination through social media. The variables consist of E-word of mouth, perceived usefulness, ease of use and enjoyment. For this research questionnaire method was used to collect the data from the respondents.

Item Type: Undergraduate Final Year Project Report
Uncontrolled Keywords: Tourism Destination : Social Media : University Malaysia Kelantan
Faculty: Faculty of Hospitality, Tourism and Wellness
Depositing User: En Md. Hafiza Ibrahim
Date Deposited: 29 Jan 2018 01:47
Last Modified: 29 Jan 2018 01:47
URI: http://umkeprints.umk.edu.my/id/eprint/9016
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