Tania Imboh Anak Stephen Arin (2016) The influence of perceived benefits of Facebook on consumers' intention to make a homestay reservation in Sabah. Masters thesis, Universiti Malaysia Sabah.
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Abstract
The purpose of this paper is to investigate whether perceived benefit of Facebook has a direct effect on consumers' intention to reserve a homestay in Sabah. The theoretical framework of this study is derived from a combination of previous research framework with modifications. This study implemented a personal administered and electronic questionnaire. A total of 258 sets usable questionnaires out of 400 sets were collected. Structural Equation Modelling (SEM) was used to test the conceptual model. The results indicated that the perceived benefit of Facebook such as functional benefit, social benefit, hedonic benefit and monetary benefit do have a positive relation with consumers' intention to make a homestay reservation. However, psychological benefit was found to have negative relationship with consumers' intention to make a homestay reservation.
| Item Type: | Thesis (Masters) |
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| Keyword: | Facebook, consumers' intention, homestay, reservation |
| Subjects: | H Social Sciences > HM Sociology (General) |
| Department: | FACULTY > Faculty of Business, Economics and Accounting |
| Depositing User: | MUNIRA BINTI MARASAN - |
| Date Deposited: | 27 Oct 2017 16:11 |
| Last Modified: | 27 Oct 2017 16:11 |
| URI: | https://eprints.ums.edu.my/id/eprint/10826 |
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