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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.