alia_icabec2012.pptx

7/29/2019 AliA_ICABEC2012.pptx

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CONTINUANCE INTENTION IN USING HOMESTAY

TERMINOLOGY

By: Azwadi Ali, Marhana M. Anuar & Norsiah Ahmad

Faculty of Management and Economics,

Universiti Malaysia Terengganu, MALAYSIA.

Kuantan, Malaysia | 10-11 November 2012.


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Introduction

Used the Theory of Planned Behavior to study the

continuance intention in using the homestay

terminology.

Added regret as an antecedents.

Unit of analysis Private lodging entrepreneurs in

Terengganu. Chose Terengganu a major tourist attractions

Unregulated use of the term may jeopardize the

actual homestay industry.

Considered as misused (Ng Yen Yen, 2010).

Motivation ignorance or opportunistic?

Self-report survey.

Use Partial Least Squares (PLS) to test hypotheses.


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Overview

Homestay = community-based stays where tourists

can understand local culture and perhaps experience

activities.

is not classified as an accommodation facilities rather

it focuses more on lifestyle and experience, which

include culture and economic activities (MOTOUR,2012).

Terengganu is known with its coastal beauty and

Malay heritage (Halim et al., 2012).

no specific regulation to control private lodging,either related to registration of the properties or

even on taxable income received from operating the

rental houses.

In early days, rumah tumpangan, rumah sewa and

rumah rehat were commonly used.


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Example of problems

searching correct information regarding community-

based homestay villages and in locating them.

the public may not be able to distinguish between

the two different homestays becomes a norm.

Side road signs.

Logos. Online maps and directory

Websites / blogs/ ad portals / online forum.

Examples are given next by using the Internet to

search for homestays.


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Internet search engine results using

homestay Terengganu as keywords


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Internet map search results of

homestay Terengganu


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Websites / blogs


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Logos / side road signs


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Research model

REG

SN

PBC

INT

AT

REG

Regret of using homestay termAT Attitude towards behaviour

SN Subjective Norm

PBC Perceived Behavioural Control

INT Continuance Intention


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Research methods

Used TPB and added regret as another antecedent.

Mostly existing measures did not pilot.

7-point Likert scale (1 denoting strongly disagree and

7 strongly agree) and 7-point bipolar semantic

differential scale.

Self-reported survey. Hired enumerators 2 months

Identified location and contact persons of private

lodging properties mostly in Kuala Terengganu.

Arrange meetings with owners preferably. 132 usable responses.

Used Partial Least Squares to test hypotheses

SmartPLS.


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Results convergent validityMean S.D. Loading CR AVE Alpha

REG

REG1

REG2REG3

2.0379

1.94702.1894

1.080

1.1141.199

0.9144

0.93700.8841

0.9368 0.8319 0.8988

AT

AT1

AT2

AT3

AT4

5.9318

5.8030

5.5833

5.5076

0.982

1.044

1.092

1.129

0.7741

0.8130

0.8536

0.7909

0.8828 0.6536 0.8249

SN

SN1

SN2

SN3

SN4

5.4545

5.4167

5.4242

5.4318

0.952

0.973

1.199

1.224

0.8117

0.8611

0.8242

0.8468

0.9028 0.6991 0.8569

PBC

PBC1

PBC2

PBC3

PBC4

5.9242

5.4621

6.0000

5.6970

1.150

1.269

1.112

1.248

0.8705

0.7432

0.8728

0.6490

0.8671 0.6233 0.8056

INT

INT1

INT2

INT3

INT4

5.7652

5.7424

5.9394

5.9015

1.097

1.239

1.138

1.158

0.7537

0.9146

0.8579

0.8666

0.9122 0.7229 0.8702


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Results discriminant validity

REG AT SN PBC INT

REG .9121*

AT -.2177 .8084

SN -.2449 .6121 .8361

PBC -.5098 .5768 .5371 .7895

INT -.6528 .5872 .5216 .6144 .8502


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Results structural model

REG

SN

PBC

INT

R2

= 0.654

ATR

2= 0.467

0.421

(4.626)

0.145

(2.158)

0.340(4.254)

0.086

(0.858)

0.087

(1.294)

-0.500

(-5.567)

0.395

(5.306)


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Results summary

Path Hypothesis Path Coefficient t-value Results

REG AT H1a 0.087 1.294 Not supported

REG INT H1b -0.500 -5.567* Supported

AT INT H2 0.340 4.254* Supported

SN AT H3a 0.421 4.626* Supported

SN INT H3b 0.145 2.158* Supported

PBC AT H4a 0.395 5.306* Supported

PBC INT H4b 0.086 0.858 Not supported


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Discussions

Significant findings affirm that TPB can be used in

explaining intention of continue using homestay

terminology despite it being commonly used in

predicting uses of new technologies and applications.

Perceived behavioural control can be viewed as the

perceived easiness of continue using the homestayterminology which later contribute to attitude

towards it being formed

subjective norm was equally found to significantly

affect attitude but its relationship with intention is apartial mediated.

For pragmatic considerations, related authorities may

use rules and regulations to penalise and deter the

opportunistically use of homestay terminology by

wrong hands.


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Discussion Only Relative Advantage and Readiness ( = 0.406 & 0.180) in the

formation ofusers attitudes. Cost was not significant maybe due to decreased AIS price (or

possibly due to abundance of pirated applications).

Compatibility was not found significant maybe due to

computerized applications these days are developed user-

friendly in the first place to be compatible with organizations

differing technological platforms (though many are windows-

based).

although vendor support was not found to be a significant

determinant of attitude, after-sale services are still importantbecause users may still consider continuing using the AIS despite

of poor support from vendors due to considerable negative

consequences from not using AIS at all.


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Limitations and conclusions

Modest sample of 132 responses in Terengganu.

Pre-identified antecedent variables of attitudes.

Could include size, age of business and owners

characteristics as moderators / control variables.

Intention to continue using the term is very strong

despite warnings from related ministry, while regret

was low amongst respondents

To curb this problem - needs rules / regulations suchas registration and income declaration

Careful not to discourage individuals to make a living.


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Limitations and Conclusion

Modest sample size of 146 and focus in Terengganu state.

Pre-identified antecedent variables of attitudes. Could include

size, age of business and owners characteristics as moderators.

This study contributes to related literature in the use of

information technology.

developers of AIS should consider aspects that can encourage

positive affects in users when designing and improving AIS sothat loyalty in their products can be expected.


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THANK YOUContact: [email protected]

Faculty of Management and Economics,

Universiti Malaysia Terengganu, MALAYSIA.

alia_icabec2012.pptx

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