CHAPTER 1

INTRODUCTION

1.1 Study Background

Property website has been seen as the fundamental in the property

advertising system in Malaysia. In accordance with the National Malaysia
Housing Policy that requires the government aspires to accommodate the
population with quality and affordable housing (Said, Majid, Alias, Adnan,
Y& Razali, 2016; Abidin, 2010), property website can plays an important
tool how to best connect the consumers such as millennials to use online
property website widely as possible. Thus, this corroborates wherein the
government policy to accommodate the Malaysian population with the
quality and affordable housing. The rapid pace of population growth, and at
the same time the increase in the number of internet users can lead to
rising housing demand. In Malaysia, 70 per cent of Malaysians were
described as active users in year 2017 and these consumers spend about
RM4.5 billion on online activities, showing a 33 per cent increase from 2010.
Due to its ability to reach a wider audience, the internet can serve as an
ideal tool for various consumers such as property agents, home buyers,
property investors and purchasers alike in the information search stage of
property buying. Hence, the internet is becoming more information based
and has become an important product as a communication tool, especially
for the growing population in Malaysia.

Property online website is regarded as electronic commerce to

inaugurate data connectivity transversely over the network to the web
technology and the incease the number of internet users in Malaysia
(Ryzhik, Slesarev & Malcev, 2020; Ahmed, Khuhawar & Kimlong, 2018;
Chen & Tsaoa, 1998; Miller, 1998). Based on data released by Asian
Internet of Statistics, the number of internet users in Malaysia as of 2018
was estimated at about 28.7 million with an estimated population of around
31 million (MCMC Communication & Multimedia Facts & Figures 2Q, 2018).
Therefore, the introduction of the Internet and the World Wide Web
(WWW) has truly revolutionized the way humans engage and conduct
business (Rogers & Koh, 2017; Ley, 2015). Advanced in technology have
helped development of many businesses (Le & Koh, 2002) including
property internet sites that enables on-line property searches and improved
e-business model (Cherif, 2014). This research is important and timely
because it enhances scholars’ and managerial understanding of consumer
experience especially large and growing segment millennials which
potentially contributes the digital economy and explores the evolution of
Marketing 4.0 model to the property industry (Dash, Kiefer & Paul, 2021).

Moreover, the revolution of WWW has increased the use of the

internet and websites amongst real estate practitioners in property
industries (Rogers & Koh, 2017; Ley, 2015). In the last few years there has
been growing interest on the evolution that the internet brings to the
property transactions and property industry try to optimize their activities
and services in a competitive market (Cherif, 2013). Threfore, internet plays
an important vehicle for creating and capturing value and has a tremendous
impact on the industry. Notably, intention to use Internet and consumer
online purchasing intention has been widely investigated in the marketing
literature for example in the study of Sabri (2019); Teo, Leng, and Phua
(2019); Harun and Husin (2019); Trisna and Sefnedi (2018) ; Bilhihan
(2016) and Dermisi (2004). Along with the growth of the internet, this study
aim to provide views from differenct angles related to the field of property
industry in Malaysia in reflects the millennials interntion to use the property
website.

The internet has become so ubiquitous and influential in the modern

business environment, that nearly none of the organization or individual can
escape its power and influence (Kotler, Kartajaya & Setiawan, 2016; Jara,
Parra, M. & Skarmeta, 2012). In the current trend, more companies, law
firms, governments, legel aid society and e-commerce use the internet to
online search and understand purchase trends, offering their products and
service online, communicating with their customers over the web and quick
-access opportunities with low cost (Lee, Lee, & Kim, 2020; Ozkara, Ozmen,
& Kim, 2016; Chiang, Dholakia, & Westin, 2005; Cho & Cheung, 2003;
Porter, & Michael, 2001).

Furthermore, current studies shown that more than 50% of the

internet users in the world search online information and approximately
1.500 billion websites are available today for
users (www.internetlivestats.com). Thus, the statistics indicat that the
importance of the internet for consumers seeking information (Ozkara et al.,
2016). Dermisi, (2004) and Baen and Guttery (1997) describes that
adoption of the internet as a new medium in the traditional “relationship
driven” property sector was slow in the mid-1990s but increased
exponentially since 1996 The internet is regarded the faster place and least
expensive information source available where consumers first look to buy
products and services (Bond, Seiler, Seiler, & Blake, 2000). Thus, the
property brokerage industry is no exception evolved from becoming more
important and competitive by offering their properties on the Net by
gathering listing information of exixing property online websites (Bond et
al., 2000).

In the previous studies, the Department of Commerce in US ranks

the property industry as one of the most highly information technology
intensive sectors in the economy, one of the top 10 sectors of the economy
in terms of capital investment in information technology per employee
(Bardhan, Jaffee & Kroll, 2000). Thus, it provides a new form of
communication in a network, communication is possible worldwide at any
time, at very low cost, information reach, interactive nature of the
information provider and low marginal costs once the system is running.
Therefore, it is useful for property industry player to promote the adoption
and consumers to use the Internet- facilitated in this online environment
property market. Muhanna (2000) reviewed the adaptation of the new
technology as an opportunity to attract new buyers and reduce marketing
and customer acquisition costs. It is, therefore, essential for organizations
to understand the importance of the Internet's role in helping buyers,
sellers, brokers and tenants in their online property searching behavior.
Although the Internet has played a significant role in the housing industry,
little has been known about why consumers, particularly millennials, prefer
or use the internet as a source to help them make informed decisions about
their property search.

Today, as the world has changed over the last decades because of
the information technologies evolution, so did the property industry. The
Internet has played a pivotal role in the information search stage of the
property among new homebuyers and younger customer segment.
Moreover, future buyers use the internet to search information about the
property. The Internet has proven to be a useful tool for online property
search as channel of selling, buying, networking, reselling of the property
and checking the prices of property as well as making a comparison of the
property before making final decision to own a property. Moreover, the
success of any business organization, especially in today’s business world, is
heavily dependent on the ability of an organization to meet and satisfy their
customers’ needs (Bamidele & Osunsanmi, 2018).

The objective of this study is to examine the intention behind the

use of online website among millennials in Malaysia. Futhermore, the
millennials generation was born in emerging world and their population are
growing up to 75% of the global workforce by the year 2025 and posses
strong connection with internet characterized by the use and adaption of
technology in their daily life (Lee, Lee, & Kim, 2020; Sox, Kline, & Crews,
2014). Quite recently, there has been a growing interest on the studies
towards millennials generation because the millennials generation is a new
generation, the children of the boomers (Ordun, 2015). The importance of
millennials generations and their charateristics is better noticed in the
dramatic developments and changes because millennials has its unique
characteristics such as experience, generation history, expectations,
lifestyles, values and demographics that influence their behaviors (Hoxha, &
Zeqiraj, 2019; Ganesan, 2012; Williams & Page, 2011; Bardhan, Jaffee, &
Kroll, 2000).
 Gibler and Nelson (1998) discussed that the most previous property
studies had been based on neoclassical economics, where consumers were
expected to make property decisions that maximize their utility and wealth
given price and income constraint (Chia, Harun, Kassim, Martin, and Kepal,
2016). Much research on the study of property would benefit from an
expansion to include consumer behavior concepts from sociology and
psychology as synthesized through digital marketing. Researchers have
studied the effect of property would benefit from an expansion to include
consumer behavior concept from sociology and psychology as synthesized
through marketing.

The theoretical foundation of this study is grounded on the

application of the Stimulus- Organism- Response (S-O-R) paradigm by
Mehrabian and Russell (1974). However, the S-O-R framework was
originally rooted in environmental psychology (Mehrabian & Russell, 1974)
and extended from Stimulus- Response- Response (S-R) theory in
behaviourism (Moore, 1996). This study integrated the S-O-R theory
because the need to evolve the visual depictions to addressed the
revolutionary movement of millennials behavior modelling (Dyana, Suki,
Lajuni & Hamid, 2019). Jocoby (2002), indicate that the previous models
are criticized for being constructions that fail to build on prior theory, lack
parsimony, comprehensiveness, coherence and flexibility. Thus, it aims to
explain how social media marketing such as property websites platform
influences Millennials’ intention to use behavior on several property
websites. This current study conceptualizes that social media marketing
comprises six dimensions of namely 1) ubiquity, 2) ease of use, 3)
information exchange, 4) informativeness, 5) effectiveness and 6)
entertainment. The significance of this study is that it can help us better
understand their online behavior.

The evolution of the property industry in Malaysia has evolved

significantly over the years due to various factors (Yap & Chua, 2018).
Changes in the purchasers’ preference, the advancement of technology,
socio-economics development and increase in the level of education and
income among the society have all contributed to the evolution. Hence, the
Malaysian economy experienced strong economic growth and high asset
inflation throughout the first half of the 1990s (Hidayanto, Mukhodim, Kom
& Junus, 2013). The property market has been buoyant with massive
inflows of foreign direct investments into the nation (Kien Hwa, Nassir,
Newell, & Hassan, 2006). Due to investors' expectations of potential capital
growth, initial yields of prime properties are low. Property sector returns
have become more volatile, given the focus on capital growth. However,
with the onset of the Asian Financial Crisis in 1997, the substantial
devaluation of Ringgit, the flight of foreign capital, the financial distress of
financial institutions, the deterioration of employment and economic
conditions have had a serious impact on the property market (Hidayanto et
al., 2013). Furthermore, Graeme Newell, Ting Hwa, and Peter
Acheampong (2002) pointed out that Malaysia was the first Asian country to
develop listed property trusts as an effective indirect real estate investment
vehicle in 1989. Therefore, the growth of property sectors in Malaysia is
expected to improve at a steady rate.

In Malaysia, the property market is still in the early stages of a

promising growth spurt ((Yap & Chua, 2018; Razak, Ibrahim, Hoo, Osman &
Alias, 2013). Despite most analyst anticipated Malaysia’s economic growth
for 2019 will be affected by the trade tension between US and China,
slowdown in global growth, weaker commodity prices and others, based on
NAPIC’s Property Sales Data, however, there are still investment
opportunities in the property market in Malaysia (The Edge Malaysia, 2020).
Figure 1.0 presents the residential property stock report contribution by
state in Malaysia year 2019. It shown that Selangor reported to be the
highest state that contributed the highest volume in the residential property
transaction in year 2019. Thus, Malaysia has shown remarkable growth in
residential industry where its property sector has thrived owing to growing
market and active supply and demand dynamics (Said, Majid, Alias, Adnan
& Razali, 2016).
 Residential Property Stock Report
Contribution by State in Malaysia, 2019

State Volume (units)

Selangor 36,969
Perak 21,591
Terengganu 15,532
Negeri Sembilan 9,994
Pulau Pinang 9,566
Kedah 9,145
Pahang 8,293
Kuala Lumpur 8,204
Sarawak 7,525
Melaka 7,487
Kelantan 4,331
Sabah 4,047
Perlis 607
WP Putrajaya 400
WP Labuan 165
MALAYSIA 153,153
Source : The Finance Ministry, Residential Property Stock Report, Quartely 3, 2019

Figure 1.0 Residential Property Stock Report, Quarter 3, 2019

The property market is a very important segment of national

economies in the developed world and regard as the important assets that
significantly contributed to household’ total assets (Sivitanides, 2018; Lin
Lee, 2009). Property market is a market area that has successfully
transferred to the virtual world (Zhitomirsky ‐Geffet & Maman, 2014). Today
many countries have dozens of general online property websites such as
local classified websites managed by private property developers and sites
that can access in specifics types of properties informations. Unlike most
online transactions, many online property cases do not involve business
entities because most of the online property websites are managed by
private users ( buyer and seller), companies (real estate agencies) to
advertise their property listings in the websites. Previous studies found that
web-based online property advertising system namely Online Property
Advertising Solution (OPAS) was deployed in government and non -
government sectors in regard of to selling and buying property because it’s
easy to use, trusted, save money, save time and secure system for each
user’s party in Pakistan country (Ahmed, Khuhawar & Kimlong, 2018).
Furthermore, study by Bamidele, Adenusi & Osunsanmi (2018) found that
conventional/ traditional methods such as property-based websites and
broadcast an dprint out media dominate the marketing activities of estate
surveyors and valuers in Lagos, Nigeria.

Numerous services provided by the online property websites are free

of charge and enable users search ads on these websites not just to buy or
rent properties but also to receive market updates, analyse the actual
property market conditions and application of e-booking system (Yap &
Chua, 2018). Therefore, Zhitomirsky‐Geffet & Maman (2014) claimed that
the important of the content on the online property websites influenced by
the quality and reliability of the information uploaded and the web portal
allows the consumers to search for all the details of properties and complete
the whole property purchasing process online(Yap & Chua, 2018; The Star
Online, 2015). Therefore, in order to thrive in property market industry, the
role of marketing cannot be underestimated (service or product), as
marketing plays a major role in reaching out to potential consumers or
customers and eventual consummation of the property transaction or
activities (Bamidele, Adenusi & Osunsanmi (2018)

Bamidele, Adenusi & Osunsanmi (2018) pointed out that there was
a shift in property marketing since the consistent growth of commerce on
the internet has attracted substantial interest (Bobenko, 2013). Therefore,
property marketing is gradually moving away from the conventional/
traditional methods of advertising (such as To Let/ For Sale boards,
property bulletins or handouts, personal contacts, property magazines) to
use of the World Wide Web via property –based websites (Rogers & Koh,
2017). Similar to Malaysia, the continuous growth in economy has led to
high demand for property ownership and all property consumers can
benefits profoundly from the internet since the property industry is large-
scaled, regionally decentralized and highly information-intensive. Since
1995, the internet has fundamentally changed people’s way of
communicating, acquiring information and buying products or services then
internet can be useful tools for most of the consumers (Ba and Yang, 2016).
Although owning a property can be difficult by many Malaysian especially
millennials group but proper planning and good use of sources like the
internet can help future property buyers to become well-informed about
how they can prepare themselves to own or sell a property. Therefore, it is
important for organizations like property developers to recognize the factors
that influence many Malaysians to use the online property websites in the
event of acquiring a property in Malaysia.

Much has been said about Malaysia millennials in recent times, but a
few studies have been explored into their hearts and minds (the internet,
exploring, money, community, family, success and themselves) as the
millennials in Malaysia make up 36.82 per cent of population (Havas Media
Millennials, 2017). Millennials represent the largest population generation in
Malaysia who use social media marketing as a medium for online
transaction (Muda, Mohd, & Hassan, 2016). In Malaysia, there are a total of
11,679,000 Malaysians whose ages range between 20 to 39 years old
(Department of Statistics Malaysia, 2017). In addition, millennials refer to
those born between 1980 and the early 1990s. At present, due to the high
demand of the internet in Malaysia, millennials spend most of their time on
social media, and this later affects their buying behavior (Harun, A., &
Husin, W. H. R., 2019). Thus, millennials or Generation Y, regardless of
their location, are heavy users of social media, cooperative and imaginative
and involve in many online products such as beauty products, books,
apparel, electronic gadgets and the global luxury industry over the next era.
In relation, a better understanding of millennials needs and want is required
to consider personal motivations in the housing decision making process.
Furthermore, Zavei & Jusan (2012) supported that meeting the millennial’s
needs is essential in housing according to Maslow’s theory on hierarchy of
needs in explaining millennial’s motivations in housing and property needs.

Currently, there is a scarcity of research on understanding intention

behavior, especially among millennials, relating to reasons Malaysian
millennials do not fully utilize the online property website in their search for
property. Therefore, the focus of this study, will concentrate mainly among
millennial groups in Malaysia, especially the millennial generation born
between 1980 and 2000 and related to digital technology because their
childhood, college, career have been shaped by the rapid growth of digital
technology (Wahono, 2018; Gibson & Sodeman, 2014). Only millennials
who had previous experiences with online purchasing were selected to
participate in this study. This research study attempted to address the
research gap through examining the following research questions: What are
the determinants of the millennials’ intention to use the online property
websites in Malaysia? Does flow experience mediate the relationship
between the architectural quality of the website (ubiquity, ease of use,
information exchange) and atmospheric cues of the website
(informativeness, effectiveness, entertainment) towards millennials’
intention to use online property website? Does income moderate the
relationship between flow experience and behavioral intention to use online
property website among millennials in Malaysia?

1.1.1 Issues

One of the biggest hardships currently faced by the property marketers or

property developers is to figure out how to best connect with new people
and existing customers (Stelzner, 2015). Earlier studies focuses on diverse
issues such as difference between people with access to internet access
such information and communication technology (ICT); service quality and
features of property websites in Indonesia and who use it effectively and
those who do not (Olawande Oni, A. 2013; Hidayanto, Mukhodim, Kom &
Junus, 2013; Obayan, 2010). According to Kofi Annan the former United
Nations Secretary- General, Science, February 19. 1999, underscores the
importance of ICT in the world, has undergone a technology driven
revolution in the last decades. In fact, “The Internet holds the greatest
promise humanity has known for longdistance learning and universal access
to quality education. It offers the best chance yet for developing countries
to take their rightful place in the global economy. And so our mission must
be to ensure access as widely as possible, if we do not, the gulf between
the haves and the have-nots will be the gulf between the technology-rich
and the technology-poor” Science, 19 February, 1999 (Ajayi, 2002).
Therefore, a deeper understanding of millennials’ intention to use the online
property website to arrive at theoretically plausible and convincing models is
crucial. Specifically, conceptual understanding of what drives millennials to
access online property websites and the factors that motivate their
consistent use of these property websites.
According to Malaysian Communication and Multimedia Commission
(MCMC), in 2019, the population of Malaysia was 32.25 million, and 80 per
cent of the population are social media users. The Asian Internet of
Statistics reported that the number of Internet users in Malaysia as of
January 2019 was estimated at about 25.84 million with an estimated
population of around 32.25 million. The millennial population in Malaysia as
year 2019, have more popular on daily online activities such as buy a
product online, buy or make reservation for travel or do any banking online.
However, the changes in social-economic factors such as lifestyle, income,
taste, etc. among the millennials may affect the intention to use property
website getting decrease and this will lead to a decline in the property
industry market in Malaysia.
 Therefore, researcher intends to examine the intention behind the
use of online website among millennials in Malaysia. With the popularity of
the Internet as useful technology for retrieval of information by property
user in property industry. In addition, many of the property and real estate
industry in the world are aware of this internet functions benefit and trying
to fully utilize this Internet as a channel of marketing tool. Internet users
such as property agent, real estate developer and consumers who are
interested in property actively involved in buying, selling, investing or
moving to their desire location need to seek for more information before
making any final important decision.
 Jan 2019: Ranking of Mobile APPS by monthly active users

Since the Internet can become an effective communications platform

and primary source of information for many people, much attention has
already been devoted in the literature towards understanding users’
Internet search behavior (Jansen, & Spink,2006). Numerous studies
conducted between 1995 and 2000 on users’ internet search behavior found
that factors affecting on search behavior, including information information
organization and presentation, search task type, web experience, cognitive
abilities and affective states (Hsieh-Yee, 2001). Meanwhile, Liaw & Huang
(2003) pointed out that individual experience and motivation, user
perceptions of technology acceptance and search engine quality are factors
affecting individual desire to use online Internet.

The internet can become an effective communications platform with

consumers and and emphasizes the important role in developing a more
information-based communication tool (Lee, Lee & Kim, 2020; Richard,
2005; Brannback, 1997). According to Park and Kim (2003), the Internet
can be the communication channel that enables consumers to seek
information and purchase products or services based on the pictures,
images and information but not on the actual experience (Kolesar &
Galbraith, 2000; Lohse & Spiller, 1998).

In previous studies, Berbegal-Mirabent et al. (2016); Liu et al.

(2013); Verhagen and Van Dolen (2011), used the Technology Acceptance
Model (TAM) as the primary theory as adoption tool of real estate search
engines and have developed models and structures known as website
architectural quality. Therefore, it is imperative to consider the impact and
how the uptake of such a technology is likely to impact on the consumer
decision-making process and the search process. This study seeks to search
what drives the usage of these types of technologies, whether such
technologies feature purely functional elements alone, or is the novelty and
enjoyment in using a real estate website the primary motivator behind the
search for property. According to Richard (2005), the web site
environmental cues consisted of structure, organization, informativeness,
effectiveness, navigational characteristic and entertainment were mostly
affecting the purchase decision and intention of adopting the S-O-R theory
in the study.

Prior to this, the S-O-R model has also been applied successfully in
research on impulse buying, websites’ organization, entertainment,
structure, informativeness, effectiveness and information content and
navigation cues on purchase intentions ( Svotwa & Makanyeza, 2020; Lee,
Lee & Kim, 2020; Chang et al., 2011; Richard et al., 2010; Mollen and
Wilson, 2010; Richard, 2005). However, this study integrates insights from
various disciplines and is based on consumer behavior, effects of
consumers’ in store technology experience, retail brand commitment,
perceived interactivity, IS research, and psychology literature using
stimulus- organism-response (S-O-R) model. Thus, the interdisciplinary
nature of this research goal makes this comprehensive approach necessary.
In online use intention settings, S-O-R theory has turned out to be an
appropriate theoretic lens through which to understand how ARQW and
ATQW stimuli influence online consumer behavior (Dahlén and Lange 2002;
Deng and Poole 2012; Huang 2003a,b; Li et al. 2011).
 Generally, the internet provides a global information infrastructure
that enables the property market to be translated into the virtual world and
in-store technology experience (Lee, Lee & Kim, 2020; Palumbo, & Herbig,
1998). Ley (2015) reported that the potential buyers or leassees review the
property through their agent in their early stage. This stage includes
searching for information related to location, size, price and features. Due
to the revolutionary online property website, a buyer/seller could conduct
an independent search from the property developer website or the
neighborhoods (Schulte et al., 2005). For this purpose, the researcher draw
theoretically on the work of Eroglu et al., (2003) provide the conceptual
basis for the study analysis in an online environment and transferred the
concept of traditional advertising of store atmosphere into the virtual world
(Parboteeah et al., 2009).

Today, many countries have dozens of general property websites

managed by private real estate agencies and sites that specialize in specific
type of properties. Property website has been known as electronic version
of real estate industry. Internet real estate is the concept of publishing
housing estate for sale or rent, and for consumers seeking to buy or rent a
property. Bamidele and Osunsanmi (2018) supported that the use of
property based website by estate surveyors and valuers has improved the
performance in Marketing in Lagos, Nigeria. In addition, Cherif (2011)
describes several e-business models of Realestate.yahoo.com, Realtor.com,
Trulia.com, Yahoo.com, Zillow.com and Braigslist.com has been using web-
advertising such as online property websites, brokerage, virtual value-chain
for generating revenue, extent partnership and attaracting customers to use
their property company websites.

However, many property agents, real estate agencies and property

owners remained heavily invested in advertising and publicizing through
conventional media, while many consumers still seem hesitant, or neglect to
use such property websites to their full advantage. Searching for a property
can be exciting and overwhelming for home purchasers. The need for the
property industry to utilize social media in order to become connected with
all of their current and potential customer as well as members within the
industry and other organizations cannot be underestimated (Sohn et al.,
2011; Siamagka et al., 2011).

With the Malaysian population projected to reach 32.4 million by

2020, the need for housing is growing faster than ever. According to Central
Intelligence Agency (CIA) (2017; DoS, 2011) proportion of urban population
in Malaysia has reached 74.7 per cent in 2015, up from 71 per cent in 2010.
Nevertheless, the number of first-time home buyers currently stands at 34
per cent, a decrease from 35 per cent last year (Property Market Report
First Half 2018). Consequently, an online internet website is being used
more frequently in other industry such as tourism, banking, airline services,
travel services and mobile shopping rather than the property industry.
Moreover, the innovation of technology introduced in property industry
consists of a searchable database of property listings and several interior
photographs of the property. Thus, this evidence indicates that the use of
real estate websites did not improve home buyers or users search efficiency
(Victoria, 2003; Zumpano, Johnson, & Anderson, 2003). An analysis of why
and what causes the Millennial generations’ intention to use the property
website gives rise to the theory of Stimulus Organism Response (S-O-R) in
this study.

The Stimulus-Organism-Response (S-O-R) framework by Mehrabian

and Russell (1974) is utilized as the guiding principle to examine the
impacts of different web atmospheric cues (stimuli) on flow formation
(organism), and the effects of flow experience, intention to use (response)
online property websites by integrating and reviewing literature from
various areas including tourism, marketing, psychology, and information
system in this study. This research hopes to generate new insights in
understanding the use of online property advertisement and factors that
influence consumer intentions to utilize them. Use of the Stimulus-
Organism-Response (S-O-R) model can enhance understanding of the
impact of environments on customer behavior, stimulus requirements,
 intervening factors and behavioral reactions (Spies et al., 1997; Vieira,
2013; Yoo et al., 1998). The model contends that the setting shape (S -
Stimulus) can impact the consumer disposition (O - Organism) evoking a
behavioural reaction (R - Response). The results of the study provide
significant insights into the phenomenon of using online property ads and
factors that influence consumers’ intention regarding online property
websites.

1.1.2 Gap of the Study

Current or existing literature on housing and property buying in Malaysia are

more concerned about the housing crisis in Malaysia than understanding
what factors drive consumers to use online services to inquire about
property ownership. Thus, literature review related to the online property
website in other countries including Malaysia is limited. The Internet has
served the airline, hotel and shopping industries well. If such is the case,
the property industries can possibly benefit from using the Internet as a
platform to engage in business. A study conducted by Mande and Wigand
(2010), for example, showed that there is a growing trend among
millennials to use property online website for searching for property.
 This is a good sign, and the property industry, especially in Malaysia,
should capitalize on these ideas or information or study. To bridge this gap,
the Stimulus–Organism–Response (S-O-R) model by Mehrabian and Russell
(1974) was used as a framework to help us to better understand the
millennials intention to use the online property website in Malaysia.
Additionally, this also applies the Architectural Quality of Website (ARQW)
and Atmosphere Cues of Website (ATQW) framework to address different
aspects of the determinants of the millennials' intention to use real estate
online website in Malaysia. This includes mediating effects of flow towards
millennials' intention to use the online property website in Malaysia and
moderating effects of income towards millennials' intention to use online
property websites in Malaysia.

Previous researchers have conducted many studies related to the

intention to drive the users to use or to accept the adoption in e-banking,
airline ticket booking, online hotel booking and online shopping (Munoz-
Leiva, Climent-Climent & Liébana-Cabanillas, 2017; Bilgihan, Nusair,
Okumus, & Cobanoglu, 2015; Ingham, Cadieux, & Berrada, 2015;
Hjorthol, 2009). What is glaring about the property industry in Malaysia is
that it fails to fully utilize the Internet as a tool to do business. The
objective of this study then is to probe the causes of why some Millennials,
who possibly remain to benefit from the utilization of such property online
websites and the detailed information provided within, are not accessing
this technology. In addition, the number of internet users is growing among
Millennials and property online websites are a significant medium in social
media marketing (The Internet Economy 2017; Mande & Wigand, 2010).
Thus, the power of millennials generations and their characteristics should
not be underestimated because they “represent changes to all aspects of
property market through their expectations in the retail, residential,
workplace, cultural and lifestyle environments” (Hoxha, & Sadiku, 2019;
Larkin, 2018).

Finally, based on this research gap, this study examine on the

consumers intention to use online property website among millennials in
 Malaysia. As many millennials still regard to use online property websites as
a new devices concept (Tan et al., 2017), the understanding will enable
organizations and property industry to create a successful online property
websites which will induce the usage intention of external consumer
behavior and become key for sharig information (Wiafe, Koranteng, Kastriku
& Gyamera, 2020; Hew et al., 2016b). Specificallt the understanding on the
millennial’s channel choice and preference is important for property industry
seeking survival and growth in the local and global markets (Mahrous and
Hassan, 2016).

1.2 Problem Statement

In 2019, Home Ownership Campaign Expo jointly organized by

Sabah Housing and Real Estate Developers Association (SHAREDA) and
property Hunter with the National Home Ownership campaign (HOC) was
held the largest expo in Kota Kinabalu, Sabah. The post-event report
revealed property Hunter that the 3 most effective promotional methods for
this Home Ownership Campaign Expo (HOCE 2019) were through word of
mouth (WOM) from friends, social media (Facebook) and lamp post bunting
or street banner. Moreover, property Hunter added that their
PropertyHunter.com.my, the leading property portal in East Malaysia, only
received an average of 45,000 visitors per month through the online
property website www.Propertyhunter.com. Thus, this number shows only a
small number of people in Malaysia have visited their websites that contains
numerous information about property development and advertising in
Sabah. The decision of buying any type of property may be one of the most
important transaction people will ever make, and the behavioral studies can
help to provide insight into property markets (Salzman & Zwinkels, 2017).
Therefore, the intention of consumers to use online property website in the
property industry in Malaysia were unclear, unsupported and unmonitored.
The majority of real estate, property companies and consumers globally
hesitate to use internet as classified ad website as their advertising
mechanism is based on the statistics reported by propertyHunter.com.my,
which implies the website builders should be more responsive to online
classified property ads-websites that can be optimized by many internet
users.

Various studies have been undertaken to look at the property

industry in Malaysia and its homeownership by different cohort generation
especially the millennials in Malaysia. According to Ordun (2015), millennials
is somewhat different from previous generations (e.g., fewer two-parent
families, more dual-income households, more women in the workforce, and
delaying childbearing). Thus, millennials generation have more latter
generation to start up a new family compare to the previous generation. In
accordance to Maslow theory of need, a home plays an important role in
societal wellbeing, contributing to the psychological and physical health,
security and safety outcomes and belongingness need (Baqutayan, Ariffin &
Raji,2015). Owning a property, however, is a basic need that can enhance
the quality of life and the main goal of individuals. Thus, housing is essential
to meet the need of the growing population.

The results of the various research carried out gives a good insight
into the area of property industry services purchase, but do not indicate of
there is variation in uptake of searching property using online internet
technology platform based age demographics. The property industry in
Malaysia, in addition, has targeted customers mostly on the basis of
traditionally available channels such as property agent, newspaper
advertising, marketing campaign and others. Property companies have also
focused on the purchasing power of the prospective customers. There is
need to review this an dbegin segmenting the online consumer market,
looking at demographically influences online property consumer behavior.
Property agents viewed as the direct channel (Brophy, 2013) in to seek out
prospective property client in need of an property or services and by way of
referral (Incentive Marketing Association, 2004). The property agent
represents the property companies and therefore in all rerspects, the
company is viewed to be selling directly the property listing products and
services to the client.
 The rapid growth of population, economy, and industries in Malaysia
lead to a high demand for purchasing a house, thus the chance of acquiring
a house is not easy among millennials today. Many millennials in Malaysia
are not brave enough to take huge step to make major decision in
purchasing a house. SAYS, 2019 reported that “among 8568 Malaysians,
one in five respondents have “(worries) about making the wrong decision”.
The lack of awareness and lack of knowledge about searching the right
property market has not triggered the interest of young Malaysians,
especially millennials today. Using property platforms and online portals
such as property website available in Malaysia can help future property
owners make a wiser and informed decision before committing to final
decision in home purchase where users could effortlessly view and
determine the property information before they want to make the final
decision. While a number of initiatives are being set up to help young
potential homeowners, many do not even know about the resources
available to them that can ease the burden of property possession.
Moreover, housing deals and promotions are on the increase, especially
since HOPE (Home Ownership Program with EcoWorld) aims to make the
dream of home ownership a full-fledged reality for millennials with the
STAY2OWN (S2O) and HELP2OWN (H2O) programs.

Even though the existence of several studies in this field, but very
little studies have considered the intention to use online property website
among millennials in a developing country context in Malaysia. Moreover,
most studies focused on the effect of online afvertising on consumer buying
behavior on the organisational performance, emerging technologies in new
businesses, opportunities, new channels for offering new businesses to
meet their consumers’ needs and satisfaction (Tobi, Ayodele & Akindele,
2020; Lonkani, Changchit, Klaus, & Sampet, 2020; Lee, Lee & Kim, 2020;
Hajli and Featherman, 2017; Bapna et al., 2014; Hamid, Amin, Lada, &
Ahmad, 2007; Bhattacharjee et al., 2006). However, few studies draw their
conclusions focusing on millennials’ generation angle and has been relatively
worked on the empirical research for this study. Consequently, the adoption
of online service has affected the survival and grow of the property industry
by meeting the needs of their consumers to search property information as
property online website has become a significant transaction platform for
property industry (Yuan, Kim, & Kim, 2013). Millennials in Malaysia currently
use internet technology to carry out their daily social life, working, studying,
relaxing, online purchasing and other activities. Many studies have been
conducted by previous researchers with focus on what intention drives the
users to use or to accept the adoption in e-banking, airline ticket booking,
online hotel booking and online shopping. However, limited research has
been done in this field for the IS behavioral intention to use online property
website. In addition, the number of Internet users is growing among
Millennial and property online websites, which are becoming an important
medium in social media marketing (Dyana, Suki, Lajuni & Hamid, 2019).
The Internet Economy 2017; Mande & Wigand, 2010).

There has been much research associated with IS behavioral

context, such as internet users are growing in various type social media
(The Internet Economy 2017; Mande & Wigand 2010). This might be
because the Internet and its related technologies like social media provide a
great platform for firms or individual to advertise their products and services
(Dreze & Zufryden, 1997). In addition, it may be useful for property
industry player to promote the adoption, to explore the relationship
between information online search and consumers to use the Internet-
facilitated in this online environment in the context of property market. It
is, therefore, essential for organizations to understand the importance of
the Internet's role in helping buyers, sellers, brokers and tenants in their
online property searching behaviour. Although the Internet has played a
significant role in the housing industry, little has been known about why
consumers, particularly millennials, prefer or use the Internet as a source to
help them make informed decisions about their property search
(Wijayaningtyas & Nainggolan, 2020).

Similarly, studies investigating the property development companies

in Malaysia on their internet business strategy (Muhammad, 2008;
Zumpano, Johnson, Anderson, 2003). The service and information offered
from various property companies related property information are discussed
and used to describe the growth of internet usage in the property
businesses. As the result, many property companies in Malaysia are still in
the early stage of using internet as a tool in business and social media
advertising. Therefore, Cormier (2010) and Neti (2011) have introduced
several antecedents of consumers’ attitude towards social media
advertising. Nevertheless, the number of first -time home buyers currently
stands at 34 per cent, a decrease from 35 percent last year (the statistical
norm is 40 per cent historically). Therefore, online property web sites are
being applied more often in other industry than the property industry. This
evidence indicates that the use of real estate websites did not improve
home buyers or users search efficiency and this website unable to become
key for sharing information among consumers (Wiafe, Koranteng, Kastriku &
Gyamera, 2020; Victoria, 2003; Te Ying, 2012; Zumpano, Johnson, &
Anderson, 2003). Apart from that, this study is attempting to seek whether
millennials in Malaysia have the intention to use online property website to
search property information for them to make decision to own, rent, buy
any property in Malaysia and these online property website enable people to
connect, communicate and share ideas (Wiafe, Koranteng, Kastriku &
Gyamera, 2020) .

Previous research has shown that the house demand from the lower
and medium income groups is rising (Mohamed, Ramli & Sum, 2020;
Shapee, 2017; Ahmad & Hasmah, 2008). Competing theories such as TAM,
TPB and TRA are no longer suitable to apply in the online property due to
the use of internet, but almost all consumers and business segments have
tremendously changed the retailing marketplace (Grewal and Levy, 2009).
In the context of Malaysia, with the advancement technology, theories TAM,
TPB, and TRA were found to be less suitable to explain the intention
behaviour in this property industry context. Literature review related to
online property website in other countries including Malaysia is limited. The
well-grounded theories, namely Theory of Reasoned Action (TRA) (Fishbein
& Ajzen, 1975), the Theory of Planned Behaviour (TPB) (Ajzen, 1991), the
Technology Acceptance Model (TAM) (Davis, 1985;1989) and the
Innovations Diffusion Theory (IDT) (Rogers, 1995) contribute to the current
studies and have received substantial support empirical support in various
behavioural studies.

The advantage of the Stimulus–Organism–Response (S-O-R) Theory

by Mehrabian & Russell (1974) is that it can be used to enhance
understanding of millennials’ intention to use and behaviour (Dyana, Suki,
Lajuni & Hamid, 2019). Hence, from a theoretical perspective, adopting S-O-
R theory in this study has the potential to add new knowledge to the field of
property in Malaysia especially in adapting moderating effects of income
towards millennials' intention to use online property websites in Malaysia.
The integrated view of the S-O-R models as introduces in this study that
both architecture quality of the website (ARQW) and atmosphere cues of
the website (ATQW) consists antecedent elements of ubiquity, ease of use,
information exchange, informativeness, effectiveness and entertainment,
are presented to test the mediating effects of the flow experience of the
antecedents of the ATQW and ATQW as well as the intention to use
property websites among millennials. In line of this research, flow
experience as mediator has been scarcely investigated from the point of
view intention to use online property websites in property industry.

According to a report from New Strait Times dated 7 November

2020, the country's property in Malaysia market embarked on the explosive
phase in year 2019. Unfortunately, the outbreak of the Covid -19 pandemic
in the first quarter of 2020 continues to bring uncertainty and more
challenges in the property market. The result of the Covid -19 pandemic
that leads to the movement control order (MCO) during the first quarter of
2020 has contributed to a decline in the number of home seekers and
sellers (www.nst.com.my/property/2020). Thus, property listings have also
lessened, reduced and mismatch of house prices and affordability. Further,
it can be expected that property industry in Malaysia not able to continue
their projects or developments that have been interrupted. Most of the
property marketers and property developers realise that the main cause of
 sluggish property market is attributed to the country’s imbalanced housing
supply- demand system. Therefore, it is important the government to
reintroduction of the home-wonership campaign (HOC) featuring stamp duty
exemptions and the uplifting of the margin of of financing limit and establish
short-term economic recovery plan (Penjana) helpt o stimulate the property
market. Hence, property marketer and developer may reconsider their
product positioning and marketing strategies including leveraging on the
etchnologies and partnering with e-commerce platform to improve their
sales and advertising. Therefore, property online website platform plays an
important role to showcasing all type of properties listing, information and
held property’s virtual property fair or exhibition through internet websites.

This study is aims to understand the importance of Stimulus-

Organism-Response (S-O-R) and Flow theories rather than simply
assuming / adopting/ using one model into the millennials' intention to use
real estate online website in Malaysia. This study integrated the Flow
Theory and the S-O-R theory to examine the relationship between variables
of architectural quality of website (ARQW) and atmosphere cues of website
(ATQW) towards the determinants of the millennials' intention to use real
estate online website in Malaysia.

1.3 Research questions

Based on the problem statement discussed in the previous section, the

research questions of this study are as follows.

1. To what extend are the determinants of the millennials’ intention to

use the online property website in Malaysia?

2. To what extend does flow experience mediate the relationship

between the architectural quality of the website (ubiquity, ease of
use, information exchange) and atmosphere cues of the website
 (informativeness, effectiveness, entertainment) towards millennials’
intention to use online property website?

3. To what extend does income moderate the relationship between flow

experience and behavioral intention to use online property website
among millennials in Malaysia?

1.4 Research Objectives

This study combines the factors determinant the architectural quality of the
website (ubiquity, ease of use, information exchange) and atmosphere cues
of the website (informativeness, effectiveness, entertainment) and these
factors impact the intention to use the online property websites of the
millennials. This study investigates the relationship between these factors
with flow experience and the behavior intentions for online property
website. The following research objectives are proposed to accommodate
the research questions listed in the pprevious section.

1. To examine the determinants of the millennials' intention to use the

online property website in Malaysia.

2. To examine the mediating effects of flow towards millennials'

intention to use the online property website in Malaysia.

3. To examine the moderating effects of income towards millennials'

intention to use online property websites in Malaysia.

1.5 Scope of the Study

This study investigated the intention behavior by examining constructs

architectural quality of the website (ubiquity, ease of use, information
exchange) and atmosphere cues of the website (informativeness,
effectiveness, entertainment), and the mediating effects of flow experience,
 and moderating effect of income that influence the intention to use online
property website among millennials generation in Malaysia. The usage of
online property website among millennials in Malaysia was selected as the
main modality because property markey has evolved each year, as the new
generation became first-time home buyers and the senior generation began
to downsize. Moreover, the property industry in Malaysia in this era is no
exception becoming ever more complex and fragmented.

In this study used Stimulus- Organism- Response (S-O-R) developed

by Mehrabian and Russel (1974) to understand intention to use in online
consumer behavior perspective. In this study, the constructs of
architectural quality of website (ARQW) and atmosphere cues of website
(ATQW) which include flow experience as mediator and income as
moderator provides an integrated framework in this study’s model. S-O-R
model consists of stimulus as an independent variable, organism as
mediator, and response as the dependent variable (Goi, Kalidas & Zeeshan,
2014)

The population of this study was limited to millennials generation in

Malaysia who were between 18 to 38 years old (Molinillo, Vidal-Branco &
Japutra, 2020; Dimock 2018; Knowles 2017). Millennials generation are the
most active group because of their future buying potential (Gray et al.
2005; Rowley et al. 2015; Mou et al. 2016). As such, the millennials
generation in this country has different lifestyle choices, purchasing
behaviours, intention behaviours, preferances and goals that are influences
by many key factors such as social norms, economy, education level,
technology and local housing regulation. Millennial generation demographic
associated with their age group between 18 and 38 years old and often
cited as one of top influencing generation in internet use and property
market intermediation ( Zumpano, Johnson, Anderson, 2003). Focusing on
this population provides a new perspective on the consumer behavior.

1.6 Significance of Study

The significance of the study is its improvement of the theoretical
methodology, and practical implication for both scholars and practitioner,
marketers, real estate agency, property developers, managerial aspects of
the success in online marketing property website industry in Malaysia. This
study will not only expand current knowledge on usage of online website
related to property sector, but also provide significant value to academician
and property industrial players such as broker, estate agent, real estate
agency, property developers, property owner in theory development and
marketing growth respectively.

1.6.1 Theoretical Significance

In term of theoretical significance, this study is expected to enrich the

marketing literature on consumer online behavior in using online property
website. For almost 30 years guided by so many theories in previous
research, research on behavioral intention mostly identified that traditional
theory such as Technology Acceptance Model (TAM) constructs of perceived
usefulness and perceived ease of use along with the intrinsic motivation
category of perceived enjoyment have significant relationships with
purchasers’ attitudes towards and intention to adopt real estate search
engines (Karen, Scion, Tony & Sarah, 2006). Hence, from a theoretical
perspective, adopting S-O-R theory and Flow theory in this study has the
potential to add new knowledge to the field of property in Malaysia. It
specifically seeks to understand and identify the importance of Stimulus-
Organism- Response (S-O-R) theory, rather than simply assuming /
adopting/ using one model into another field of the context. Therefore, the
findings of this study could provide a clearer picture and some form of
empirical data for the future research in this area of interest. It could
perhaps provide some feedback to the organization concerning the
effectiveness of using property online website based the impact between
architecture quality of the website (ARQ) and atmosphere cues of the
website (ATQ) towards consumers’ intention.
 Another contribution of present research examines the mediating
impact of flow experience on architectural quality of the website
(atmosphere cues of the website) and atmosphere cues of the website
(informativeness,
effectiveness, entertainment) towards millennials’ intention to use online
property website. Previous studies largely discussed websites atmospherics
can be designed to be an interactive environment and used as an important
tool for delivering interactive service to consumers (Gao & Bai, 2014).
Therefore, this study aims to examine the relationship between
architectural
quality of the website (atmosphere cues of the website) and atmosphere
cues of the website (informativeness, effectiveness, entertainment) towards
millennials’ intention to use online property website. This is in response to a
call made by Chen & Yao, (2018); Liu & Pham (2016) and Verhagen and
van Dolen (2011) found that behaviors being affected by environmental
factors or known as Architectural Quality of Website (ARQW) in this study of
consumer impulsive buying behaviors. The present study is entrenched also
by Richard (2005), namely web Atmosphere Cues of Website (ATQW)
consists
of informativeness (I), effectiveness (E) and entertainment (En), defined as
“intentional control and structuring of environmental cues” or “conscious
design of space to create certain buyer effects” (Kotler, 1973). Therefore, it
is imperative to investigate how flow experience influences the relationship
between (ARQW) and (ATQW) which leads to intention to use behavioral.

Significant constributions to the existing body of knowledge is

ccomplished by the way of testing the hypotheses and confirming whether
they are supported or not supported and by relaying the findings to
empirical evidence drawn from extant literature. The present study is
rooted in two theories, namely the Stimulus Organism Response (S-O-R)
Theory and Flow Experience Theory. It is evident that these theories are
able to provide a concrete foundation in building the framework to
substantiate the findings. In support of this theory and relavant literatures,
the originality of the present research provides novel understanding on the
relationship between (ARQW) and (ATQW) which leads to intention to use
behavioral.

1.6.2 Methodology Significance

This doctoral research are expected to derived methodology significance by

applying and analyzing the reflective and formative measurement model’s
assessment, structural measurement model assessment in line with the
current needs of reporting findings in refereed journals. First, this study
attempted to test the measurement of validity and reliability by using Partial
Least Square based Structural Equation Modelling (PLS-SEM), which is
operated by SmartPLS 3.2.8 software.

1.6.3 Managerial Significance

From the managerial perspective, this study provides evidence that

millennials in Malaysia face uneasy decision making in searching for a
suitable property for rent or to buy. Moreover, these findings serve to
spotlight the importance to engage millennials to regulary use the online
property website that would benefit them about the usefulness and
effectiveness about the property websites. Apparently, industrial players
would like to know better what are the obstacles and discouragement
facing by millennials that hindrance them associated with the online
property website. The outcomes may also be beneficial to property fair
organising or property association in Malaysia such as Real Estate &
Housing Developers’Association (REDHA ) Malaysia, National House Buyers
Association Malaysia, Malaysia Intellectual Property Association, Malaysia
REIT Managers Association and Sabah Housing and Real Estate Developers
Association (SHAREDA).
 Real estate agency or property developer who prefer to promote
their client’s property or services through online should invest in the
interface design of digital platforms, such as brand websites and branded
apps (Wu, 2019). The present study also contributes to the experiential
marketing by providing an effective framework for the management of
consumer experiences (Triantafillidou & Siomkos, 2014). This finding offers
an added value for property developer such as PropertyHunter company in
West Malaysia and PropertyGuru, iProperty in East Malaysia to enhance
improvements in professional standards, build local capacity and improve
transparency expected by international investors in their upcoming events in
organising future Property Fair in Malaysia.

There are several features distinguish the impact of e-commerce and

the internet on the property industry in this study. This study discuss the
characteristics of the factors influence the intention to use online property
websites that make it a new force in business operations; alternative
strategies by property companies in dealing with challenges and
opportunities of the WWW. Firstly it provides a new form of communication
based on the investment in a network, communication is possible
worldwide, at any time, and at very low cost. Secondly, using the new
communication networks, online websites is based on a new means of
disseminating information, with the change from present media to the
WWW comparable to the change from newspapers to radio, and from radio
to television. Therefore, information reach is a key factor of the WWW, but
a greater importance is the interactive nature of the information provider.
Moreover, this great expands of advertising of the property information that
may ultimately reached the high numbers of consumers who intends to
search for properties information. All of these online websites have
implication for business, it facilitates the role of a firm as a customer as well
as a producer of retaler of goods. Finally, for many of these changes, there
are large economies of scale, with heavy inftoductory costs but very low
marginal costs, once the system is up and running.
1.6.4 Practical Implication

The study paved the way to bridge active information sharing practices from
industry to policymakers and academicians. These findings provide
important implications for local based property agents and property
developers to develop effective marketing tools or property platforms for
international property investors to research Malaysia property information. A
survey conducted “SAYS 2019” indicate that one in five Malaysian had made
a wrong decision in home ownership due to poor budgetary planning. This
inconsistent result between volume against property transaction make it
essential for organizations like property developers to identify the factors
that influence the consumers to use the online property website in the
event of acquiring a property in Malaysia. These findings shed light on the
importance of recognizing deeper understanding of Millennials’ intention to
use the online property website by the property marketers or property
developers to figure out how to best connect with new people and existing
customers (Stelzner, 2015).
 Moreover, professional bodies and policy ‐makers can improve and
ensure sustainable real estate professional practice through continuous and
life‐long training of members in ICT and may facilitate the development and
implementation of property developer policies designed to assist their
website advertisement to internationalize their business beyond local
boundaries. In addition, practitioners could enhance consumer review
management by applying the underlying factors of reviews in the present
study to find ways to increase consumers’ intention to use the property
website in property context.

1.7 Operational Definition

The operational definitions for this research are defined in this section.

1.7.1 Ubiquity
Ubiquity is regarded as the state or capacity of being everywhere, obtain
information and perform online business using shopping website
whenever,anytime and immediately especially at the same time (Chen &
Yao, 2018 ; Tojib &Tsarenko, 2012; Kim et al., 2009; Clarke, 2008; Lee,
2007). Furthermore, consumers can also get any information in which they
are interested, whenever they want the information regardless of where
they are, through internet- enable mobile devices (Ayeh, 2013a).

1.7.2 Ease of use

Ease of use is regarded as usability (Liu et al., 2013; Verhagen & van Dolen,
2011). In addition, Ethier et al., (2006), Hung (2008) and Sohn and Lee
(2017) describes that ease of use providing pleasant feelings while
effortlessly search for information and make transaction be organized, less
complexity so that consumers can easily remember and identify with it.

1.7.3 Information exchange

Information exchange is regarded as information sharing as informal terms
that can either refer to bidirectional information transfer in
telecommunications and computer (Berbegal-Mirabent et al., 2016;
Verhagen & van Dolen, 2011; Adjei et al. , 2010; Wang & Chiang, 2009).
According to Burnett (2000), exchange information is known as interaction
between users and shop owner which consists of information provision,
shared events and information search.

1.7.4 Informativeness
Informativeness is regarded as giving instructive information (Richard,
2005; Eroglu et al., 2003; Chen & Wells, 1999). In addition, Richard et al.,
(2010) and Hausman & Siekpe (2009) concluded that informativeness
signifies as “amount and richness of information included on a website,
informativeness exerts an important influence over online consumer attitude
towards website”. Informativeness also relates to the information quality
that provides by the websites such as correctness, integrity, clarity,
reliability and comprehensibility of the details about the products and
services offered by the online property websites ( Boonsiritomachai, & Sud-
On , 2020; Chen and Chang, 2018).

1.7.5 Effectiveness
Effectiveness is regarded as the degree to which something is successful in
producing a desired result; success (Richard, 2005; Eroglu et al, 2003; Bell
& Tang, 1998). Richard (2005) also found that effectiveness of information
contained is the reflection of the degree to which information is accurate,
up-to-date, available, complete and relevant to the internet users (Bell and
Tang, 1998).

1.7.6 Entertainment
Entertainment are regarded as affording pleasure, diversion or amusement,
especially a performance of some kind (Chen & Wells, 1999). Previous
studies defined entertainment as dimension of aesthetic response and
value; capacity to fulfil an individual needs for escapism, diversion,
emotional enjoyment, aesthetic enjoyment and being amused and
entertained (Manthiou, Chiang, & Tang, 2013; Agichtein, Castillo, Donato et
al. 2008; Babin and Attaway,2000).

1.7.6 Flow experience

Flow experience is regarded as the process or fact of personally observing,
encountering, describing a state of mind sometimes experienced or
undergoing something (Zhou, 2012a; Lee et al., 2007; Csikszentmihalyi,
1975). Flow experience is defined as people’s feelings or psychological
state, cognitive state and experience state that invoke such strong desire
that users wish to repeat it during Internet based activity (Finneran &
Zhang, 2005; Hoffman & Novak, 1996; Csikszentmihalyi & Csikszentmihalyi,
1992).

1.7.7 Intention to use

Intention to use is regarded as the degree to which users intend to continue
using and purpose or attitude toward the effect of one’s actions or conduct
(Lehto and Oinaskukkonen, 2015; DeGuinew and Markus, 2009;
Bhattacherjee, 2001; Pavlou & Fygenson, 2006; Dodds, 1999).
Subsequently, intention refers to something that a person aims to achieve,
lower is the correlation between intention and action (Ajzen, 1991; Ajzen &
Fishbein, 1980; Han & Kim, 2010), consumer dissemination of positive
information and possibility of a consumer returning to service or product
they have used to their closed friend and family (Othman, Zahari, & Radzi,
2013; Holdt, & Iversen, 2012; Zhao and Othman, 2010).

Thesis Organization
The present thesis consists of five chapters. The organization of the present
thesis is as follows:-

Chapter One provides the overview and foundation of the present

study. It commenced with discussion and identifying the relevant issues
such as research questions and research objectives used in this study. In
addition, it provides the background of the study, problem statement,
research questions, research objectives, significance of the study, definition
of variables, organization of the thesis and summary.

Chapter Two continue with discussing the existing literature that

focused on the conceptualization of the main variables (ubiquity, ease of
use, information exchange, informativeness, effectiveness and
entertainment) and their relationships. All variables involved from the
literature review were formulated and presented in the development of the
conceptual framework with their hypothesized relationships.

Chapter Three describes the research methodology. It includes a

description of research approach, research design, data source, population
and sampling, research instrument development, testing of the instrument,
data collection method, data analysis and statistical analysis.

Chapter Four discusses the findings of the study. The analysis of

data collection was done using structural equation modelling- PLS-SEM
software package Version 3.0. This chapter describes the issue of the
overall fit of the hypothesized model. The final stage is specifically
presented the results of the PLS-SEM –based path analysis of the
conceptual model and followed by the hypothesis testing.

Chapter Five, the final chapter, summarizes the study by conclude

presents the discussion in line with the objectives of the study. It discuss
the implications and limitations of the present study in addition to providing
recommendations for future study. The references and appendix comprise
the last part of this thesis. A visual illustration of the structure of the thesis
is presented in figure 1.1
 CHAPTER 2

LITERATURE REVIEW

2.0 Introduction

This chapter reviews the variables of interests in the context of related

literature mentioned in Chapter One. First, millennials are explained in the
context of a definition, characteristics and various background studies which
is part of collaborative online property website before narrowing the topic
down to how said concept starts to infiltrate Malaysia's property industry. All
the proposed constructs in the framework, namely ubiquity, ease to use,
information exchange, informativeness, effectiveness, entertainment, flow
experience and intention are discussed comprehensively to identify both
possible gaps and appropriate dimensions for the present study. The
present study also reviews mediating variables, flow experience towards the
intention to use online property website. Finally, the moderating variable of
income is delineated. The chapter concluded with the underlying theory,
namely Stimulus Organism Response (S-O-R) theory which explains the
predictors against the criterion variables that were used in the development
of the study's framework and hypotheses.

2.1 Millennial Generation: Definitions and Behavioural Dispositions

The term “generation” can regard as familial generation or social generation

and being part of generation in social sense that share similar sociocultural
experience (Oksa, Saari, Kaakinen & Oksanen, 2021; Eyerman, 1998;
Jurkiewicz, Brown, 1998; Mannheim, 1952). Traditionally, some authors
have stated that millennials, the demographic group after Generation X,
known as Generation Y or Gen Y. According to Brown (2012; Dimock, 2019;
Palley, 2012), millennials are those born between 1981 and 2000 (Redjo,
Wijayaningtyas & Iskandar, 2020; Budiati, Susianto, Adi, Ayuni, Reagan,
Larasaty, Setiyawati, Pratiwi & Saputri, 2018; Raslie, Pit & Ting, 2016). In
contrast, Kotler, and Armstrong (1973) explain that millennials are a group
of populations born in 1978 to 2000 (Wijayaningtyas & Nainggolan, 2020).
The literature supports that generation Y members were born between 1981
and 2000 and three times more size of generation X (Ross, Rouse & Mobley,
2019; Cecere, 2016). Nonetheless, there has been controversy among
demographers over the exact date when Generation Y started and ended
(Bujang, Jiram, Abu Zarin & Anuar, 2015). Thus, Bergh and Behrer (2011)
categorized generation Y together with Fry (2015) as those born between
1980 and 1997, to define them explicitly. Moreover, numerous synonymous
terms such as Millennials, Generation Next, Echo Boomer and Generation
Dot Com are used interchangeably in referring to this young generation
(Kam, Lim, Al-Obaidi, & Lim, 2018).

Quite recently, there has been a growing interest in the studies towards
millennials generation because the millennials generation is a new
generation, the children of the boomers (Hoxha & Sadiku,2019; Ordun,
2015). Belleau, Summers, Xu & Pinel (2007) and Martin & Bush (2000)
indicate that Generation Y represents the largest market since baby
boomers and become the vital focus of consumer research as their potential
spending power, more tech-savvy, well-connected through technology,
spend full-time job on their devices that the devices become the fun of
entertainment, ability to innovators, adoption to new products and potential
for becoming a loyalty customer, intelligence in technology, quickly obtain
information about a product, and dare to take risks (Elmore, 2019; Ordun,
2015; White, 2016; Turner, 2015). Meanwhile, post-millennials, or
Generation Z, are those born from 1997 onwards (Dimock, 2018). In 2019,
the most established Generation Z is 22 years old with most of Generation Z
falling between ages 13 to 18, making them the successors of millennials.
More still needs to be discovered as to how Generation Z may be positioned
as anxious, immature, highly analytical, pragmatic, and self-sufficient
(Francis & Hoefel, 2018; Twenge, 2017), before the oldest Generation Z
reaching adulthood and finally become successors of millennials.
On the other hand, much research on demographical and comparisons of
the generation cohorts has been done. Demographic measures usually
relate to the individual's characteristics (Majid, Said & Daud, 2017). There
are four major cohorts (Brown, 2012) exist in the United States comprising
Builders (born between 1920 and 1945); Baby Boomers (born between
1920 and 1945); Generation X (born between 1965 and 1980; and
Generation Y (born between 1981 and 2000). Much research on millennials
consumer behavior in the macro-level social, political, and economic
context. The findings by Schwartz, Hole, & Zhong (2010), has shown that
different countries have differently conceptualized on global generation
overview shown in table 2.0. Several countries such as China, India, South
Korea, Japan, Russia, Bulgaria, Czech Republic, South Africa, Brazil, and the
United State. Previous research showed that millennial generation is
regarded as a new generation, also known as the children of the boomers
(Bardhan, Jaffee, & Kroll, 2000).

Table 2.0. Global Generation Overview

1950 1960 1970 1980 1990 2000
2000
Post 50s Post 60s Post 70s Post 80s Post 90s
China
  generation generation generation generation generation

India Traditional generation Non-traditional generation Gen Y

 
South 475 386
Gen X and Gen Y
Korea   generation generation

1st
Danso Shijinrui Post Shinjinrui junior
Boome 2nd Boomer
generation generation bubble Yutori
r
Japan
Gen y (Gen
Russia Baby Boomers Gen X "Pu")
Democracy
Bulgaria Post-war generation Communist generation generation

Czech Baby Boomers Gen X - Husak's children Gen Y

Republic generation
South
Gen Y
Africa Baby Boomers Gen X
Brazil Baby Boomers Gen X Gen Y
US Baby Boomers Gen X Gen Y
Source: David Hole, Le Zhong and Jeff Schwartz, "Talking About Whose Generation, Why
Western Generation Models Can't Account for a Global Workforce", On Talent, The Talent
Paradox: A 21st Century talent and leadership agenda, Deloitte University Press (2010, p.100)
Accordingly, this research focuses on the millennial's generation; as stated
by Lee, Lee, & Kim, 2020 (Sox, Kline, & Crews, 2014), this generation was
born in the emerging world. The population are growing up to 75% of the
global workforce by the year 2025 and possess a strong connection with the
internet that characterized by the use and adaption of technology in their
daily life. It was reported in the literature in the 1960s, the generation gap
was over differences in lifestyle and ideology between parents and their
children. Some author also suggested that past generations worked mainly
to secure comfort and looking forward to a prosperous life, frequently
attached with internet technology to avoid struggles in their offline lives or
to find belonging, inability to manage frustration, fear, and uneasiness
(Weinstein, 2010; Toronto, 2009). Therefore, millennials generation have
driven to start a family slower based on the report that 75 per cent
generation is still single status and regarded as the first global generation
connected by the internet and social media (Stewart, Oliver, Cravens, &
Oishi, 2017; Espinoza, & Ukleja 2016; Ukleja, & Rusch 2010). Jackson,
Stoel, & Brantley (2011) indicate that generational identity comprising a
distinctive set of values, belief, expectations, and behaviours remain
constant throughout a generation's lifetime.

Notwithstanding, research conducted by Molinillo, Vidal-Branco & Japutra,

(2020) found that millennial generation is pulling the attention of marketing
researchers and practitioners in various studies. As a result of numerous
studies regarded the uniqueness of the characteristics of the millennial.
Millennials are knowns by their educational level, heavy usage of internet
and social media, high buying power, experience, generation history,
expectations, lifestyles, values and demographics that influence their
behaviours (Hoxha, & Zeqiraj, 2019; Ivanova et al., 2019; Ganesan, 2012;
Powers, Suh & Hargis, 2016; 2013; Williams & Page, 2011; Bardhan, Jaffee,
& Kroll, 2000).In contrast, Leung (2003), argue that millennials are not
defined by demographics alone but defined by a combination of their
demographic cohort categorized by life, experiences, values and buying
behaviour.
Millennials are the youngest generation of individuals of the same age, and
generation generally shares a similar experience, perspective and hold
similar values in the American workforce today (Carter, 2018). According to
Fernandez and Pitts (2011), millennials in comparison to other generations
are more likely to maintain their focus of attention on the essential needs
and requirements of themselves, rather than emphasizing on organizational
needs, which introduces significant challenges to organizations (Knowles
2017). Characteristics of the millennial indicate four main characteristics of
millennials learners: "Innovation, Investigation, Immediacy, and
Authentication and Trust" (Kadir, 2020; Md Noor, 2016; Black, 2010; Suh &
Hargis, 2016). “Social Consciousness" as adapted from several scholarly
studies. Significantly, some studies indicate that the most prominent
characteristics that distinguished the millennials from other groups
generation is their dependency of internet technology and millennials are
regarded as "technologically savvy" and "digital natives" (Salleh, Mahbob &
Baharudin, 2017; Dolby, 2014; McAlister, 2009). Table 2.1 can be utilized as
a landmark for this study on understanding millennial behavioural
disposition in the favour, by pointing out the prominence of those
characteristics in realizing the needs and desires of the millennial generation
and the influence on the decision to buy or own property, substantiate the
necessity to use online property website in searching the property
information. Table 2.1 also indicates the overview of millennials’
characteristics focuses on traits such as immediacy, authentication and
trust, social consciousness, and investigation (Hoxha & Zeqirai, 2019). Thus,
the property industry and agencies can gain advantages and opportunities
in getting to comprehend the millennials generations as their potential
homebuyers based on the main traits stated in table 2.1.
 Table 2.1: Overview of Millennials’ Characteristics
Authors Characteristics Main Traits
Black (2010) demanding, impatient and have immediacy,
a short attention span, authentication &
dependent upon technology trust, social
(digital native), assertive and consciousness
confident, prefer group and
teamwork, highly tolerant
towards various forms of
diversify, have friends beyond
their geographic reach,
collaborative, spiritual, share
values of parents and society
Md. Noor (2016) constantly trying to push innovation,
technology to its next level, investigation,
curiosity, discovery and immediacy
exploration are key for this
generation, view the world as
24-7 and demands real-time and
fast processing, net-savvy
individuals
Suh & Hargis (2016) innovation,
value aesthetically appealing
investigation, social
educational presentation,
consciousness
curiosity and exploration, value
the importance of collaboration,
need help in understanding the
limits of multitasks
Reilly (2012) participant engagement, longer innovation, social
students' attention span, sense consciousness
of belonging
(Au Yong-Oliveira et al., interested in the class task innovation
(2017) related to digital technology
Raslie, Pit & Ting (2016). expectation immediate feedback immediacy
Dolby (2014) communicating via digital innovation
technology, efficient, enhanced
rational development
Duggan and Brenner's an avid user of social media, innovation
(2013) high expectation
Dabbagh & Kitsantas, 2012 active co-producers of content, innovation
engaging in local and
international collaboration
Lee & Kaman (2014) open new ideas, passionate social consciousness
about the environment, involved
in political issues
Sorensen, K., & Johnson conscientious of the products social consciousness
Jorgensen, J. (2019). they buy, social and
environment, low discretionary
incomes have limited choices,
perceive low-cost apparel
options
Hwang & Griffiths (2017) purchase products that match social consciousness
their values of environmental
and social causes
Han, Jinghe, Yuri Seo, and recognize the sustainability issue social consciousness
Eunju Ko. (2017). within the fashion industry
Moore (2012) active users of the internet and innovation
social media, through which
they engage in entertainment
and gather information
Clark (2013) cool with bartering, sharing and social consciousness
buying used items. Twenty-
somethings' appreciation for old
and used bicycles points to the
distinct trend of younger people
actively participating in
collaborative consumption –
bartering and sharing rather
than buying
Keeble (2013) e tech-savvy, value the innovation, social
versatility of smartphones and consciousness
other mobile devices to stay
connected and are informed
about and engaged in global
issues and causes that are of
personal importance

(Source: Hoxha & Zeqirai, 2019; Black, 2010; Md. Noor, 2016; Suh & Hargis, 2016 &
researcher’s construct)

Compared to the previous generation, the millennial generation has the

mindset of open-minded individuals, uphold freedom, critical, and brave
(Hoxha, & Zeqiraj, 2019; Wijayaningtyas, 2017; Junker, Walcher & Blazek,
2016). However, Espinoza et al., (2010) indicate that Generation Y regarded
as the first generation that does not need an authority figure to gain access
for information because this generation relatively connected by the internet
access and social media. Furthermore, millennials represent one of the most
active segments, high-level adoption and tech proficiency can be powerful in
changing the economic landscape of the internet technology (Sinkovics,
Sinkovics & Archie-Acheampong, 2019; Mou et al. 2016; Han, Ada,
Sharman, & Rao, 2015; Rowley et al. 2015; Keith & Simmers, 2013; Ahmad,
Omar & Ramayah, 2010; Sullivan, & Heitmeyer, 2008; Gray et al. 2005).
Nonetheless, past studies have discovered that millennials have different
characteristics and are tech-savvy as compared to earlier generations. Their
positive attitude and behavioural intention toward online shopping (Sorce et
al. 2005; Passyn et al. 2011) confirmed that the young generation plays a
vital role in the e-commerce market.

Previous research indicates that every generation has its characteristics and
have been affected by the changes of world and vice a versa they changed
the world (Knapp, Weber & Moellenkamp, 2017; Ordun, 2015). The changes
in consumption expenditure can be the best understood by taking a
generation approach because the millennials' generation has much influence
on buying and purchasing determined by factors of income, gender,
education, and others. The explosion of technology helps in gaining a
deeper understanding of millennials characteristics, serve to bridge the gap
between millennials and their parents, teachers, clinicians, corporation,
government, society, property developers and policymaker who are trying to
build a relationship with them (Turner, 2015; Rainie & Wellman, 2012).
However, the pessimistic point of view towards the millennial's generation
evaluates them as lazy, impatient, selfish, disrespectful, irresponsible, and
even lost. However, from the optimistic view, they are regarded as open-
minded, innovative, social, energetic, ambitious, smart, motivated and
confident (Ordun, 2015; Parment, 2013; Leung, 2003).

According to Ordun (2015), millennials is somewhat different from previous

generations (e.g., fewer two-parent families, more dual-income households,
more women in the workforce, and delaying childbearing). The above
discussion confirms that the group of millennials can be characterized by the
way they use the tools and platforms because these online platforms help
save time, money, bring comfort to them, ensure nonstop accessibility of
services, provide unlimited information, and create opportunities (Kurillová
& Marciánová, 2020; Hamstra, 2018; Olson & Kemp, 2015; Nelson, 2013;
Mishra & Olshavsky, 2005). Therefore, this research is important and timely
because it enhances scholars' and practitioners understand of the critical
segment millennial's experience in the online property platform while
property industry that has experienced turbulence coupled with a global
recession and significant technological advancement. However, this study
can contribute to the existing literature since very few publications in the
literature that discussed the intention of the millennials' generation to use
the online property websites and had an impact on the overall evolution of
the business world and property industry market in Malaysia. The findings
from this study are expected to contribute to the existing literature in the
context of the millennial generation intention to use real estate online
property website in the real estate industry (Hidayanto, Mukhodim, Kom &
Junus, 2013; Shukla, Sharma & Swami, 2010).

It is found that this millennial generation study complements and supports

the findings of different context, area and industry relating to power,
achievement, affiliation effect, trust, loyalty, high involvement, purchasing
power, purchase intention or decision as being influences to use online
search capabilities such as marketing, education, tourism, automobiles,
banking, digital platform, P2P accommodation, online auction, social media
marketing, e-learning, insurance and online shopping (Kurillová &
Marciánová, 2020; Herrando, Jimenez-Martinez, & Martin De Hoyos;
Godelnik, 2017; Tussyadiah, 2016; Dwivedi, Kapoor, & Chen, 2015; Cherif,
2014; Sergueyevna & Mosher, 2013; Ng, Schweitzer & Lyons, 2010; Tulgan,
2009; Yarrow & O'Donnell, 2009; Mishra & Olshavsky, 2005; Dermisi, 2004;
Sorce et al. 2005; Michael Bond, Michael Seiler, Vicky Seiler, & Ben Blake,
2000; Der Hovanesian, 1999; Allen and Meyer, 1990)

In today's workforce, the millennial generation is new and fast-growing. By

2018, the millennial population in the workforce will reach 38.8 million,
making up half of the US employees (Betchoo (2018). Millennials, including
open access to technology and its impact on their lives, are perceived to be
different in some ways from other generations. In associating values with
diversity, positive reinforcement and autonomy, millennials are considered
pragmatic (Higginbottom, 2016). The Pew Research Centre (2015) found
that 84% of American adults use the internet and that, compared to
previous generations, young adults are more likely to use the internet. This
has been a growing trend that has been tracked from 2000 to 2015 in the
report. Gattiker and Stollemeir (1992) suggested that a strong relationship
exists between the age of a person and the acceptance level of new
technology. A study conducted by Dartey-Baah and Amoako (2011) shows
that millennials place increased value on productivity, teamwork, personal
work fulfilment, self-management, and social awareness in general.
Henderson (2012), on the other hand, argues that millennials are extremely
enthusiastic, taking on a horizontal career to gain the necessary work
experience and willing to change jobs habitually.

A Gallup (2016) study states that millennials are profoundly different from
other generations with their ability to change the world. In the way the
world interacts, millennials will change the world, alter the US social fabric,
and disconnect from current traditions and institutional beliefs (Gallup,
2016). The resulting disadvantage of millennial disconnect with
contemporary traditions and institutional beliefs can be observed in areas
concerned with employee engagement in roles related to information
technology, including security threats, outmoded management authority,
and low flexibility of employees (Muduli, Verma & Datta, 2016).

Previous studies also have found a relationship between millennials and

financial education, financial literacy, and beneficial financial outcomes
through internet technology (Junker, Walcher & Blazek, 2016; Fox,
Bartholomae, and Lee, 2005; Lusardi, 2003). Thus, millennials have grown
up with wider access to the internet, personal computers, and smartphones
in comparison to previous generations (Spilotro, 2016). According to the
United States Census Bureau, Bechhusen (2016) estimated that 26 per cent
of young adults between the ages of 25 and 34 have an information
technology role especially in the context of employee engagement. The
benefits of employee engagement, particularly in companies with positions
in information technology, include increased employee value, increased
employee engagement (Mone & London, 2014). Using an extensive
literature review, Cudmore, Patton, Ng, & McClure (2010) emphasise that
each cohort of generations embraces distinctive features and that financial
institutions must adapt their offerings to meet the demand of the millennial
generation.

Brodmann, Rayfield, Hassan & Mai (2018) reveal that millennials are varying
in several ways from past generations from the aspects of financial banking
and insurance sectors (Calk& Patrick, 2017; Sodiq, 2020). The millennial
generation is experiencing major milestones, including pursuing general
education, education in college, and employment, income stability,
dominated the workforce, making them traditional financial institutions'
largest consumption targets and value mobile banking, as they consider it to
be the most important bank characteristic, as millennials’ banking habits to
available (FINTECH) financial technology (Osman, Ing, Razli & Rick, 2020;
Arner, Barberis & Buckley, 2015; DelCampo, Haggerty, Haney & Knippel,
2011). On the other hand, millennials studies in the management and
organization context widely distinguished the issues related to recruitment,
motivation, and retention of millennial employees.

This is the first time in US history, according to Evangeline and Ragavan

(2016), that the composition of employees consists of three independent
and different generations, namely, Baby Boomers, Millennials, and
Generation X. The three generations' combined age range over 60 years
comprehend the impact of the organizations' values, beliefs, attitudes, work
ethics, and expectations. Every generation has its unique traits such as
social consciousness (Sorenson, Johnson Jorgenson, 2019); entitled,
optimistic, close parental, civic-minded, involvement, value work-life
balance, impatient, team-oriented and multitasking (DeVaney, 2015) that
influence their behaviours (William & Page, 2011), which have a significant
effect on industry and workforce (Hoxha& Sadiku, 2019). The workforce
born between 1945 and 1964 is called the generation of "Baby Boomers".
The workforce born between 1965 and 1979 is called Generation X.
Similarly, the millennial generation is called the workforce born between
1980 and 2000. Since the youngest of that generation today is 53 years old,
the baby boomer generation is approaching the retirement age. The
youngest generation, the millennials, are the future workforce as this
generation is in its infancy (Evangeline & Ragavan, 2016).

As the researchers examined in past work defining each generations cohort,

millennials are identified as “cuspers” (age-wise on the cups between
generation X and generation Y), racially diverse and believe that “the power
for the young to influence and create new technology has grown
tremendously in the last decades (Pathy, 2019; Burstein, 2013; Prensky,
2001). Meanwhile, Ferreira (2018) indicated that baby boomers are those
people born between 1948-1963; generation X are people born between
1964-1977; generation Y, people born between 1978-1994; and finally,
generation Z refers to those people born after 1995 (Lancaster, 2018).

In the rapid evolution of technology on how people communicate and

interact, the differences of its rising cohorts give researchers a tool to
analyse changes in views over time and understanding different formative
experiences, unique tastes, preferences and interact with the life cycle and
aging process to shape people’s view of the world ((Kurz, Li & Vine, 2019;
Dimock, 2019; Junker, Walcher & Blazek, 2016). Thus, there are various of
generation terms derived from excessive studies, distinguishing the
population’s spending patterns, economic and economic behaviour trend
(Kurz, Li & Vine, 2019; Jones, Ramanau, Cross & Healing, 2010). There is
more study on generation-shaping are considered to understand these
differences of each generation cohort and their uniqueness characteristics
that have been of their lives from the start (Kurz, Li & Vine, 2019).
However, there are slightly different views regarding the range of years in
which millennials were born (Fishman, 2016). In this progression, baby
boomers (Kurz, Li & Vine, 2019) grew up as television expanded
dramatically, changing their lifestyle and connection to the world in
fundamental ways. Meanwhile, generation X grew up as the computer
revolution was taking hold, generation Z (Karacsony, Izsák & Vasa, 2020:
Dimock, 2019; Nikodemska-Wołowik, Bednarz & Foreman, 2019; Prensky,
2001) grew up together with all the technology innovation, finally
generation Y (Ketter, 2020; Arora & Dhole, 2019; Hassan, Jambulingam,
Alam & Islam, 2019) came of age during the internet explosion (Raines,
2002). The implications of growing up as the millennials defined “always on”
technology environment is coming into attention (Dimock, 2019).

The term of millennial is used throughout the world; however, cohort

definition causes a lot of debate worldwide since there are a variety of
differences in the period of birth dates (Muda, Mohd & Hassan, 2016; Omar,
2016; Lissitsa & Kol, 2016; Junker, Walcher & Blazek, 2016; Lee & Kotler,
2016; Ordun, 2015; Valentine & Power, 2013; Moore, 2012; Rainer &
Rainer, 2011; Howe & Strauss, 2000). Also, the years of the emergence of
this generation vary according to the position of some authors (Moreno,
Lafuente, Carreón & Moreno, 2017). Apparently, by this approach, authors
find the necessities of integrating the three-generation cohort’s definition
namely generation X, Y and Z, precede as “millennials” in this study. This is
also with the purpose to keep the millennials generation as definitive term,
become clearly meaningful and singular delineation, this study intended to
draw an analytical line through categorized millennials falls under the rising
group within generation X, Y until Z ((Kurz, Li & Vine, 2019; Fishman, 2016;
Howe & Strauss, 2000; Sweeney, 2006). However, unlike the boomer’s
generation, there are no comparably analytical definitive terms are defined,
allowing cut off boundaries between millennials and other generations for
several number of reasons such as economic, social and political factors
(Kurz, Li & Vine, 2019; Dimock, 2019). As has been the various studies in
the past open many arguments for drawing an analytical line between
millennials and the generation to follow them, view of millennials generation
is not fully formed and could change considerably as generations
themselves are inherently diverse and complex group (Kurz, Li & Vine,
2019).

2.2 Evolution of Property Industry and Technology

The property market worldwide is experiencing an emerging market and has

always been a key economic sector of the counties such as ASIAN countries
(Thaker & Sakaran, 2016; Kepili & Masron, 2016; Al-Nahdi, Habib, &
Albdour, 2015). The dynamics of the property market have widespread
global effects, researchers are examining the possibility reflects the
increasing demand of the increasing trend due to the increasing population
of the millennial’s generation on yearly basis; hence, increasing rate of
unsold residential property and property auction transaction and abandoned
housing projects in Malaysia is arising (Dahlan, 2019; Ferlito, 2018; Karim,
Maimun, Noor, Yusoff & Rahman, 2017; Ling, Almeida, Shukri & Sze, 2017;
BNM, 2016). While most research unable to explain the reason behind the
unsold units of properties in Malaysia and other countries despite the
developer’s action in continuing to develop the housing development
projects that exceeded the housing supply (Ramli, Zainal & Ali, 2020;
Thanaraju, Khan, Juhari, Sivanathan & Khair, 2019). However, the latest
findings in the Preliminary Property Market Brief 2017 by Residential
Performance on the sales performance in the unsold status for all types of
housing prices are incongruent with the aim of housing development
(NAPIC, 2017; BNM, 2016).

As previous researchers have shown the evolution of the property industry

will be directly affected by the emerging new technology in property sector
all over the countries including in Asia (Gholipour & Razali, 2017; Cherif,
2013; Zhang & Luo, 2010; Lammarino & McCann, 2006; Jud, Winkler &
Sirmans, 2002; Muhanna & Wolf, 2002; Crowston, Sawyer & Wigand, 2001;
Muhanna, 2000). Many studies (Rehring, 2012; San et al., 2012; Chan et
al., 2011) have discussed the property market industry that recognised as a
significant contributor to the key economic growth of a country because this
industry is particularly linked to various sectors or industries (Kepili &
Masron, 2016). Since the world population is growing tremendously on
yearly basis, there is a need to meet the housing needs of the population in
accordance with Maslow’s Need Hierarchy Theory (1954), the roof over
one’s head is a must for an individual and this has been documented as one
of the most basic needs and wants of human necessities (Hopper, 2019;
Betz, 1984; Maslow, 1954).

Furthermore, while there has been various research on property studies

done by worldwide such as residential real estate market in Lithuania;
intention to purchase real estate in Saudi Arabia; sustainable property
development in Malaysia; buying behaviour of residential apartments in
Noida and Greater Noida, India; internet business strategy in Asia;
brokerage industry in Iran; intention to purchase property in Kosovo and
property website service quality in Indonesia (Hoxha & Zeqiraj, 2019; Singh,
Gupta & Dash, 2018; Lepkova, Butkiene & Bełej, 2016; Al-Nahdi, Habib, &
Albdour, 2015; Razali & Adnan, 2015; Muhanna, 2000). As the result, the
tremendous internet penetration growth towards the region has expected
strongly affected the property sectors property companies to compete in the
very competitive property businesses and try to change their way of doing
their business (Dash, Kiefer & Paul, 2021; Razali, Jalil & Nguyen, 2020;
Razali, Rahman, Adnan & Yassin, 2014; Dermisi, 2004). The internet
technology is one of the tools that could be utilised as a strategic
development in the property sector, could evolve from traditional terms of
the level of usage, shifting towards electronic conveyancing or online
methods (Razali & Adnan, 2015).

The property market and development in Malaysia has played an important

role in the investment in the property market sector. On the other hand, the
approach of modelling and behaviour of the property market has been
extensively explored in property research and online property database in
Malaysia context (Cheryl, Ng & Wong, 2021; Kamarudin, Ismail, Ali, Sipan &
Raji, 2014; Chau, Chin & Ng, 2004; Aminah, 2002; Chau & Chin, 2002;
Gibler& Nelson, 1998). Understanding and explaining the property market
behaviour is very important since it forms the basis of the important
decision- making and the micro foundation of the property market in terms
of its functions, theories and assumptions (Wigren & Wilhelmsson, 2007;
Hamid & Hasmah, 2002; Watkins, 1999; Ball, 1998; Gibler& Nelson, 1998).
Although the Malaysian property market constitutes only a small sector of
the broad area, it has relatively captured the attention of many investors
and become a growing interest in many previous researchers.

In the beginning, the property industry in Malaysia is fragmented and

dominated by large companies as it is property capital intensive and in line
with the Eighth Malaysia Plan (2001-2005) (Unit, E. P., 2005), required
782,300 new houses, a slight decline of 800,000 units as targeted in Seven
Malaysia Plan (7th MP) (Omar, 2008). Ministry of Housing and Local
Government Malaysia aims is to provide an adequate supply of housing with
actual median house price, enhance housing policy with set annual targets
for housing achievement in the 5- year Plans (BNM, 2016; Government of
Malaysia, 2005; Government of Malaysia, 2003; Government of Malaysia,
2001). Hence, the Ministry of Housing and Local Government Malaysia is
responsible for planning residential development regulations; issuing
licences and permits for advertising and sales to housing developers;
ensuring that all parties involved comply with all laws and regulations
through proper enforcement; and providing financial assistance. Moreover,
the task of enforcing housing-related laws and regulations to safeguard the
interests of house buyers has been entrusted to the Ministry of Housing and
Local Government (Ebekozien, Abdul-Aziz & Jaafar, 2020; Dahlan, 2019;
Nuruddin, Bakar & Jaafar, 2015; Tan, 2013; Tan, 2011).

The Housing Developer Act (Control and License) 1966 (Act118) was
enforced on August 29, 1969, when the Housing Developers Regulations
came into force in April 1989 (Government of Malaysia: 2000). The
favourable demographics and the government’s effort to promote
infrastructure development and homeownership campaign approach
provides community living centres (neighbourhood centres) that can act as
residential centres that provide residents with living needs (Jamaluddin,
Abdullah & Hamdan, 2016; Nuruddin, Bakar & Jaafar, 2015; Community
living in low-cost housing would be a scenario in which residents share the
living environment and facilities knowingly and willingly (Dahlan, 2019;
Ghani Salleh & Choong Lai Chai, 1997). Communal living offers a good way
of serving each other in several ways. Public participation in communal life
among residents will have an impact on the community. Housing is the
foundation for creating a happy family and a shared living environment.

The rapid growth of the digitalization of information and communication

technology (ICT) has changed the business environment in Malaysia. The
ICT sector has been identified as being able to play a major role in speeding
up economic growth. One of the government's efforts to attract foreign
investors is the creation of the Multimedia Super Corridor (MSC). Malaysia is
ranked at number 8 in Asia (see table 2.2). This emerging new technology
will directly affect the property business. Despite the enormous growth on
the internet, it remains to be seen how far the situation will be taken
advantage of by property developers. Property-related companies in
Malaysia must attempt to change their way of doing their business to
compete in this very competitive property business. Thus, the property
industry is no exclusion to remain competitive by offering their properties
through the property online website.

Table 2.2: Internet Penetration in Asia

Country Population Penetration (%

population
Brunei 437,479 98.3
Source:
Internet South Korea 51,269,185 96 World
Statistics Japan 126,476,461 93.8 (2020)
Hong Kong 7,496,981 89.3

Globally, Singapore 5,850,342 88.4 the

Macao 649,335 83.8
Thailand 69,799,978 81.7
Malaysia 32,365,999 81.4
Philippines 109,581,078 72.1
Vietnam 97,338,579 70.4
technologies of the online internet website that traditionally has been slowly
adopted in the property sector in Malaysia as the advent usage of online
property website in Malaysia can be traced back to the early 2000s with the
emergence of property -listing platforms such as iPropertyGuru that connect
owners and landlords with buyers and tenants. Though this property- listing
websites are considered long overdue for a change and it was an old
version of technology 1.0 comparably to the current technologies such as
big data and data analytics technology. The adoption of online property
website is driving the property industry to another next level of advent in
the history of the Malaysia property industry by using the information
technology (IT), followed by factors that lead to 1997, property bubble
(Pillaiyan 2015; Gibson & Sodeman, 2014; Tan & David, 2012; Hashim,
2010; Margaret, 2006; Holland, 2004; Gibler & Nelson, 1998), resulting in
the widespread corporate failure in the year 1997. It has also been
concluded that the existence of property bubble phenomenon from previous
studies that stemmed directly from the soaring of the property prices to
unaffordable height (Tan & David, 2012; Steve Melhuish, 2011; Hashim,
2010; Canadian Mortgage Inc, 2009; Margaret, 2006; Faizal, 2005;
Abraham & Hendershott, 1996).

In response to the National Malaysia Housing Policy that requires the

government aspires to accommodate the population with quality and
affordable housing (Said, Majid, Alias, Adnan, Y& Razali, 2016; Abidin,
2010), this study corroborates with the government policy to accommodate
the Malaysian population with the quality and affordable housing by
investigating the role of online property website as an important tool to best
connect the consumers such as millennials as widely as possible with
affordable housing. However, research shows that millennials are delaying
the formation of marriages and households; this contributes to the slow
recovery of the housing market, the decrease in homeownership rates, and
the rise in demand for housing rentals (Nava, Karp, Nash-Stacey, 2014).
Millennials have responded to the recession and the challenging economic
situation including moving back to stay with their parents and starting their
businesses (Burstein, 2013).

Notwithstanding, the property industry is modernizing, there has been an

increase in attention on brand interaction, particularly among the large and
growing segment of millennial's homebuyers (Dash, Kiefer & Paul, 2021).
Ismail & Shaari (2020) has demonstrated that the demographics and
population have been evidenced as part of the key elements that affect
property development. Therefore, the changes in demographics specifically
may influence the economy including the property market hence influences
the generations due the generations are the population categorized by the
age cohort including the Baby Boomers, Generation X (Gen-X), Generation Y
(Gen-Y) and Generation Z (Gen-Z). Thus, an online property website can
play an important tool on how to best connect the consumers such as
millennials to use online property website widely as possible. Thus, this is
corroborating wherein the government policy to accommodate the
Malaysian population with quality and affordable housing.
The previous literature reviews have shown that various related studies on
the Malaysian property market such as property market evaluation models,
strength of property market models, weakness of property market models,
flexibility for property investment, property market index, property market
information and property market vary (Azam, 2015; Hamid, 2006b; Gibb,
2003; Dzurlkarnain, Thiruselvam & Ibrahim, 1996; Rosiers & Theriault,
2000; Fadilah & Fauzi, 1991). Other areas that property studies are still
lacking in Malaysia are concerning to the understanding the property market
behaviour specifically in the application of the technology, using information
technology (IT), the goal of the property market is to make the buying,
selling, owning, renting and management of properties easier and more
efficient. Inline, the research to analyse the service quality of property
websites in Indonesia to help website owners in evaluating their websites
(Hidayanto, Mukhodim, Kom & Junus, 2013). The results showed that
respondents considered that in all SERVQUAL dimensions, including
reliability, assurance, tangibility, empathy and responsiveness, the service
quality of the websites was still within their expectations (Hidayanto et al.,
2013; Chaffey, 2007). Also, the researcher has successfully identified
important features of property websites and extracted important features
for the context of developing countries. Some of which are not currently
available on the website of the Indonesian property information provider.

In line with the awareness of understanding the property markets behaviour

studies (Chau & Chin, 2002) various critical analysed and literature has been
done by previous researchers. The property development activities are
driven by its’ inherent characteristics such as the recent situation COVID- 19
pandemic issue is creating an opportunity for the property industry, both in
Malaysia and around the world. The pandemic of Covid-19 has forced
property marketers and developers to change their norm of conducting
business by inculcating the property products and services as part of their
business through business operation by using the social media marketing
(Mason, Narcum & Mason, 2021; Osman, Ing, Razli & Rick, 2020). Most
researchers confer that the critical contribution has been the growth of the
online property website contains. The rapid growth of the internet has
created a new arena for the international property industry and provide new
possibilities for developer’s marketers and property agencies. For example,
the PROPTECH (short for property technology) has been a buzzword in the
property industry market and broadly describes the application of
technology usage in the property line nowadays. Accordingly, PROPTECH
start-ups becoming visible across the property value chain, enhancing
information technology (IT) as we considered as the property website
platform in this study. This internet website medium has become more user-
friendly, broader selection, competitive pricing, convenience, more
accessible and less expensive comparably the traditional advertising and
accurate knowledge of customer behaviour (Azam, 2015; Azam, Qiang &
Abdullah, 2012; Azeem, 2012; Kim & Tadisina, 2010; Yiu, Grant & Edgar,
2007).

Several research studies have been undertaken regarding the use of online
property platforms in the marketing of products and services (De Valck, Van
Bruggen & Wierengga, 2009). Thus, the developments in communications
and technology have changed distribution channels, allowing online social
network sites (OSNSs), can be used for the marketing of property services
with a leaning to internet websites properties platforms. The platforms allow
varies comments open to all online visitors to read and improved trust with
clients regarding the security of their personal information (Majtanova &
Brokesova, 2012).

The importance of internet website as a determinant of the success of e-

commerce was widely shared by researchers for more attention. Liu and
Arnett (2000) found that information, quality of service, system use,
playfulness, and system design found that e-commerce success was
determined by accessibility, navigability, and information quality. Bai et al.
(2008) and Chang and Chen (2009) found the same, demonstrating the
importance of the quality of the website to the success of the quality of e-
commerce were critical factors in the success of e-commerce. Hernández,
Jiménez, and Martín (2009) also found that e-commerce success was
determined by accessibility, navigability, and information quality. Bai et al.
(2008) and Chang and Chen (2009) found the same thing, demonstrating
the importance of website quality to e-commerce success.

The internet website is one of the instruments which could be used in

business as strategic development, becoming a defining characteristic of
global society (Toronto, 2009). The use of the internet website by the
property industry or related businesses could evolve from static brochure
sites to process management sites that generate workflow efficiencies
(Higginbottom, 2016; Dermisi, 2004). For that reason, the internet website
is an increasingly important marketing channel, as is the case with tourism,
which can inform clients about potential offers. Many consumers use a
specific online property website merely by chance or after receiving an e-
mail about the property site platform or follow an expected link after a
search engine result (Bogart, 2017; Aldebei, 2014; Armstrong & Overton,
1977). Therefore, the websites feature, or characteristics has created virtual
spaces that enhance the consumers’ experience (Lin, 2007) in this study
related to the property industry. Unlike traditional information systems and
a marketing channel, thus involving both human elements and machine
characteristics subsumed in the human/ computer (Stowers, Oglesby,
Sonesh, Leyva, Iwig & Salas, 2017; Hausman & Siekpe, 2008).

However, the property is still not typically sold online, although this is more
likely to be moved towards electronic conveyancing. To create online
database systems, property descriptions, statistical reports, property
overviews (photographs) and links to their affiliate companies, many
businesses use Internet services. Nonetheless, e-business sector comprises
companies that deliver digital technology products and services as an
important part of their core business, according to Dixon et.al (2005), or
use digital technologies as their primary channel to market. The concept of
e-business refers to transactions such as e-Work, e-Commerce and
eGovernment that use these technologies. Dixon et.al (2005), added that
property services are an interesting illustration of a particular sector.
Most property study is based on neoclassical economic theory that assumes
that people make rational decisions about renting, to rent, buying and
selling as part of their attempt maximize utility (Gibler & Nelson, 1998).
Notably, the property industry is undergoing changes that may affect the
kind of e-commerce models adopted by companies. Crowston & Wigand
(1999) and Bamidele, Adenusi & Osunsanmi (2018) supported that property
internet business is an information business gradually moving away from
the conventional methods of advertising (such as to let/for sale boards,
property bulletins or handouts, personal contacts, property magazines) to
use of the World Wide Web via property- based websites (Rogers & Koh,
2017). It was known as Listing -Centred B2C Platforms, as many property
agents or consumers were restricted to search information on the internet
due to the multiple listing services (MLS) were closed systems which only
open to member agents. Buyers, sellers, and consumers could not access
multiple listing services and the main sources of information are based on
traditional methods which are traditional brokerage offices, print media or
agents. However, since 2005, Web 2.0 featured online platform of more
user-centred, relying on home valuation service, search engines,
neighbourhood information user-generated to attract users. Therefore,
users' attention and intention are indeed the real resource in the internet
age in the property industry (Ba and Yang, 2016; Muhanna& Wolf, 2002;
Baen & Guttery, 1997). Given this, from the property industry is changing,
the researcher tends to further examine the determinants factors that affect
the intention to use online property website among millennials in Malaysia.

In today's new age, technology such as the internet plays a very vital role in
bridging the gaps that exist between the physical and online market
environment (Kandulapati & Bellamkonda, 2014). There are four types of
property internet business models which are consists of diversified, web-
advertising, brokerage, and virtual value-chain (Cherif, 2014). Ba and Yang
(2016) supported that the internet has undergone two periods of
development since 1995. Web 1.0 started from the year 1995 until 2005
was also regarded as the pre-internet age. Notwithstanding, new
technological media and computer networks make private housing
developers are currently gradually transferring their targeted client group
from the Baby Boomer and Generation X to Generation Y, a generational
cohort born right after Generation X (Kam, Lim, Al-Obaidi, & Lim, 2018;
Kirk, 2011). Generation Y falls under the 'Getting Started' category based on
the 'life-stage segmentation' model developed by RBC Royal Bank, which
passes through several 'first-time experiences' such as graduation,
marriage, first child as well as first homeownership (Abdullah et al., 2012).
Thus, the internet plays a significant role for millennials to bridging the gaps
among millennials generation between physical and online property market
in the issues of obtaining housing stability, yet despite housing fundamental
in secure, decent and affordable place to live, basic human right, as the
opportunity to choose housing and those whom one lives (Patterson,
Moniruzzaman & Somers, 2014; Harvey, Killackey, Groves, &
Herrman, 2012; Chilvers, Macdonald, & Hayes, 2006; Forchuk, Nelson, et
al., 2006; United Nations, 1948).

Aside from that, property website can be considered as one of the important
online stores in the property industry to enhance customer's trust, arouse
perceived value, affect consumer's reaction and influence consumer's
purchase intention, create a direct interaction with people they are already
connected; networks and technology that created hot news for internet
users and conveys information to a potential individual (Wu, Ke & Nguyen,
2018; Maoyan, Zhujunxuan & Sangyang 2014; Wells, 2011; Eroglu et al.,
2003). Besides, property websites containing a searchable database of
property listings and include several interiors and external pictures of the
property on offer. On the other hand, these websites offer convenience and
efficiency for property buyers or seller and property agent because of its
ability to listing all property database and information's (Garrett & Todd,
2006).

In the upcoming decade, millennials will possess more purchasing power,

with the they are slowly entering the workforce. Millennials falls under the
'Getting Started' category based on the 'life-stage segmentation' model
developed by RBC Royal Bank, which passes through several 'first-time
experiences' such as graduation, marriage, first child as well as first
homeownership (Abdullah et al., 2012). Furthermore, Spilotro (2016)
supported that younger millennials are sooner to purchase a home in their
lifetime than older millennials. Considering the love of technology,
increasing buying power, and rejection of traditional advertising by
millennials, marketers will have to tailor campaigns to these consumer
preferences to generate measurable Return on Investment (ROI) and
increase market share. Since millennial customers do not respond
favourably to traditional forms of advertising, brands should concentrate
primarily on communicating their messaging through content marketing
(Spilotro, 2016).

Meanwhile, by 2015, the population of Generation Y in Malaysia was

projected to reach 9.5 million, representing approximately 31 per cent of
the population that eventually turned Generation Y into a new housing
market target group (Department of Statistics Malaysia, 2010). Thus,
millennials generation have more latter generation to start up a new family
compare to the previous generation. In accordance with Maslow theory of
need, a home plays an important role in societal wellbeing, contributing to
the psychological and physical health, security and safety outcomes and
belongingness need (Baqutayan, Ariffin & Raji,2015). Home is a necessity to
provide people with shelter and comfort as home regarded as a secure,
decent, and affordable place to live, fundamental supporting recovery well-
being and a basic human right. (Watson, Fossey & Harvey, 2019; Ellsworth-
Krebs, Reid& Hunter, 2019; Racz, 2015; Tan & David, 2012; Hashim,
2010). 

In Malaysia, homeownership is deemed as one of the life goals for every

Malaysia and identified that individual and community are benefited
fundamentally and socially through the acquisition of homeownership (Tan,
2013; DiPasquale & Claeser, 1999). Homeownership has been considered as
one of the vital elements, shelters are an essential needs of high living
standards (Thaker & Sakaran, 2016). Furthermore, homeownership provides
privacy, security, independence, shelter and provide stability of family life
and for wealth creation (Rahman, 2010).

In this study, Saratovsky & Feldmann (2015) and Caraher (2015) observed
that millennials, who are currently aged 23 to 35, the youngest in workplace
hailed as large digital natives, early connection, and active users of internet
technology in their daily life and contrast having a substantial life offline.
Thus, this group of generation has an attribute such as entitled, optimistic,
civic-minded, close parental involvement, impatient, values work-life
balance, multitasking and team-oriented matching the subject’s population
in this study in accordance with Maslow’s Need Hierarchy Theory (1954).
The mindset and attitudes of the millennials supported the Maslow’s (1954)
influential theory, requires meeting human motivation between 1) need
importance and need deficiencies, and 2) need deficiencies and life
satisfaction (Hopper, 2019; Betz, 1984). To better under understand what
motives millennials, Maslow proposed that millennials (human needs), five
categories of needs: physiological, safety, love and belonging, esteem and
self-actualization. Baqutayan, Ariffin & Raji (2015), pointed out that a home
plays contributing to the psychological and physical health, security and
safety outcomes and belongingness need, provide people with shelter and
comfort as home regarded as a secure, decent, and affordable place to live,
fundamental supporting recovery well-being and a basic human right
Watson, Fossey & Harvey, 2019; Racz, 2015; Tan & David, 2012). In
contrast, Thomas (2009) argued that home does not merely fulfil the basic
human needs of accommodation, but it acts as an important determinant of
family life quality.

In the context of housing development, housing policies in Malaysia Plans

comprise structure and local plans (Marzuki, 2015; Maidin, 2011; Ibrahim,
Faizah, Norazriyati, 2009) and currently the private housing developers are
gradually shifting their targeted customer group from Baby Boomer and
Generation X to Generation Y (Fry, 2015; 2011; Kirk, 2011; Black, 2010).
Several types of research supported that Generation Y perceived technology
as a key aspect that distinguishes them from other generations, internet
and social networking sites become an important communication medium to
Generation Y (Cheong, Dayang, Desa, 2011; Taylor & Keete, 2010; Black,
2010). However, following the act of homeownership that involves the
selection of housing that best suit homebuyer needs and preferences
especially millennials group (Generation Y). There are some important
features that common to internet users (millennials) in the selection of
housing by using the online internet property website such as service
quality, user characteristics, information, entertainment properties,
reliability, assurance, tangibility, empathy, and responsiveness (Hidayanto,
Mukhodim, Kom & Junus, 2013; Shukla, Sharma, & Swami, 2010;
Hernández, B., Jiménez, J., Martín,2009).

Generally, all the major player or property developers in the world including
Malaysia have established a presence on the World Wide Web and also
make use the internet for internal and external communication. The
revolutionizing of the internet into the property business comprises of four
types of property internet business models which are diversified, web-
advertising, brokerage and virtual value-chain (Cherif, 2014). As per
reported by Bardhan, Jaffee & Kroll (2000) that more and more sites are
developing interactive components and centers border networks of
companies. However, there are still many property firms have complex sites
that market products and provide information to a customer or client base.
Thus, at the same time, firms involved in many property products are
closely watching e-commerce developments to determine how these affect
the demand for the products and services.

Table 2.3 summarizes how online property website and WWW

characteristics may affect the property firms both in their internal operations
and external structure as per demand for their product and service
provided. Many different types of property firms are taking advantage of the
entrance internet website into the property industry businesses while the
property firms information services were among the first company to take
advantage of internet technology. Table 2.3 also review both the
opportunities and challenges of incorporating the internet characteristics
into the home search in the that expand access to information on homes,
shorten the search process for buyers and sellers. These online property
website features provide a broad overview of a market (range of price
levels, listing services, online tracking analysis, location, and quality). A
property agent is essentially an information-based intermediary role that
focuses on bringing buyers and sellers of property together (Rowley, 2005).
Therefore, the key role of the estate agency sector is the portals internet
website or web characteristics provide the form of information, advice and
news, links to other businesses including property agency chains, search
facilities and opportunities for registration which support personalization of
communication with homebuyers or home sellers (Dermisi, 2004; Dermisi,
2002; Rowley, 2004; Sarkar, Butler & Steinfield, 1998). In addition, table
2.3 discussed the extent of the information and communication aspects of
the internet characteristics, examples of property firms, advantages/
opportunities, and challenges to existing firms for the property firms. Thus,
this simplistic opportunism supports the evolution of internet business in
many other e-business sectors and slowly integrating into the property
sector over the past year.

Table 2.3 Online property website & web characteristics

and implications for property firms

Internet/Web Examples of Advantages/ Challenges to

Characteristic property firms Opportunities Existing Firms
Interactive Listing Brokers; Improves May reduce the
Search Vacation communications value-added of
Capability; Rentals; within firms and existing offices.
Graphics Architects; with customers
Capability; Relocation or clients.
Virtual Tours; Services Expands
Geographic geographic
Outreach range within
which a firm can
operate
Creation of Project Finance; Increases Low Barriers to
Online Real Estate market Entry; Increase
Communities Investment; efficiency and in competition;
and Markets Brokerage depth; B2B Maybe a
coordination for challenge to
new kinds of intermediaries
 transactions. such as brokers.
Web-Based Project Speed, low Gives customers
Interactive Management; marginal costs, more flexibility
Transactions Developers; and interactive where to locate;
Property component. The Issues of
Management; firm may be able security and
Mortgage Firms to change privacy; May
staffing needs or change location
the geographic needs; Potential
location of staff shift from retail
to the
warehouse and
from central to
peripheral
Online Tracking Consulting Product/service Information
and Analysis Firms; Property information can providers such
Management; be provided at a as real estate
REITs depth and consultants may
complexity that face competition
is not possible in from low-cost
other media Web services
(newspaper, tv)
Source: Bardhan, A. D., Jaffee, D., & Kroll, C. (2000).
The internet, e-commerce and the real estate industry.

Despite Malaysia's high levels of internet connectivity driving the growth of

number millennials purchasing in-person or users use devices for
researching for products i.e., product information, the growing interest
generated by internet users, it is also having motivated researchers to
investigate how the internet fits into the advertising medium in the online
property industry in Malaysia (Joines, Scherer, & Scheufele, 2003). It is
suggested that the study distinguished into the emergence of an important
new medium for advertising tools for buyers, sellers, landlords, renters,
agents, and other home professionals. The property online website flexibility
makes it the largest database of properties, extensive criteria sorting, links
to get pre-qualified financing, advisory about home buying and selling and
offer mobile apps that enable to do research anywhere. Apart from that, it
also features on house purchases, information search process and search
duration (Baryla and Zumpano, 1995), and search intensity (Palm & Danis,
2001; Clark &Smith, 1982; Baryla, Zumpano and Elder, 2000), new
variations of the conventional options, delivery, exchange offerings that are
valuable organizations and stakeholders, increase the ability of firm- to –
firm interaction and customer dialogue, and strengthens communications
between the purchasers and seller or the internet users (Farook &
Abeysekara, 2016; Tuten & Solomon, 2015), accessibility of information on
web-space is considered to be focused on the properties of hyperlinks (Suto,
Kawakami, & Handa, 2007), satisfy consumers' information and service
needs foster stronger identification by the consumer (Brown & Venkatest,
2005; Venkatest et al. 2003).

Along with the growth of the property sector in Malaysia, there are 13 top
Malaysian application website platforms to help expedite the property
search in Malaysia such as property, Property Guru, Propwall, Durian
Property, Property Circles, iBilik, Prophunter, Bumbung.Co, Speedrent,
PropSocial, Property Pricetag, Wonder List Property and Property.my
(Appendix 1). Before the consumers have a site visit to the unit or property,
the consumers have a chance to get an idea of what the property looks like.
Mostly, consumers who are interested in investing in property should do
thorough research and learn the ins and out of property market before
making the final decision or jumping in the property business, do a quick
search on property topic and visits the property traffic websites. As
indicated by the PropertyGuru's Malaysia Property Market Sentiment Survey
Report on the platform by which they search for properties, 83% of the
respondents chose PropertyGuru, whilst 59 per cent of them also searched
on numerous other online platforms. Based on the survey data from the
Property Market Sentiment Survey Report, Malaysian society is increasingly
concerned about property ownership, both as a long –term investment and
as a residence.

Furthermore, the evolution of the property industry in Malaysia has evolved

significantly towards millennials’ intention to use online property website in
this study. Consumer intention behaviour has proven its role in each
business sector. The intention is an indication of a person's willingness to
perform the behaviour, and it is an immediate antecedent of behaviour.
Intention varies from time to time and as the time interval increases, the
lower is the correlation between intention and action (Ajzen, 1991; Ajzen &
Fishbein, 1980; Han & Kim, 2010). Davis et al. (1989) and Taylor and Todd
(1995) found in their studies that intention is a strong predictor of
behaviour. The property sector has become a trust area for analysing the
intention of consumer behaviour and its impact on the property industry
(Singh, Gupta & Dash, 2018). Researchers have used consumer behaviour
theories in property research (Gobler & Nelson, 2003), especially in-home
search and selection, but much remains unexplored. Many studies have
been reported to identify the factors that affect the behaviour of the home
buyers in the property market, but fewer studies focus on the millennial’s
demographic as the sampling of populations.

There are various ways to invest in property and technology has brought
every consumer much closer to opportunities than ever before. Homburg,
Muller & Klarmann (2011) indicated that property agents know to enhance
customers a priority is important for building long -term relationship, there
is no ‘optimal level’ in the customer service definition. Intention towards the
usage of online property website refers to the readiness or willingness of an
individual to use the online property website, replaced the traditional
method of doing a business transaction with higher effectiveness and
efficiency level. Osman, Ing, Razli & Rick, 2020). Furthermore, this study
embarks the Stimulus- Organism- Response (S-O-R) framework by
Mehrabian and Russell (1974) as the underlying theory. Thus, this theory
applied to understand human behaviours particularly in understanding
consumers’ intention to use online property website behaviours as housing
is extremely vital to all people (Chopdar & Balakrishnan, 2020; Cao & Sun
2018; Thaker & Sakaran, 2016; Gao & Bai, 2014; Xu et al., 2014), hence; to
meet the Malaysian’s millennials populations that growing tremendously
needs to meet housing needs of the population in line with the Eighth
Malaysia Plan (2001-2005) (Unit, E. P., 2005). In response to the above
challenges, this study would like to examine the intention to use the online
property website among millennials’ Malaysia by adopting the Stimulus
Organism Response (S-O-R) theory as the model framework, architectural
quality of the website (AQW) and atmosphere cues of the website (ACW) as
the dependent variables, flow experience as the mediator and consumer
behaviour intention as the dependent variable.
2.3 Conceptualization and Hypotheses Development

The conceptual framework of this study is used to formulate the research

hypotheses. Previous findings relating to the relationships among the study
variables are presented to further support the proposed hypotheses and
subsequently answer the research questions of this study. A broader
conceptualization of consumer behavioural construct for this study was
proposed by Sarkar & Loureiro (2013); Hwanga, Yoona & Park (2011); Koo
& Andju (2010); Wulf, Schillewaert, Muylle & Rangarajan (2006); Wong &
Law (2005); Thang & Tan (2003); Yeung & Law (2003); Menon & Kahn
(2002); Eroglu, Machleit & Davis (2001 & 2003); Choi & Hsu (2001); Liu,
Amett, Capella & Taylor (2001); Perdue (2001); Jordan (1998); Sherman,
Mathur & Smith (1997); Ables, White & Hahn (1997); Ducoffe (1996);
Baker, Grewal & Parasuraman (1994); Lutz (1985); Donovan & Rossiter
(1982). All these authors include the purchase intention, repurchase
intention, recommendation intention and intention to use to operationalise
consumer behavioural constructs. This was also supported by Chen & Tsai
(2008) where items such as intention to use has been heavily used as
indicators of behavioural intentions (Park & Jeong, 2019; Ren, Zhang & Ye,
2015).

Competing theories namely Theory of Reasoned Action (TRA) (Fishbein &

Ajzen, 1975), the Theory of Planned Behaviour (TPB) (Ajzen, 1991), the
Technology Acceptance Model (TAM) (Davis, 1985;1989) and the
Innovations Diffusion Theory (IDT) (Rogers, 1995) are no longer suitable to
apply in the online property due to internet and websites have made big
change in every sphere of our life (Sarkar & Loureiro, 2013; Grewal and
Levy, 2009). The advantage of the Stimulus–Organism–Response (S-O-R)
theory by Mehrabian & Russell (1974) has the potential to add new
knowledge, more straight forward and superior from previous grounded
theories, produce better prediction, scarcely investigated, and can be used
to enhance understanding of millennials’ intention to use and behaviour
(Dyana, Suki, Lajuni & Hamid, 2019).
Even though this paper has a similar concept to many of the previous
research by employing the S-O-R model as the backbone of the study, this
study is valuable and different from existing studies in many ways.
Moreover, the researcher intends to expand this study and use the Stimulus
Organism Response (S-O-R) model, developed by Mehrabian and Russel
(1974) to provides significant contribution on current knowledge in the
online property setting such as different geographical location and
respondent profiles such as in Malaysia to obtain generalizable findings. It
appears that the employment of S-O-R in the Malaysia property industry has
been limited especially among millennials aged, therefore this study
provides a better insight regarding the millennials intention to use online
property website by including the flow experience dimension in the study.

The application of S-O-R has been greatly extending and verified across
research contexts regardless of occupation, income, age, gender and the
races of target samples. The consensus of research results has verified the
relationship between the key drivers of architecture quality of website
(AQW) and atmosphere cues of website (ACW) (as proposed in S-O-R;
ubiquity, ease of use, information exchange, informativeness, effectiveness,
and entertainment) and flow experience and behavioural intention to use.
To determine the underlying theory for this study, the constructs, strengths,
and limitations of TPB, TAM, TRA, EDT, SDT and S-O-R were compared and
analysed descriptive in table 2.3. These theories were compared in terms of
constructs suitability to function as antecedents for intention to use and
their theoretical strength in predicting consumer intention to use, consume
or purchase in another context such as tourism, healthcare, online travel,
online shopping, social media, and other contexts.

In the context of Malaysia, with the advancement technology, theories TAM,

TPB, and TRA were found to be less suitable to explain the intention
behaviour in this property industry context. Literature review related to
online property website in other countries including Malaysia is limited. The
well-grounded theories, namely Theory of Reasoned Action (TRA) (Fishbein
& Ajzen, 1975), the Theory of Planned Behaviour (TPB) (Ajzen, 1991), the
Technology Acceptance Model (TAM) (Davis, 1985;1989) and the
Innovations Diffusion Theory (IDT) (Rogers, 1995); Theory Planned
Behaviour TPB (Ajzen, 1991); Theory Acceptance Model TAM; UTAUT
(Agudo- Peregrina, Hernández-García & Pascual-Miguel, 2014) and Self-
Determination Theory (SDT) (Rodrigues, Teixeira, Neiva & Monteiro, 2020;
Ryan & Deci, 2017) has contribute to the past studies and have received
substantial support empirical support in various behavioural studies. S-O-R
has been applied in different research contexts, and property is also one of
the main ones. This study provides an outlook of the application of S-O-R in
different context are summarized in table 2.3.
 Table 2.3. Comparison of main constructs, strengths and weaknesses of theories applied in past literature.
Theory/model Area/ Authors Constructs Strengths Limitation

Theory Koufaris, M. (2002). Applying the
Acceptance technology acceptance model and flow
Model (TAM) theory to online consumer
behaviour. Information systems
research, 13(2), 205-223.
Scherer, R., Siddiq, F., & Tondeur, J.
(2019). The technology acceptance model
(TAM): A meta-analytic structural equation
modelling approach to explaining teachers’
adoption of digital technology in
education. Computers & Education, 128,
13-35.
emotional and cognitive perceived usefulness was a Future research should incorporate other key aspects such as
responses to visiting a more important predictor of habit formation. Behaviour automatically, past- future behaviour
Web-based store for the intended system usage than prediction and intention-behaviour relations
first time can influence perceived ease of use (Davis
online consumers' 1989, Hu et al. 1999).
intention to return and
their likelihood to make
unplanned purchases.
Product involvement, Web
skills, challenges, and use
of value-added search
mechanisms all have a
significant impact on the
Web consumer.

Theory of Ajzen (1985), Ajzen (1991) Attitude toward behaviour, attitude negatively valued stimulus (satisfaction) which associated with another stimulus
Planned Subjective norms, predisposition, created by (trust towards the platform) will bring more impact to the
Behaviour Perceived behavioural learning and experience, to guest, by making a positive or negative decision in their
(TPB) control, Intention, respond and behave in a behavioural intentions
Behaviour consistent way toward certain
defined targets.

The Theory of Fishbein (1967) and was later improved Customer’s attitude assumes that an attitude guests with negative attitudes towards P2P accommodations
Reasoned by Fishbein and Ajzen (1975). (toward any behaviour or toward any behaviour or which hinder them from booking via this platform.
Action (TRA) object), perception of object is a function of their
norms (related to that beliefs
behaviour or object),
determine behavioural
intention

The Oliver, (1980) customer satisfaction, This confirmation affects the consumer expectation can only be confirmed only when
Expectation disconfirmation consumer’s review intentions experiences match the expectation.
and behavioural consequences,
Disconfirmatio
n Theory
(EDT)

Self- Rodrigues, F., Teixeira, D. S., Neiva, H. P., perceived supportive The past behaviour Future research should incorporate other key aspects such as
Determination Cid, L., & Monteiro, D. (2020). behaviours need constructs, directly and habit formation. Behaviour automatically, past- future behaviour
Theory (SDT) Understanding Exercise Adherence: The satisfaction, autonomous. indirectly, predict through prediction and intention-behaviour relations
Predictability of Past Experience and intention the future behaviour
Motivational Determinants. Brain motivation, intentions, to exercise
Sciences, 10(2), 98. future exercise adherence,
controlled motivation
Ryan, R.; Deci, E. (2017) Self‐
 Determination Theory. Basic Psychological
Need in Motivation, Development, and
Wellness. Guildford Press: New York, NY,
USA.

Gomes, A.R.; Goncalves, A.M.; Maddux,

J.E.; Carneiro, L. (2017) The intention‐
behaviour gap: Empirical examination of
an integrative perspective to explain
exercise behaviour. Int. J. Sport Exerc.
Psychol., 16, 607–621.

Ntoumanis, N.; Thøgersen‐Ntoumani, C.;

Quested, E.; Hancox, J. (2017) The
effects of training group exercise class.

instructors to adopt a motivationally

adaptive communication style. Scand. J.
Med. Sci. Sports, 27, 1026– 1034.

Stimulus Jacoby, J. (2002). Stimulus‐organism‐
Organism response reconsidered: an evolutionary
Response (S- step in modelling (consumer)
O-R) behaviour. Journal of consumer
psychology, 12(1), 51-57.
Stimulus-Organism-
Response (S-O-R)
cognitive workspace,
short-term memory,
working or active memory
This is easily accomplished if Numerous other internal factors (e.g., the individual's
we consider it as a round hill physiological, neurological, and biochemical systems) and
that can be described in terms external influences (e.g., the actions of corporations and
of a series of irregularly governmental policies) can and do affect CB
shaped topographical lines
and make the most sense to
view this system three-
dimensionally

Source: Rodrigues, F., Teixeira, D. S., Neiva, H. P., Cid, L., & Monteiro, D. (2020), Scherer, R., Siddiq, F., & Tondeur, J. (2019), Ryan, R.; Deci, E. (2017), Gomes, A.R.; Goncalves,
A.M.; Maddux, J.E.; Carneiro, L. (2017), Ntoumanis, N.; Thøgersen‐ Ntoumani, C.; Quested, E.; Hancox, J. (2017), Koufaris, M. (2002), Jacoby, J. (2002), Ajzen (1991), Oliver,
(1980), Ajzen (1985), Fishbein (1967) & researcher’s construction (2020)
This section involves a review of the underpinned of a stimulus- organism-
response (S-O-R) for the strength of this study. The S-O-R theory is useful
for explicating the underlying fundamentals to support the research
objectives and hypotheses. The stimuli are operationalized as the
architecture quality of website (AQW) and atmosphere cues of website
(ACW). Berbegal-Mirabent et al., (2016); Liu et al., (2013); Verhagen &
Van Dolen, (2011) and Kim et al., (2002) presented elements of
independent variables as two categories: AQW (ubiquity, ease of use,
information exchange), ACW (informativeness, effectiveness,
entertainment).

The S-O-R theory has been dominated in consumer behaviour literature,

marketing and industries studies related to emotional reactions, consumer
decision making process and consumer behaviour (Mason, Narcum &
Mason, 2021; Lam, Chan, Fong & Lo, 2011; Chang, Eckman & Yan, 2011;
Richard, Chebat, Yang & Putrevu, 2010). Even though this study has a
similar concept to many of the previous researchers by employing the S-O-R
model as the backbone of this research, this study is valuable and different
from existing studies in many ways. Regarding the research context, only a
small number of researchers have investigated the property industry in
Southern Asian nations, especially Malaysia. Bearing in mind the importance
of internet technology websites attributes and the millennials uniqueness
characteristics, this study, therefore, applies S-O-R theory in a Malaysia
property context. Thus, the application of the S-O-R model is limited when it
comes to the study of intention to use online property website among
millennials. Moreover, this paper greatly extends the results of the previous
study by considering distinctive features of Architectural Quality of Website
(AQW) and Atmosphere Cues of Website (ACW) as the independent's
constructs, flow experience as the mediator and intention to use known as
dependent construct were discovered.

The theoretical foundation of this study is grounded on the application of

the Stimulus- Organism- Response (S-O-R) paradigm by Mehrabian and
Russell (1974). However, the S-O-R framework was originally rooted in

1
environmental psychology (Mehrabian & Russell, 1974) and extended from
the Stimulus-Response- Response (S-R) theory in behaviourism (Moore,
1996). The original model of the behaviourism study discovered that the
leaning process occurs through a combination of stimulus and response in
the form of animals’ simultaneous reaction. From the S-R perspective, such
resulting behaviour can arise because of certain stimuli without any
interventions (for instance thinking or feeling). The S-O-R paradigm was
well-received addition since the complexity of human mental activities was
disregarded by the S-R framework. Therefore, the extension of human
internal mental evaluation led to the development of the S-O-R paradigm.

To understand millennials intention behaviour of using property websites,

this study employs the theory of Stimulus–Organism–Response (S-O-R)
from Mehrabian and Russell (1974). The S-O-R model is simple and present
linear relationships between constructs. The S-O-R model reveals that
external inputs from the environment (Stimulus) trigger internal emotions
(Organism) which resulting behaviour (Response) (Prashar, Sai Vijay &
Parsad, 2017; Goi, Kalidas & Zeeshan, 2014; Vielra, 2013; Jang & Namkung,
2009; Turley and Milliman, 2000; Yoo et al., 1998; Spies et al., 1997;
Robert and John, 1982) (Figure 2.1). The consensus for the variables used
either as a stimulus, organism, or response, however, is not given as these
can be reasonably changed based on the focus and goals of the research to
evolve the visual depictions to address the revolutionary movement of
millennials behaviour modelling (Jacoby, 2002).

Figure 2.1 Stimulus-Organism-Response Model (Mehrabian and Russel,

1974)

2
Regarding the outcomes, most of the stimuli showed a positive effect on the
emotional assessment of millennials, which then created a chain effect of
emotional response on behavioural intentions. A stimulus, as an
independent variable, refers to an external environment cue affecting
consumer perceptions towards a product or service. Stimulus initially
investigated how a physical retailing store environment, ubiquity (UB), ease
of use (EOU) and information exchange (IE) of mobile auctions, including
both visual and non-visual conditions, affect a consumer’s attitude and leads
to certain behaviours (Chen & Yao, 2018; Liu & Pham, 2016; Vieira, 2013;
Verhagen & van Dolen, 2011; Bhardwaj et al., 2008; Mehrabian & Russell,
1974; Russell, Ward, & Pratt, 1981). However, the online environment is a
form of communication technology that is becoming more advanced these
days and helping consumers achieve their shopping goals more quickly also
makes the shopping experience more pleasant (Liu et al., 2013; Verhagen &
van Dolen, 2011; Eroglu et al.,2001; Turley and Milliman (2000).

The significance of Mehrabian and Russell’s model has been widely accepted
in past literature, especially those relating to consumer behaviour and
consumer marketing, social sciences, psychology especially a second
generation of consumer behaviour models emerged in the mid-1960s. The
application of the S-O-R model was firstly applied in the context of
traditional retail stores (Prashar, Sai Vijay & Parsad (2017; Njeguš, Živković
& Ilijevski, 2016; Jacoby, 2002; Jacoby & Jacob, 2000; Jacoby & Jacob,
1984; Robert and John (1982; Howard, John, Sheth, Jagdish, 1969;
Andreason & Alan, 1965) however, it has been recently extended to an
online context or e-services cape that describes how physical environment
(design, layout, decoration, aesthetics) influences users’ internal states and
behaviour (Njeguš, Živković & Ilijevski, 2016; Wahyuningsih, 2015; Bitner,
1992; Kotler, 1973). The term “e-services cape” referring as a natural
extension due to the internet expansion, applies the qualities of physical
services capes into the online environment (Koering, 2002) describing how
the user feels when visits an internet website (Lee et al., 2012). However,
with the advancement of information and internet technologies, this model
has been expanded on a virtual environment, since any stimuli factors, such

3
as social, design, and ambient, could be also applied virtually (Chehimi,
2014; Kim, Lennon, 2012).

The S-O-R paradigm has been employed successfully in different contexts in

various countries, from offline to online environments, a wide range of
behaviours (Mason, Narcum & Mason, 2021; Laato, Islam, Farooq & Dhir,
2020; Tan, 2017; Peng & Kim, 2014). To date, several works of literature
have applied the S-O-R model to investigate the relationships between
human-computer interactions and purchase intention (Hu, Huang, Zhong,
Davison, & Zhao, 2016). The atmosphere of online platforms created by
service providers is treated as a stimulus, for example, the official website
of establishments, in contrast to offline store conditions. Therefore, this
study tries to develop the integrated framework of Architectural Quality of
Website (ARQW) and Atmosphere Cues of Website (ATQW) which include
flow experience and make more a more complete discussion on behaviour
intention to use online property website among millennials in Malaysia. Also,
the scholars supported that SOR model can be added into existing literature
in understanding shopping behaviour and other dimensional behaviours but
linking this theory with repeating behavioural study is uncommon
(Syuhailah, Hussin, Safiek, Hayatul Safrah & Zuraimi, 2019). However, this
study only mainly uses one of the most prevalent models is S-O-R and
applied in understanding the intention to use online property website in the
property industry in Malaysia.

A stimulus, as an independent variable, refers to an external environment

cue affecting consumer perceptions towards a product or service. Stimulus
initially investigated how a physical retailing store environment, including
both visual and non-visual conditions, affect a consumer’s attitude and leads
to certain behaviours (Mehrabian & Russell, 1974; Russell, Ward, & Pratt,
1981). However, the online environment is a form of communication
technology that is becoming more advanced these days. To date, a number
of literature have applied the S-O-R model to investigate the relationships
between human-computer interactions and purchase intention (Hu, Huang,
Zhong, Davison, & Zhao, 2016).

4
The second construct in the S-O-R framework is organism, which represents
the internal state of individuals such as emotional and affective states that
users experience when visiting the website. It is considered as a potential
mechanism that affects the strength of a relationship between a stimulus
and
a response (academically speaking, organism is a mediating variable)
(Donovan & Rossiter, 1982; Eroglu et al., 2001). Concerning the
cognitive dimension, it is defined as “mental processes and states and
includes attitudes, beliefs, attention, comprehension, memory, and
knowledge” (Eroglu et al., 2001, p. 181). Thus, organism is made up of the
affective (hedonic attitudes) and cognitive (utilitarian attitudes). In this
study,
a cognitive evaluation concerns issues related to how millennials users
interpret the information provided from various sources as well as them
personal experience from actual site visits, and so forth. The original model
of S-O-R conceptualized an organism as consisting of a continuum of three
affective emotional dimensions; pleasure-displeasure, arousal-non-arousal,
and dominance submissiveness (PAD emotional state model). With PAD, all
emotions are represented (Mehrabian & Russell, 1974). Based on the work
of
Rodgers and Thorson (2012), pleasure is defined as the degree to which
people feel happy and good in a situational surrounding which is subject to
personal preference regarding the environment. Arousal, on the other hand,
refers to the degree to which a person is excited in each situation.
Dominance
is reflected as feelings of control that an individual has over a situation.

Even though the tri-dimensional conceptualization of the organism explains

the human internal state of mind well, only the pleasure and arousal
dimensions are applied in a wider range of situations since an exact
interpretation of dominance and its role regarding cognitive and affective
evaluation is yet to be made (Lee, 2009; Russell et al., 1981). Many
studies applying the PAD scale revealed a weak influence of dominance and

5
 verified that it is less significant than pleasure and arousal (Chebat &
Michon,
2003; Kuppens, 2008; Mattila & Wirtz, 2006; Russel & Prat, 1980; Russell
et
al., 1981). The less predictive power of dominance means that is has
received
less attention from scholars in the study of emotional response. Also,
dominance is yet to be proved to be widely useful and is therefore omitted.
In this study, only pleasure and arousal remain in the conceptual framework
as the principal affective components of emotional state.
To complete the S-O-R model, the response factor addresses the external
outcomes of consumers who were impacted by stimuli (and mediated by
organisms). As proposed in the original model, resulting responses are
largely triggered by individuals’ emotional evaluation (organism). Even
though the S-O-R model in a property context has been widely adopted
across
different settings, there is no consensus with the constructs under
study. Behavioural responses (R) refer to final attitude and reaction (e.g.
purchase). All positive previous actions can lead to the intention to use, to
stay, explore and affiliate (Sarkar & Loureiro, 2013).

The S-O-R framework has been applied successfully to a wide range in

many
studies specifically related to innovation technologies applied in various
studies. Recently, several studies found in buying behaviour in mobile
auction
(Chen and Yao, 2018), customer loyalty in online behaviour (Wu and Li,
2018),
customer engagement with the online brand (Islam and Rahman, 2017),
online shopping behaviour (Peng and Kim, 2014), service industries (e.g.:
Daunt and Harris, 2012; Dong and Siu, 2013; Kim and Moon, 2009; Lam et
al., 2011; Walsh et al., 2011), shopping behaviour (Vieira, 2013) that
environmental stimuli influence consumers’ intellectual state and
resulting decision -making processes (Kotler and Armstrong, 2010). The S-

6
O-R focused that the external inputs from exposed environment (Stimulus)
triggers internal emotion (Organism) and lead to the resulting behaviour
(Response). Nunthiphatprueksa (2017), pointed out that this theory
explained
different consumers will have a different reaction in different behaviour to
stimuli based on their main internal emotion. A considerable amount of
research had featured the procedures to plan a stimulus in retail and service
industry, yet little attention has been paid on how to design a stimulus to
enhance consumer experience (Bhardwaj et al., 2008). Table 2.4 shows
the comparison between the S-O-R model in various studies.

Table 2.4. Comparison between Previous Studies on S-O-R

Citation Industry Stimulus Organism Response Technique use

Kim, M. J., Lee, virtual authentic cognitive Attachment Squares–
C. K., & Jung, reality experience and to VR and structural
T. (2020). tourism affective visit intention  equation
responses modelling (PLS-
as SEM) analysis
significant
mediators 
Zhu, L., Li, H., Online Perceived Trust and Purchase Squares–
Wang, F. K., shopping information satisfaction intention structural
He, W., & Tian, market in quality and equation
Z. (2020). China social presence modelling (PLS-
SEM) analysis
Choi, Y. (2019). social TAM and Social liking, joy, use intention Squares–
commerce Commerce S- pride, of consumers structural
O-R and social dislike, equation
commerce frustration, modelling (PLS-
fear, SEM) analysis
Perceived
usefulness,
Perceived
ease of use
Hashmi, H., Online Website Shopping Impulsive Quantitative
Attiq, S., & Impulsive Quality: Service values: Buying research, IBM
Rasheed, F. Buying quality, system Hedonic and Behaviour SPSS statistics
(2019) Behaviour in quality, Utilitarian
Rawalpindi information
and quality
Islamabad
Ku, W. X., Lim, Tourism in Attitude, Emotion Behavioural Quantitative
S. S., Look, K. Malaysia interpretation & intention research, IBM
S., & Tan, W. experience SPSS statistics
H. (2019). 

7
Kamboj, S., brand SNSs Customer Brand trust Structural
Sarmah, B., communitie participation participation and brand Equation Model
Gupta, S., & s on social motivations in brand loyalty (SEM)
Dwivedi, Y. media communitie
(2018). s on SNSs
Chen, C. C., & Mobile Websites Promotional Impulse Structural
Yao, J. Y. auction architectural campaigns buying Equation Model
(2018) quality of (SEM)
websites
Goi, M. T., coffee Exterior General Experience Cognitive Structural
Kalidas, V., & drinking in Interior Store Mood Affective Equation Model
Zeeshan, M. Malaysia Layout Interior Emotion Behaviour (SEM)
(2014) Displays Human
Variable Value
Viera (2013) Past The Emotional Shopping meta-analytic
literature Environment Pleasure Behaviour procedure
review Characteristic Arousal
Dominance
Dong and Siu Theme park Substantive Service Experience Qualitative and
(2013) visitors staging experience Intensification quantitative
(background, Evaluation Experience methods
functional) Extension - in-depth
Communicative method
Staging interviews
(Employee - focus group
behaviour, discussions
employee - structural
image, cultural, equation model
atmospherics) (SEM)
Wong, et al. Shopping Mall/store - Shopping SPSS
(2012) mall quality of enjoyment
merchandise
Convenience
Enhancements
Price
orientation
Daunt and Hospitality Physical - Customer Quantitate
Harris (2012) Servicescape disaffection methods
social services (Inequity,
cape Dissatisfactio
n
Walsh et al. Coffee In-store music Emotions Outcome - Structural
(2011) Shops In-store aroma (Arousal, Store Equation Model
Pleasure) satisfaction (SEM
Store loyalty
Chang, Eckman Retail ambient, hedonic Impulse quantitate
& Yan (2011) environmen design, and motivation buying methods
t social behaviour

Lee, Ha & High technology cognitive approach- Squares–

Widdows Technology product and avoidance structural
(2011) Product attributes affective behaviour equation
states modelling (PLS-
SEM) analysis
Mazaheri, Online informativeness - site attitudes, quantitate
Richard & consumer , effectiveness, site methods
Laroche (2011) behaviour and involvement,
store entertainment service
attitudes,
purchase
intention

Hsu & Tsou Online website quality consumers' repurchase quantitate

(2011) shopping affective intention methods
market in states
China

Jang & Retail Perceived consumers' behavioural quantitate

Namkung environmen environment affective intention to methods

8
(2009) t quality states revisit
Davis, Wang & Online store website design cultural consumers' quantitate
Lindridge influences affective methods
(2008) states
Source: Mei Teh et al., (2014) and researcher’s construction (2019)

The S-O-R have some limitations in predicting behaviours approach; positive

action such as the desire to explore, stay used, whereas preventing
behaviours intention include desire not to act positively (Kim, Lee & Jung
(2020; Werner, 2004; Zimmerman, 2012; Kudla & Klass- Wissing, 2012;
Dodds, 1991). Thus, the first limitation is that intention determinant is not
limited to architectural quality of website (ARW) and atmosphere cues of
website (ATW) (Liu et al., 2013; Verhagen & Van Dolen, 2011; Adjei et al.,
2010; Kim et al., 2009; Wang & Chiang, 2009; Chen & Wells, 1999; Bell &
Tang, 1998) and flow experience constructs only (Triantafillidou and
Siomkos, 2014; Zhou, 2012a; Lee, 2009; Lee et al., 2007a). There may be
other factors that influence the behaviour intention. Empirical studies
showed that only 40% of the variance of behaviour could be explained
using S-O-R because intention can be influence by others factors such as
interactive, relativistic, preference perception and experience, i.e., the end-
states that encompass multiple benefits and sacrifices that customers link
with offering’s characteristics (Sweeney & Soutar, 2001; Lin & Lu, 2000).
The second limitation is that there may be a substantial gap of time
between the assessment of behavioural intention and the actual behaviour
being assessed (Werner, 2004). In that time of gap, the intention of an
individual might change over. Furthermore, Nawi, Mamun, Hamsani &
Muhayiddin (2019) theorised that when “consumers are exposed to external
stimuli, their inner organism changes precede their behavioural responses”
according to the impact of the atmosphere of time (Turley and Milliman
(2000). The third limitation is that S-O-R is a predictive model that predicts
a consumer’s action based on certain criteria. However, consumers do not
always behave as predicted by those criteria (Peterson & Bredow, 2019;
Peterson & Bredow, 2009; Werner, 2004).

The main assumption of S-O-R is that stimulus as an independent variable,

organism as a mediator, and response as the dependent variable (Vieira,

9
2013; Goi, Kalidas & Zeeshan, 2003; Turley and Milliman, 2000; Yoo et al.,
1998; Spies et al., 1997). The stimulus was defined as an influence that
stimulus that individual and factors that affect the internal states of the
individual. According to Chang et al., (2011), S-O-R model consists of a
combination with marketing variables and other environment statements.
Therefore, there is an intervening between stimulus and responses is an
organism. An organism as a mediator for the consumer to make judgements
and decision- making system because when a consumer decides based on
their surrounding situation such as what they touch, see, listen and smell
(Chang et al., 2011). The dimensions of each variable are different among
past research (Table 2.0). Therefore, a scholar such as Turley and Milliman
(2002) had studied various literature since the year 1975 until 1997 on the
factor affecting the atmosphere on buying behaviour. Furthermore, past
studies reviewed S-O-R adaption in service industries especially after the
year 1997 (Goi, Kalidas, & Zeeshan, 2014; Dong and Siu, 2013; Daunt and
Harris, 2012; Lam et al., 2011; Walsh et al., 2011; Kim and Moon, 2009;
Dawson and Kim, 2009; Campell and Diamond, 1990). Therefore, for
several years a great effort has been devoted to the study on environmental
factors and promotions to explore how environmental stimuli affect impulse
buying behaviours. In this study, researcher adopts the Stimulus-Organism-
Response (S- O -R) model to examine the effects of external environment
factors or known as Architectural Quality of Website (ARQW) comprises of
ubiquity (UB), ease of use (EOU) and information exchange (IE) to use
online property website among millennials in Malaysia. The S-O-R model
conceptualizes consumers’ intention to use, allowing researchers to better
understand and complicated process behind consumers intention responses
and decision to utilise the property websites (Liu et al., 2013; Verhagen and
Van Dolen, 2011)

The following section aims to address a gap in the literature by focusing on

the relationship between S-O-R model and their constructs in this study
framework, in line to answer the research questions R1 stated that “to what
extent are the determinants of the millennials’ intention to use the online
property websites in Malaysia?” and R2 “to what extent does flow

10
experience mediates the relationship between the architectural quality of
the website (ubiquity, ease of use, information exchange) and atmosphere
cues of the website (informativeness, effectiveness, entertainment) towards
millennials’ intention to use online property website”. In a nutshell, this
study used the S-O-R model to develop the intention to use behaviour by
investigating how the effective use of Architectural Quality of Website (ARQ)
and Atmosphere Cues of Website (ATQ) attributes is because it associated
with consumers’ flow experience.

The proposed model also demonstrates the predicted relationships that may
exist among the constructs in the context of the online property website in
Malaysia among millennials. In particular, the conceptual model shows it is
expected that setting shape (S- Stimulus) of both architecture quality of the
website (AQW) and atmosphere cues of the website (ACW) that can impact
the consumer disposition mediates by flow experience (O – Organism) and
finally evoking a behavioural intention reaction (R- Response) The model
contends to use of the Stimulus-Organism-Response (S-O-R) model that can
enhance understanding of the impact of environments on customer
behaviour, stimulus requirements, intervening factors and behavioural
reactions (Vieira, 2013; Yoo et al., 1998; Spies et al., 1997).

2.4 ARQ (ubiquity, ease of use, information exchange)

The external inputs from exposed environment (Stimulus) consist of

Architectural Quality of Website (AQW) which is from three components
independent variables such as ubiquity (UB), ease of use (EOU) and
information exchange (IE). The previous study of Mehrabian and Russell
(1974) have shown atmospherics are converted into meaningful information
and used to comprehend the environment before consumers made any
judgement and conclusion. Chen & Yao, (2018); Liu & Pham (2016) and
Verhagen and Van Dolen (2011) proved that web architectural quality cues
(AQW) have positive impacts on the emotional state which represents by
flow experience in this study. Concerning the links between atmospherics
and emotional states, previous empirical studies suggested that

11
atmospherics have a positive effect on emotional responses and
atmospherics cause a change in the emotional state of the consumer.

All the attributes in the architectural quality of the website (AQW) consist of
ubiquity, ease of use and information exchange may potentially prompt
consumers to use over the online property website. Since internet
technology has grown rapidly, it is important to identify how potential
consumers perceived online property website because such information may
indicate how online usage of the property platform can be increased and
property agency ‘s profitability be improved; and for this reason, the
property agency has to focus more on creating more attractive and
competitive property platform to any web visitors.

Situational Factors Impulsive Traits Impulse Buying

Figure 2.2. Research Structure by Chen & Yao, (2018)

Prior studies by Chen & Yao, (2018); Liu & Pham (2016) and Verhagen and
van Dolen (2011) found that behaviours being affected by environmental
factors or known as Architectural Quality of Website (AQW) in this study of

12
consumer impulsive buying behaviours in mobile auctions (figure 2.3).
Based on the S-O-R model and the e-commerce requirement structure,
Chen & Yao (2018) develops a model which combines promotional
campaigns and the inclination toward impulse buying, normative
assessment, positive affect, and other internal variables about consumers.
In summary, Chen and Yao (2018), employ their aspects of the e-commerce
requirement structure: ubiquity (UB), ease of use (EOU), and information
exchange (IE) from their research findings in a promotional campaign
consist of the discounted price (DP) and scarcity (SC) as the marketing
stimuli. Therefore, the application of the architectural quality of the website
(AQW) has proven that consumers’ attitude toward online transaction
environments affect whether they exhibit impulse buying behaviours
(Verhagen & van Dolen, 2011). Some author also suggested that
consumers’ cognitive assessment and the triggering of emotions, on the
other hand, are determined by shopping scenarios and ambiences such as
ubiquity (UB), ease of use (EOU) and information exchange (IE) (Liu et al.,
2013).

As stated by Chen & Yao (2018) findings that consumers have strong
feelings regarding the ubiquity (UB), ease of use (EOU) and information
exchange (IE) of mobile auctions. Therefore, operators or managerial
should continue to enhance such advantages functions and ensure the
integrity of their platforms. Besides, they should devote and emphasized
more resources to design to build a consumption environment that provides
instant services such as user- friendly and allows buyers and sellers to
communicate and exchange information with each other. Thus, helping
consumers achieve their shopping goals more quickly also makes the
shopping experience more pleasant (Eroglu et al.,2001) thereby inspiring
consumers to increase their impulse buying behaviour. However, various
kinds of marketing stimuli within the consumption environment (e.g.,
discounts, hunger marketing strategies and all kinds of incentives) are all
significant factors that can induce impulsive buying behaviours (Campell and
Diamond, 1990; Dawson and Kim, 2009). Therefore, for several years a
great effort has been devoted to the study on environmental factors and

13
promotions to explore how environmental stimuli affect impulse buying
behaviours.

In this study, researcher adopts the Stimulus-Organism- Response (S-O-R)

model to examine the effects of external environment factors or known as
Architectural Quality of Website (ARQW) comprises of ubiquity (UB), ease of
use (EOU) and information exchange (IE) to use online property website
among millennials in Malaysia. This study applies S-O-R model
conceptualizes consumers’ intention to use, allowing researchers to better
understand and complicated process behind consumers intention responses
and decision to utilise the property websites (Liu et al., 2013; Verhagen and
Van Dolen, 2011). Therefore, based on the literature review it is possible to
organize the following prepositions:

2.4.1 Ubiquity (UB)

Ubiquity is referred to as "ease" and dismantles the mobility limits, but also
user improvement, knowledge and understanding and performance by
instant devices, a user having anytime and anyplace accessing to the
internet technology (Johnson, Kiser, Washington & Torres, 2018). Ubiquity
influence on the cognitive satisfaction of consumers during their social
media time. The ubiquity of e-commerce impacts consumers who are
involved in e-commerce activities such as the act of sending, receiving
information and transmitting data, carrying out online connections to
shopping platforms at any convenient time and places (Chopdar &
Balakrishnan, 2020; Clarke III, 2001). Besides, previous studies have shown
that ubiquity has a strong influence on the personal lives of students
concerning the adoption of ICT technology through a female student in the
setting for education environment (To & Tang, 2019; To, Lai & Leung, 2019;
Teo, Fan & Du, 2015; Park, Nam & Cha, 2012; Edmunds, Thorpe & Conole,
2012). From the literature, it can be said that female students are more
significantly affected than their male counterparts in the Chinese education

14
industry. The female students feel that using sophisticated company
software for applications does not require effort and the software
programme will enhance their mobility and improve their educational
knowledge. The S-O-R framework was utilized to illustrate that the of e-
commerce websites has impact on the consumers’ feeling and triggers
specific actions, which plays an effect on the number of items bought and
the amount consumed at the store. For the current study, S-O-R is
employed to develop one’ intention to make use of an online website for the
commercials or to find details about the property in terms of ubiquity.

This paper illustrates the significance of impulse purchase behavior in the

consumption of M-commerce services such as Short Message Service (SMS).
Mobile services are increasingly being used for marketing-related
communications to ubiquitous consumers, anywhere, anytime. This
emerging practice has strong implications for marketers, who are
developing services customized to fit individuals' unique needs and interests
as well as encouraging impulsive purchase behavior. However, despite the
importance of impulse purchase behavior to existing marketing practice,
little is known about its significance for ubiquitous consumers. This gap is
addressed by measuring the impulse purchase behavior of consumers in the
context of SMS services.

The marketing literature emphasizes the importance of ubiquity on

consumer behaviour behavior in the consumption of M-commerce services
such as Short Message Service (SMS) (Chopdar & Balakrishnan, 2020; Chen
& Yao, 2018; Tojib and Tsarenko, 2018; Clarke, 2008; Lee, 2007). This
emerging practice has strong implications for marketers, who are
developing services customized to fit individuals' unique needs and interests
as well as encouraging impulsive purchase behavior (Davis & Sajtos, 2009).
Ubiquity is not only known as mobility but ensures convenience to
consumers and regarded as “users’ experience through instant application
services” (Tojib and Tsarenko, 2012; Lee, 2007). As Clarke (2008) points
out, ubiquity enables consumers to transmit and obtain information and
perform online business using shopping website whenever, anytime, and

15
immediately. Ubiquity has a positive effect on the consumers’ willingness to
use social media in the mobile service study (Jng and Chung, 2015; Tojib
and Tsarenko, 2012). Kian, Boon, Fong & AI (2017) supported that internet
websites are important to many companies and most of the companies
utilize the internet as a channel to operate a business and have their official
company website. However, past studies usually either emphasized on
rational decision model or the emotional state of the individual, have very
rarely integrated them into a more comprehensive framework. However, the
researcher intends to expand this study and use the Stimulus Organism
Response (S-O-R) model developed by Mehrabian and Russel (1974) and
address ubiquity construct as stimulus (ubiquity) that provides convenience
for consumers to perform online business whenever, anytime, and
immediately. Therefore, ubiquity has a significant contribution to current
knowledge in the online property setting such as different geographical
location and respondent profiles such as in Malaysia to obtain generalizable
findings. This S-O-R model has been dominated in consumer behaviour
literature, marketing and industries studies related to emotional reactions,
consumer decision making process and behaviour (Lam, Chan, Fong & Lo,
2011; Chang, Eckman & Yan, 2011; Richard, Chebat, Yang & Putrevu,
2010). Online property website is an extension of the traditional media
broadcast medium (Cherif, 2014; Dermisi, 2004). Website is a vital
environment for online store and regarded as an effective tool to enhance
customer’s trust, arouse perceived value, affect consumer’s reaction, and
influence consumer ‘s purchase intention (Wu, Ke & Nguyen, 2018; Eroglu
et al., 2003). From the literature, it can be said that many companies
transform their businesses from traditional physical stores to online stores
when they recognize the ubiquity and opportunity of E-commerce that
enables them to reach customers without the restriction of geographical
location and cost.

Generally, consumers will not waste time and money using and patronize a
particular product or services unless the value is gained from buying the
product. Furthermore, a possible consumer is constantly looking at
ubiquitous elements to maximise and minimise their benefits when choosing

16
a specific product or services (Sindhuri, Julianna, Timo, Friederike, &
Werner, 2017). Therefore, the evolution of the World Wide Web (or Web)
has influenced the interactions between property developers and consumers
because the traditional method uses IT support which is less interactive and
not in real-time such as e-mail, newspaper, television, etc. This interaction
by transitioning from traditional method to e-commerce method of
communication provides an interactive Web between machines and humans
(Tavakoli & Wijesinghe, 2019; Tavakoli & Mura, 2018. The elements of
ubiquity enable two-way communication between consumers and property
developer. From the literature, it can be said that the online websites
provided further opportunities for consumers to easily interact using mobile
applications to access property platforms at any time from any web-
connected devices (Tavakoli & Wijesinghe, 2019). This is similar to the
investigation that has additionally reviewed in the past literature after the
year 1997 that identifies adaptation of the S-O-R model in service industries
(e.g. Daunt and Harris, 2012; Dong and Siu, 2013; Kim and Moon, 2009;
Lam et al., 2011; Walsh et al., 2011) but Bhardwaj et al., (2008) describe
that a considerable amount of research had featured the procedures to plan
a stimulus in retail and service industry, yet little attention has been paid on
how to design a stimulus to enhance the consumer in the ubiquity
experience. However, Bobenko (2013) suggested that the internet is a
public network that can attract the attention of the global population and
has impacted the way business is being conducted today. From the
literature, it can be said that the internet has attracted substantial interest
and increasingly ubiquitous, it conveniently addresses the problem of
connectivity between potential trading partners and to the general
consumer. The property industry is undergoing changes that may affect the
kind of e-commerce models adopted by companies. There are four types of
property internet business models which are diversified, web-advertising,
brokerage, and virtual value-chain (Cherif, 2014). The researcher concluded
that sellers who adopt this online property website would gain higher sales
in a short period because of the potential home buyers would feel ubiquity
when searching properties using filters such as features, amenities, location

17
information, surrounding information and style for the selection of their
property (Thrall, 1998; Benjamin & Chinloy, 1995).

Ubiquities allow users to connect or network with other users who may be
their friends, family, or colleagues with enhancing consumers’ experiential
value by exploring intrinsic and extrinsic motivations such service
consumption (Tojib and Tsarenko, 2012). However, James, Yeqing & Don,
(2000) argued the ubiquity can be categorised into two types of information
gathered from the internet as; 1) information related to property brokers or
companies themselves, and 2) information related to specific properties
available for purchase or lease. Meanwhile, the S-O-R framework seeks to
align the reactions of consumers to make clear individual perceptions and
emotions to the external stimuli and the good or bad practise that is thus
created. From the literature, it can be said that the increasingly ubiquitous
would enhance the intention to use more online property websites among
the consumers based on the study by surveying consumers internet use in
their home purchases model. Therefore, the S-O-R model to investigate
customer behaviours helps to define ecological improvement and the
outward and inward responses of buyers using online website behaviours.
Hence, the study showed that 40 per cent of the consumers have
awareness of ubiquity element in internet property online website
information such as virtual tours, property listings, market analysis,
transaction amount, project information, online valuation, property news,
property FAQ, online forum, online calculator, online valuation and lifestyle
contents and this confirmed ubiquity is an important factor in determining
consumers’ use internet during home purchases (Razali, Manaf & Yassin,
2010; James, Yeqing & Don, 2000).

Ubiquity allows millennials to have a positive relationship between ubiquity

and the intention to use online property website as ubiquity also regarded
as a convenience (Liu et al., 2013). Sharma & Gutiérrez (2010) indicate
that the word “convenience” is the ease and the comfort of use as well as
the attainment of concrete benefits through the use driven from portability

18
and immediate accessibility. From the property marketers’ perspective,
ubiquity has enabled property developer to communicate with consumers in
a bigger space and empowered to exchange comments and share their
experiences and this property platform provides a significant source of
information that influences the consumers’ behaviour and choices (Ahani et
al., 2019). This is a contrast with the traditional method of advertising the
property services such as newspaper, signboard and shows house/ model,
the convenience of accessing the online property websites is defined as
agility, accessibility and availability and flexibility of time and space. Most
property study is based on neoclassical economic theory that assumes that
people make rational decisions about renting, to rent, buying and selling as
part of their attempt maximize utility (Gibler & Nelson, 1998).

19
20
21
Ganesan, A. S. (2012). Consumption, spending and investment behaviour of
malaysia generation y (Doctoral dissertation, UTAR). Refer this thesis
master for reference

22
As stated by Kumar, Kumar, Palvia & Verma (2017), the ubiquity of
information technology has impacted, changed the way of working,
exchange information, process, and analysing information especially in the
context of online education. Most educators in education streamline
understand how to engage the students with their re-education approach
teaching and learning, delivery models through digital technologies have
been very profound. As the educational institutions worldwide have adapted
to these online dynamic education landscape, it has become a mainstream
global phenomenon and experimenting with innovative models (Palvia,
2013). Although ubiquity was found useful in e-evolution in the education
context since many years ago, however ubiquity can be useful in another
context especially in the property context. The trend in online education can

23
serve similarly into the online property and presents many opportunities as
well as challenges for all property stakeholders. It is postulated that
consumers or internet users are responsible for choosing to use the online
property website to search for property information to meet their needs to
fulfil their specific ubiquity desires in this study.

From the researcher’ perspective more focused on recognizing the property

market are lacking because most property researcher researchers do not
examine the stimulus that the diversify of property consumers has on the
demand for property in the era of accelerated growth in e-commerce, the
expansion of internet technology in the property industry. Hence, S-O-R is
used to develop one’ intention in terms of ubiquity to use an online property
website for commercial to find details about the property information.
Ubiquity affects the feeling and affects the millennials become enthusiasm
because of their familiarity with the internet devices and likely to have their
own technology devices rather than any generations before, can utilize
more convenience and widely. Therefore, millennials generation are a
significant group of customers for online sellers to target and essential
group of online shopping (Keith & Simmers, 2013). This is in line with
previous studies conducted by Keith & Simmers, 2013) that millennials were
much more enthusiasm and familiarity with the internet devices and likely to
have their own technology devices rather than any generations before, can
utilize more convenience and widely. Hence, millennials generation are a
significant group of customers for online sellers to target and essential
group of online shopping because the ubiquity enables the millennials
accessing the online property flexibility of time and space (Keith & Simmers,
2013).

In today’s new age, technology such as the internet plays a very vital role in
bridging the gaps that exist between the physical and online market
environment (Kandulapati & Bellamkonda, 2014). According to Ahmad,
Omar & Ramayah (2010), the approach to use online channels has been
very important to be adopted as a new millennial business model by most
retail operators of this era. Ba and Yang (2016) supported that the Internet

24
has undergone two periods of development since 1995. Nevertheless, the
ubiquity in the space and time also eliminates the inconvenience hard copy
printing the newspapers or magazine/bulletin; it allows consumers to check
the listing detail of the property information anytime and anywhere. In the
context of the property industry, the ubiquity offers advantages in reducing
transaction costs for consumers (Ding et al., 2004) and suitable for the
human’s lifestyle especially the millennials generation, offers a convenient
method in searching information and doing works especially for property
agents etc. There are many studies emphasised the strategies to design a
stimulus in retail and services industries, but limited study to highlight the
consumer experience (Bhardwaj et al., 2008). Moreover, Vieira (2013) had
suggested that stimuli are insufficient to provide a detailed understanding of
which are the atmospheres ‘cue effects on shopping behaviour. Turley and
Milliman (2000) claimed that the need to examine the atmosphere that
effect on buying behaviour. In brief, consumers were conceptualized as
reacting to external stimuli much as cue balls react to the angle and speed
of the impact of cue stick (Jacoby, 2002). Jacoby (2002) describes that
encountering environmental stimuli does not guarantee that these will be
experienced, either consciously or even subconsciously (Jacoby, Lindsay &
Toth, 1992; Jacoby & Brooks, 1984). From the literature, it can say that
there is a need to investigate the pervasiveness of the problem whether the
ubiquity is the source of the external stimuli in this study such as
environment as encountered by the individual at a particular moment in
time.

In contrast, Chen & Yao (2018) concluded that ubiquity does not show
positive effect towards flow experience of the usage of mobile industry
between native mobile auctions and traditional online auctions (Chopdar &
Balakrishnan, 2020). They have demonstrated that this is most likely
because users of traditional online auctions have become accustomed to
traditional website interfaces. However, when these online auctions extend
their reach to the mobile commerce market, they embed the mobile phone
version of their websites in their apps, leading consumers to feel that their
mobile shopping experience is of poorer quality (e.g., slower browsing

25
speed and an awkward user interface), which does not trigger a positive
effect. At such, because of the lack study based on the S-O-R model and
incorporated with ubiquity (UB) variables into the model to an examination
of the relationship between ubiquity and flow experience towards intention
to use among millennials in Malaysia. The S-O-R structure was used to
illustrate that the outline of mobile commerce websites affects the feelings
of the buyers and triggers specific actions that affect the number of items
purchased and the amount consumed in the store (Chopdar & Balakrishnan,
2020; Verhagen & Van, 2011). Therefore, in this study it is generally
accepted that consumers have strong feelings regarding the ubiquity has a
positive significant relationship with the architectural quality of the property
online websites.

Despite prior evidence, Chopdar, & Balakrishnan (2020) found perceived

ubiquity and perceived value was found to be insignificant in the mobile
shopping context, suggesting that consumer impulsiveness and perceived
value associated with mobile shopping applications in building on the S-O-R
foundation. Chopdar, & Balakrishnan (2020) study empirically validated a
conceptual framework by identifying various drivers that predicts users
satisfying experience and repurchase intention through mobile shopping
applications. The research identified four marketing stimuli namely;
perceived ubiquity, contextual offering, visual attractiveness, and app
incentives. The findings reveal that perceived ubiquity has the most potent
effect on impulsiveness, but it is identified to be a non-significant predictor
of perceived value. Thus, it supports the finding of Davis & Sajtos (2009)
but does not validate the result of Zhou et al. (2010). This indicates that the
ubiquitous nature of mobile connectivity makes it convenient to shop on
mobile apps, thereby engendering impulsiveness among mshoppers.
Whereas, app users do not associate ubiquity with their value perception of
a shopping app in particular, as they may relate it with mtechnology in
general. Therefore, the relationship between perceived ubiquity and
perceived value was found to be insignificant in the mobile shopping
context. In sum, the findings indicate that online providers company should
focus on factors such as ubiquitous connection, contextual offerings, pricing

26
and security when promoting their products and services in adopting
internet technology in their m-commerce industry.

Most of the researcher has adopted models and structures from Berbegal-
Mirabent et al., (2016) Liu et al., (2013), Verhagen and Van Dolen, (2011)
and Kim et al., (2002) combined with the theory of website architectural
quality and suggested three independent variables which fit this study.
There are three standards for website architectural quality about customer
satisfaction, which consists of structural firmness, functional convenience,
and representational delight (Kim et al., 2002). First, Valacich et al., (2007)
point out “internal stability and external security of a website are the keys to
the operation of websites and the important fundamental in measuring the
system accessibility of online buyers”. Second, functional convenience is
regarded as website procedure in data collection, including website usability,
simplicity, and significance for the consumer in impulse buying behaviour
(Verhagen and Van Dolen, 2011). Third, Berbegal- Mirabent et al., (2016)
and Huang (2003) state that “ubiquity relates to the representational delight
when the website provides consumers with the pleasant, entertaining
shopping experience and allows users to interact via the online website”.
Nonetheless, most early studies have recognized on the term of ubiquity
especially in mobile services, known as advanced mobile services (AMS),
widely applied in the marketplace such as property industry that enables
customers to communicate with other parties, seek pleasure, perform
transactions, and obtain information (Varshney & Vetter, 2002).

Meanwhile, the S-O-R framework seeks to align the reactions of consumers

to make clear individual perceptions and emotions about the external stimuli
and the good or bad practise that are thus created. Using the S-O-R model
to investigate customer behaviours helps to define ecological improvement
and the outward and inward responses of buyers using online website
behaviours. Hence, ubiquity initiates customer reactions and illustrate as the
stimulus based on the S-O-R framework. Thus, the ubiquity affects the
feelings of the internet users and triggers specific actions that affect the

27
number of items purchased, and the amount consumed in the store
(Chopdar & Balakrishnan, 2020; Verhagen & Van, 2011). It will provide
opportunities for marketers or property firms to tailor their marketing
strategies depending on the type of online property websites to enhance the
firm-customer relationship and focuses on the millennials’ usage of online
property website. Researchers have also demonstrated the applicability of
the S-O-R framework to an online shopping context examining how
atmospheric attributes of retail websites (i.e., design quality, music, product
presentation) impact consumer responses including emotion and shopping
intention (Koo & Ju, 2010). Furthermore, this study explained that the
online platform can provide the user with demand access at any time and
enable production traders and logistic traders to exchange information
anywhere, master business schedules and conclude transaction (Jeong and
Hong, 2007). However, Tung, Chang, and Chou (2008) indicate that
compatibility is also an important variable; if the online website platform is
incompatibility with other ports, which causes usage inconvenience, then
the user will stop using the platform or may switch to another alternative
online property websites.

Practitioners and academics defined ubiquity differently, but there are few
concerns about the current literature. Firstly, this ubiquity definition
particularly by the academic authors Kim et al. (2008) indicated that
ubiquity entities enable mobile devices business to reach customers
anywhere at any time. Jung and Chung (2015) also found that interaction
and ubiquity influenced hotel guests continued social media network usage
through the mediating variables of trust, benefits, and enjoyment. The
results in Jung and Chung (2015) findings showed that when consumption
environment provides services unlimited by time and space, consumers can
search for information and make transactions according to their needs.
Moreover, consumers can effectively manage their time, space, and get
pleasure from the services (Tojib and Tsarenko, 2012). However, if the
ubiquity services fail to satisfy hotel guests customer, there will be no
positive effect triggered. Liu, Li & Hu, (2013) indicate that ubiquity can be
regarded as a convenience which offers users space, time, and access

28
speed; it helps consumers use the service more easily and improves the
performance of payments (Clarke, 2001). Moreover, consumers can utilize
the availability of online websites in all situations to reduce the pressure of
time (Mallat, Rossi & Tuunainen, 2006). This study applies S-O-R model
conceptualizes consumers’ intention to use, the atmosphere or stimulus (S)
that initiates customer reactions allowing researchers to better understand
and complicated process behind consumers intention responses and decided
to utilise the services (Liu et al., 2013; Verhagen and Van Dolen, 2011).

Based on the Chen & Yao (2018) previous study that indicates that
structural firm (internal stability and external security of a website) is the
key to the operation of websites and related to the most fundamental needs
of online buyers in mobile auction industry (Kim & Johnson, 2016; Valacich
et al., 2007). However, interestingly, this is contrary to a study conducted
by Verhagen and Van Dolen (2011) argued that functional convenience
represents by the feature of ubiquity such ease of navigation is important to
help consumers complete anticipated task in mobile auctions. Fu (2018)
indicate that the dynamic property information provided in the online
property websites can provide the user with the ideal user experience,
convenience, generalization, and compatibility of platform usage that can
influence user usage intention. Convenience requirement lies in the
convenience of the user platform, including the smoothness of input,
acquisition, and transaction of information, which will significantly influence
the utilization rate of the online property platform (Venkatesh, Morris, Davis,
and Davis, 2003). The influence of ubiquity on flow experience and intention
to use behaviour can be explained as the influence of stimulus on an
organism and the corresponding response according to the stimulus (S) –
organism (O) – response (R) model (Mehrabian & Russell, 1974). The
construct ubiquity represents the external influences on flow experience,
representing the internal process can cause emotional responses, lastly,
intention to act can represent behavioural responses (Bagozzi, 1983).

Online websites are classified differently by practitioners and academics.

Practitioners have classified on online website network within the tourism

29
context using the technology acceptance model as a theoretical foundation
(Ayeh, 2013a), indicate that the integrating interaction and ubiquity to study
hotel guests’ intention to continued usage of social media network are
scarce. From the academic perspective, (Jung & Chung, 2015) categorized
there are two online website characteristics, interaction and ubiquity
influence hotel guests continued online website network usage through the
mediating variable of trust, benefits, and enjoyment. Furthermore,
consumers can also get any information in which they are interested,
whenever they want the information regardless of where they are, through
the internet- enable devices”. The S-O-R structure was used to illustrate
that the outline of e-commerce websites affects the feelings of the buyers
and triggers specific actions that affect the number of items purchased and
the amount consumed in the store (Verhagen & Van, 2011). From the
literature, it can say that the internet research theory represents the
network channels characteristics whether it can reach individual users
directly at a synchronous or asynchronous time and that enables
communicating different levels of information richness. Therefore, there is a
need to understand the differences and strengths of each online website
type will enable firms to identify which platforms to use in engaging
potential and current customers. Hence, examining the role of ubiquity
specifically from functional benefits derived from the convenience of using
online property platform, demand access at any time and anywhere, ideal
user experience, the flexibility of time and space, user improvement,
knowledge and understanding and performance by instant devices.
Therefore, it is hypothesized that:

H1: Ubiquity has a positive significant relationship with architectural quality

website (AQW).

2.4.2 Ease of Use (EOU)

Theoretically, ease of use was defined as “the degree to which a person

believes that using a particular system would be free of effort” (Davis,
1989).

30
This follows from the definition of “ease”: “freedom from difficulty or great
effort.” Effort is a finite resource that a person may allocate to the various
activities for which they are responsible (Radner & Rothschild, 1975). All
else being equal, we claim that an application perceived to be easier to use
than another is more likely to be accepted by users. Extensive research on
self-efficacy by Bandura (1982) supported the importance of perceived ease
of use, and it was defined as “judgments of how well one can execute
courses of action required to deal with prospective situations” (Bandura,
1982, p. 123). Self-efficacy research (Hill, Smith, & Mann, 1987) does,
however, provide one of several theoretical perspectives suggesting that
perceived ease of use functions as basic determinants of user behavior.
Individuals are constantly making decisions about accepting, adopting, and
using computer and information technologies. Research that has explored
the determinants of such a decision has revealed that perceived ease of use
is a determinant of intention to use.

Ease of use, in general, reflects 'the level at which it is found that it would
be easy to use a certain system' and customers does not need showing
extra effort to use (David, 1989; Bandura, 1982; Radner & Rothschild,
1975). Dabholkar (1994), Davis et al. (1992), and Heijden (2000) indicate in
their research that ease of use is a crucial factor for predicting the attitudes
and behaviours of customers toward technology based. According to
Chandio, Anwar, Zeki & Rizvi (2014), claimed that property operators or
customers believe that the information system should be accessible via an
online platform to expose property data linked to the property. Therefore,
the perceived ease of use in this study is described as the recognition by
customers that there is a minor effort to use online property websites. In
contrast, Davis (1989) indicated that ease of use refers to “the degree to
which a person believes that using a particular system would be free of
effort”. Undeniably, nowadays many consumers prefer to use online banking
to do their transactions (i.e., internet banking, bank E-wallet) when
purchasing goods and services. Through this ease of use, elements have
been found useful in various context, therefore internet website has made a
big change in every circle of our life and bought the opportunity to get

31
information quickly anywhere almost without any cost (Sarkar & Loureiro,
2013).

Ease of learning is regarded as one substratum of the ease-of-use construct

(Davis, 1989). Further review of the literature suggests that ease of use and
ease of learning are strongly related are not separate, disjoint activities but
instead that people are motivated to begin performing actual work directly
and try to “learn by doing” (Carroll & Carrithers, 1985; Roberts & Moran,
1983). Adaptation of the element ease of use in the research study of
Human-Computer Interaction (HTI) research shows that users system
interaction is based on improving the ease with which users interact with
the systems (Aziz & Macredie, 2005). To improve user interaction with the
system, HCI designers rely on a rich collection of interaction objects
available (Aziz & Macredie, 2005). The result of the findings shown that the
interactivity of the display determines the ease of use of systems for all their
users and ease of use is generally measured in objective terms such as task
completion time and error rate. Therefore, the ease of use can be an
important factor in determining consumer perceptions based on their prior
experience with the system (Dyana, Suki, Lajuni & Hamid, 2019).
Consumer’s prior experience with the system is an important factor in
determining their perceptions of ease of use of a system because it may
reflect in users varying expectations from the system. Therefore, this
distinction presents a basis to examine the ease of use when users interact
with familiar and unfamiliar system separately.

As stated by Sun and Zhang (2006) ease of use also known as “convenient”
as internet website design are modified to enhance the consumers’
experience to choose a specific online platform content according to their
needs and satisfaction. The previous study has identified the most important
factors in the successful website as being ‘convenient’ for providing further
explanation of the intention of consumers to use over the internet website
regardless for purchasing over the hotel websites, booking for online
ticketing, online auction, online studies etc. This also supported by Kim, Lee,
Han & Lee (2002) that functional convenience refers to the availability of

32
convenient characteristics that helps the consumer’s interaction with the
interface. Therefore, the functional of “convenience” becomes the primary
concern of consumers once the basic needs of structural firmness have been
met.

Furthermore, a consumer has different outlooks or goals when using an

internet website (Valacich, Parboteeah, & Wells, 2007). Indeed, consumers
visit sites not only to search for and purchase products or services, but also,
to have rich in online consumer experiences (Ping Zhang, 2001) and
functional convenient. Therefore, website developers or organizations must
consider which types of tasks consumers will most likely execute at their
sites and include characteristics such as the site’s ease of use and ease of
navigation. Meanwhile, Kim et al., (2002), pointed out that the
characteristics related to functional convenience were secondary to those of
structural firmness, which is also consistent with past web usability
research. In contrast, the web consumers surveyed found that although
characteristics that enhance the interface’s emotional aspect were
important, however, they were relatively less important than functional
convenience and much less important than structural firmness (Valacich et
al., 2007). Therefore, this study suggests applying S-O-R theory as
underpinning theory to enhance certain minimum levels of quality of
characteristics ease of use that must exist on a site so that (S- Stimulate)
feelings of satisfaction while using the website, while flow experience
factors mediated the online users are more likely to (O-Organism) effects
towards the intention (R-Response) to use online website.

Easy access to the internet website and use of internet devices have
penetrated everyday lives, and it has affected the many businesses as well.
(Alabdullatif & Akram, 2018). The proliferation of the internet website is
affected by various factors such as poor review towards the property
characteristics such as the website platform is not easing to use. Thus,
numerous researchers have argued that studies of perceived ease of use as
lack definitional and methodological standardization. Black (2010) indicated
millennials lives in an environment surrounded by technological devices that

33
have been part of their lives. Millennials perceives technology as the key
aspect that distinguishes them from other generations (Kam, Lim, Al-Obaidi
& Lim, 2018). In general, millennials tend to spend more time using
technology devices than interacting directly. Doing this enables them to
minimise the decision-making process and to help them effectively to
understand more about property information on the property website. Thus,
the online platform will demand less effort to support its decision-making
process and only facilitate and harvesting of the available information from
the property platform and transforming of it into user’s insight which can be
easy to understand (Chang, Wong & Fang, 2014; Rodriguez, Ajjan &
Peterson, 2014; Stone & Woodcock, 2013; Davis, Bagozzi & Warshaw,
1989). Therefore, millennials showed an acknowledgement towards the
ease of use that has a significant impact towards the information systems of
the online website (Lin, Chung, Yang & Lau, 2013; Shin, Chung, Oh & Lee,
2013). In summary, this study affirmed that ease of use is vital dimensions
to support consumers’ decision-making on the harvesting of the available
information about the property information from the property platform.

Contrary, most consumers may easily get disoriented while navigating in the
complexity environment especially in virtual layouts (i.e., grid, freeform and
racetrack) (Arnheim, 1966). The complexity of an environment is related to
the webpages that are difficult to visual parse, visual richness, information
rate, information diversity and information variety (Petrie, Fraser & Neil,
2004; Nasar, 2000). Some authors have driven the further development
about the environmental complexity for virtual layout included landmark and
geometric information on a webpage while the landmark information
corresponds to the homepage hyperlink located on every webpage or in-site
search engine provided by the virtual layout (Sandstorm, Kaufman and
Huettel, 1998). Therefore, ease of use the online property website depends
on the design of the virtual layout as an environmental stimulus on
consumers’ emotional responses, which in turn affect their intention to use
the online property website.

34
The millennial group can be described by how the tools and platforms for
online purchases are used (Moreno, Lafuente, Carreón & Moreno, 2017;
Junker, Walcher & Blazek, 2016). In sum, the millennials are a generation of
young people and can be characterized by the use and adaptation of
technology in their daily lives, as well as values, life experiences,
motivations, and common buying behaviours. Hamstra (2018) argues that
online shopping and digital platforms are widely known because they help
save time and money and bring comfort for the millennials. It is undeniable
to ensuring nonstop accessibility of services to their users, providing
unlimited information, create opportunities for immediate comparisons and
create them. On the other hand, the so-called millennium generation is
distinguished by being users and consumers of technology that expose their
tastes and preferences. Thus, the opportunity to realize a profile of buying
behaviour becomes of interest for those who investigate this social group
and therefore the theoretical revision becomes relevant as millennials make
up a generation in constant change, adaptation, and reconfiguration
(Moreno, Lafuente, Carreón & Moreno, 2017). The S-O-R structure was
used to illustrate that the outline of e-commerce websites affects the
feelings of the buyers and triggers specific actions that affect the number of
items purchased and the amount consumed in the store (Verhagen & Van,
2011). Thus, research that has explored the determinants of such a decision
making by consumers has revealed that perceived ease of use is a
determinant of intention to use.

These platforms are attributed to constant innovations lead to much greater

user-friendliness, which is very user-friendly. Thus, flow experience needs a
regulated quality in providing situations to execute certain behaviours on
internet search through websites (Bilgihan, 2016; Rahman, 2015; Moore,
2012; Venkatesh, 2000). It is also suggested that flow, technology type,
perceived technology features (ease of use) and organisational factors
(support for management, medium use of communication partners) have a
positive impact on employee assessments and perceived impacts (Trevino &
Webster, 1992). The flow experience helps seeks to align the reactions of

35
consumers to make clear individual perceptions and emotions about the
external stimuli and the good or bad practise that is thus created.
Researchers have studied the effect of the increase of flow experience, it is
expected that system-specific perceive ease of use will adjust to reflect
objective usability, perceptions of external control specific to the new
system environment, and system-specific perceived enjoyment while still
anchored to the general beliefs regarding usage behaviour of information
technology (Venkatesh, 2000).

According to Chen & Yao (2018), ease of use is important when dealing with
e-service quality, especially when impulse buying behaviour is affected by
the system as it is operated, and purchases can be made. For example, the
mobile business owner should ensure customers feel the ease of use in the
design and features and easy to find information about the product or
services they purchase (Lin & Lo, 2016; Hung, 2008). Therefore, there is an
essential to integrate the S-O-R theory because the need to evolve the
visual depictions to address the revolutionary movement of millennials
behaviour modelling. The S-O-R structure was used to illustrate that the
outline of e-commerce websites affects the feelings of the buyers and
triggers specific actions that affect the number of items purchased and the
amount consumed in the store (Verhagen & Van, 2011). Moreover, it is also
important to ensure customers have positive effects such as pleasant feeling
and ease of use of the shopping environment (Lin & Lo, 2016). Therefore,
the more user-friendly the interface, the more likely are consumers to feel
pleased.

In contrast, Chen & Yao (2018) concluded that ease of use does not show a
positive effect on the flow experience of the usage of mobile industry
between native mobile auctions and traditional online auctions. They have
demonstrated that this is most likely because users of traditional online
auctions have become accustomed to traditional website interfaces.
However, when these online auctions extend their reach to the mobile
commerce market, they embed the mobile phone version of their websites
in their apps, leading consumers to feel that their mobile shopping

36
experience is of poorer quality (e.g., slower browsing speed and an
awkward user interface), which does not trigger a positive effect (Chen &
Yao (2018). As stated by Chen & Yao (2018) that functional convenience is
represented by the feature of ease of use and the ease of use of mobile
auctions positively impacts consumers positive affect in the previous study.
In sum, functional convenience becomes a primary concern of consumers
once the basic needs of structural firmness have been met. According to
Kim, Lee, Han and Lee (2002), the characteristics of the website related to
the functional convenience (ease of navigation, ease of use, variety of
payment method, feedback option, one-click ordering, provision of help
features), were secondary to the structural firmness (response time, quick
error recovery, correct operation, quality of firewall, provision of the privacy
policy, availability of security seals), which is consistent with past web
usability research (Valacich, Parboteeah & Wells, 2007; Palmer, 2002;
Zhang & Von Dran, 2001-2002).

A review of the existing literature reveals increasing diversity in the

investigation the effect ease of use to the success of e-commerce website in
various fields. Despite numerous research on the investigation the effect
ease of use of virtual navigational patterns on the online store (e.g.
perceived usefulness, ease of use, entertainment) and consumer purchase
behaviour (Manganari et al., 2011; Chang & Chen, 2009; Bai, Law & Wen,
2008; Griffith, 2005; Vrechopoulos et al., 2004), service quality and
important features of property websites (Hidayanto, Mukhodim, Kom &
Junus, 2013), easy to use or usefulness which affect attitude and intention
showed the importance of the characteristics of the website to the success
of e-commerce. It was reported that ease of use of navigation of website
refers to the degree to which an individual believes that a website exhibits
adequate and accessibility navigational functionality to the extent the
consumer can access the information needed from its webpages with
minimal effort (Lin & Lo, 2015; Hernández, Jiménez & Martín, 2009; Liu &
Arnett, 2000). In summary, a range of factors can influence the online
consumer’s experience is equal to the features of the successful website

37
depending on the consumer needs, therefore not all interface characteristics
will be equally valued in all situation.

Ease of use is the extent to which a person believes that using a certain
technology will be free from effort (Davis in Aristian, et al., 2016). Ease of
use of searching information in the internet platform is also a factor that can
influence users when they access into online property platform. Abdullatif &
Akram (2018), pointed out that the automated service providing systems
provide easy access to the internet and become very popular and widely
used due to their collaboration and communication capability. This is an
opportunity as well as a challenge for the businesses as consumers are well
informed and easily use the website to finalize their decisions overall
experience of the usage of the internet website. Venkatesh and Morris
(2000) say that perceived ease of use has an impact on behavioural interest
(intention). The easier searching the internet information to use will mean it
is potentially easier to increase the intention to use by users. Perceived ease
of use is a personal level of ease concerning the use of information systems.
Komalasari & Viny Candra, (2020), indicated that is a system that can be
used easily, the effort required is not too high and vice versa.

Kucukusta, Law, Besbes & Legohérel (2015) indicated that in his findings
that most respondents who use the internet to online travelling website are
categorized as young aged and people above a certain age are not likely to
use booking tourism website. Therefore, the less popularity of the online
tourism website because of the differences among different age groups
comparison from there dimensions respondents aged 18 to 25 had more
favorable perception; 61 and above and 46 to 60 had less favorable
perception. Thus, it is shown that younger groups are more IT- savvy,
higher propensity to use internet to book online. Apparently, most of the
internet users are young and this finding cosistents with the findings of
Cheung and Law (2009), Law and Wong (2003) and Schonland and William
(1996). In contrast, Cheung and Law (2009) also found insignificant result
among age groups because people above a certain age are not likely to
favor use online booking products and more favor to stick to traditional

38
personal service. Thus, the ease of use of the information resources differs
among age group is influence by the aspect by frequency of technology
exposure among younger generation comparison with older generation. In
addition, respondents who forming a usage intention, ease use the internet
daily perceived more important among jobseekers, student and employees
than the other profession groups (Gretsel & Yoo, 2008; Kim, Lehto &
Morrison, 2007; Weber & Roehl, 1999; Bonn, Furr & Susskind, 1998),.

Ease of use of the property platform system will reduce effort, both in one’s
time and energy in searching the property-related companies’ websites
(Wang, Wang, Wang, Wei & Wang, 2020; Alduaij, 2020; Agag & El-Masry,
2016; Venkatesh, 2000). Ease indicates that someone who uses information
technology works more easily than someone who works without information
technology or manually. The use of online internet website makes the
searching related property information among millennials easier because it
is easily accessible via mobile for 24 hours (Reza, Bahrin, Iskandar & Ram
(2020). Khafit, Sulastri & Fauzan (2020) supported that the ease of use will
reduce a person’s time and energy in searching for information related to
property. In summary, millennials will use online property website when the
online platform is easy to use and users do not need a lot of effort to use it.
Moreover, millennials who have high perceived ease of use online property
website will tend to use the website platform more often. This is in line with
the S-O-R models that there are effects on flow experience on users
because it directly or indirectly provides a stimulus for users to use online
property website. It can be concluded that the greater the influence of ease
of use on flow experience, will make millennials feel confident and more
intention to use online property website.

In contrast, the study by Sukhu, Zhang & Bilgihan (2015) found ease of use
does not have any direct effect on intention, easy to use websites provide
enjoyment to users and thus leads to the intention to share information in
the study of social networking sites (SSNs) among travelers. One possible
explanation may be the underpinnings of theory of innovation diffusion, as
the SNSs are not novelties anymore and users feel relatively confident to

39
use such websites. Though some previous studies have found direct effect
of ease of use on intention to use online technologies (Fiore, Jin, & Kim,
2005), in the specific case of SNSs in this study, the effect is not proved to
be significant during their -making decision process because consumers
were highly likely to have more experience and autonomy of usage (Xiang &
Gretzel, 2010; Hargittai, 2007). Therefore, it is important for SNSs
developers and marketers to improve the quality and promote the user
experience of SNSs, so as to encourage internet consumers to use their
information on such sites.

Besides, according to Saad and Ahmad (2020), ease of use stimulates the
internet website easy to use, to search for information, to navigation, the
organization and layout of the site facilitate the search information, layout
site is clear and simple, easy and fast, the website has the valid link and
loads quickly (Kumar, Kumar, Palvia & Verma, 2017; Bresseloes, 2016;
Parasuraman, Zeithaml, Malhotra, 2005; Collier & Bienstock, 2006). It is
proven that the ease of use can lead to the flow experience to better satisfy
the consumer's needs and more effective way of enhancing consumers
satisfaction during the process of navigating the online property website.
Therefore, a consumer who experiences the ease of use will attempt to use
the online property website that delivered the flow experience towards the
online website. Accordingly, the following hypotheses are constructed:

H2: Ease of Use has a positive significant relationship with architectural

quality website (AQW)

2.4.3 Information Exchange

Nowadays, a great number of information data are generated every day

from both various institutions, industries, and individuals. Information
exchange has been proved to benefit the property industry remarkably. To
store and share such large amount of property information data and listing
is important while challenging. According to Burnett (2000), exchange
information is known as interaction between users and shop owner which

40
consists of information provision, shared events, and information search. In
addition, Burnet (2000) attempts to lay the foundation for a model of
information exchange within online communities. Therefore, a typology of
the varieties of information behaviour to be found in the online
communities. However, while online communities clearly function as forums
for both information and social emotional activities, little research has been
undertaken to determine the relationship between these activities. Little has
been done to assess the relative frequencies with which to take place, or,
indeed, to establish whether such a distinction between information-
oriented behaviour, socializing, fun and types of interactions can be
maintained.

Much research on information exchange in virtual communities has been

done in the previous year by Riva & Galimberti, 1998; Wellman, Salaff,
Dimitrova, Garton, Gulia & Haythornthwaite, 1996; Wellman & Gulia, 1999;
Burton, 2000).

In contrast, Burton (2000) concluded that the focus of information

exchange only takes place within a virtual community and primarily through
ongoing text-based discursive activity. Despite prior evidence, Savolainen
(1995) argue that consumers come virtual communities to find answers to
specific information needs, situate themselves within a congenial
“information neighbourhood” where they can ongoing basis keep looking for
any information related to their general interests and concerns. This
phenomenon has been widely observed in a situation in which information is
exchanged informally as a part of normal and ongoing interactions, explicit
information exchange is only one kind of interaction in a virtual community,
as it is in the “real” world Burton (2000). It means that consumers cannot
“get a feel for” the items in which they are interested as they can in brick-
and-mortar stores in e-commerce environment. Moreover, consumers in
virtual communities allows for less formal types of human information
behaviour such as browsing and information encountering. However,
consumers tend to be aware of what information is of potential interest to

41
others, and can, thus, share that information without necessarily going
through the formalities of querying an information retrieval system.

Nonetheless, virtual communities are situated within boarder information

environment of the internet, information related to the interests of other
consumers can often be either embedded within the community by posting,
easily linked to the specific community using hyperlinks. Research on human
discursive behaviour includes activities that are expressly aimed at
gathering, sharing, and using information and not only limited to those
types of activities (Riva & Galimberti, 1998; Wellman, Salaff, Dimitrova,
Garton, Gulia & Haythornthwaite, 1996; Wellman & Gulia, 1999; Burton,
2000).

Bonn, Furr & Susskind (1999) found difference suggesting that

sociodemographic and behavioral characteristics among internet users and
nonusers influence the usage of internet as pleasure in the traveling
context. The functions of internet as a communication tools, interation for
leisure, education and information exchange has been widely observed and
use for variety purposes (December, 1996). However, internet virtually
impossible to avoid utility and continue to gain widespread acceptance in
our society as communication medium and information source (Newhagen &
Rafaeli, 1996). Internet connections leads to utilisation in the context of
educational institutions, commercial operation, governmental and private
homes. These utilisation functions may be accomplished through (a)
asynchronous communication, such as electronic mail, electronic bulletin
boards, and World Wide Web (WWW) pages, to which data are posted and
retrieved by users at distant points in time or (b) synchronous
communication, such as chat rooms or conference call features, at which
time the users are simultaneously connected and are able to exchange
information while connected to one another (December, 1996; Morris &
Ogan, 1996; Walle, 1996; Williams, Bascombe, Brenner, & Green, 1996).

Nevertheless, a number of studies show there is a insignificant findings on

the level of involvement in the information exchange that are likely to

42
influence the internet usage for travel and tourism purposes (Bonn, Furr &
Susskind (1999). Peterson et al., (1997) found that there are three main
characteristics that involves in the information exchange which are:- a) the
cost and frequency of purchase, b) value proposition, and c) degree of
differentiation. The cost of frequency are related to the inexpensive items
such as gasoline (low involvement) would be purchase more frequently than
expensive items such as automobiles or cruise -based vacation (high
involvement). Thus, the basis of level involvement could be anticipated the
consumers would be more interested in receiving in greater amounts of
information and in exchange for the high or low involvement for those
exchange items. Secondly, goods and services are tangible (value
proposition) influences the usage of the internet website as marketing tool.
It is understand that if the product is tangible (i.e., automobile), consumers
may be interested in information exchange and gathered information about
the product (i.e., photo, specific features, cost and options) and expected to
received “sample” of the product (i.e., test-drive and automobile) before
making decision that an online purchase would be made. Conversely, with
intangible items (i.e., a vacation package), consumers would be interested
in receiving detail information but would not anticipate a sample. Current
internet research suggests that a variety of individuals are attracted to using
the Internet as an informational gathering tool (Schonland & Williams, 1996;
Walle, 1996). Finally, whether or not a product or service is easily
differentiated will determine the extent to which the Internet is useful for
information gathering and making on-line purchases. Products with low
levels of differentiation and no apparent sustainable competitive advantage
will be more difficult to successfully market on the Internet, because price
competition would remain fierce (e.g., airline tickets for travel in the
continental United States or gasoline). On the other hand, unique vacation
destinations (e.g., Disney World) have features that could be effectively
differentiated and easily offered through on-line services.In sum,
information exchange appear not to well suited property context because of
their distinctive high- priced , high involvement, well- differentiated
characteristics of the property tangible items. The price of the property is

43
expensive regardless the rental and the purchase price of the property unit
and could not easily offered through online purchase or services.

Based on the literature reviews, in an article on comprehensive approach to

selling property, stated that the internet has a significant influence on the
property industry in America as buyers can go online to research listings
and related information and are well informed by the time, they contact the
property agent for further planning (Bobenko, 2013). This is in line with the
universal internet Real Estate Statistics report as over highlighted; a) over
90 percent of buyers use the internet at some point during the home buying
process; b) 75 percent of buyers first saw the property they eventually
purchased online; c) real estate related Google searches are up by 253
percent over the past four years; d) online advertising is 20 times more
likely to sell a property than print advertising; e) internet buyers only look at
an average of seven properties on their first tour of the physical properties
of interest (Cherif, 2013). In summary, this supported that the information
exchange plays an important role in the property context throughout the
world related to exchanging information between buyers and property
agent.

As stated by Chen & Yao (2018) that representational delight is represent by

the feature of information exchange of mobile auctions positively impacts
consumers positive affect in the previous study. Therefore, exchanged
information helps sellers to improve their own products and influences their
consumers such that the acceptance level of the product will motivate other
user’s impulse buying behaviour (Berbegal-Mirabent et al., 2016; Adjei et
al., 2010). A study by Novak et al., (2000) found that exchange information
can be in the form of private message and comment functions on the
website which allows users to communicate with sellers and customers on
issues that affects their emotions. Therefore, the exchange of information
can help to influence consumers’ emotion and promote consumption during
the online buying transaction and intention to use the online websites
(Berbegal-Mirabent et al., 2016; Verhagen and van Dolen, 2011).

44
The Pew Research Centre survey found that the internet and social
networking sites such as Facebook and Twitter have eventually become an
important communication medium for Generation Y (Kam, Lim, Al-Obaidi &
Lim, 2018; Taylor & Keeter, 2010). The information exchange is one of the
relational information processes that support the social media strategy
(Guha et al., 2018; Jayachandran et al., 2005) it can also be referred to as
information sharing. Social media help consumers share information and
interact with firms (Ahani et al., 2017). This study focused on the
investigation on informativeness to serve solely in the property online
websites context containing a searchable database of property listings and
include several interiors and external pictures of the property on offer.

Online property website or platform is used to obtain different data and is

also used to communicate with other individuals. Although they are in
different regions and even nations, by using this technology, interactions
can still be achieved (Ardi & Putri (2020). Using online property platforms,
even the most recent news developments, quality improvements, and
business-related dissemination have been effective. This growth makes
property platform one of the most dominant platforms for internet use in
technology among property users such as property estate, brokerage, seller
and buyers or individual who has the interest to look up for a property. On
the other hand, these websites offer convenience and efficiency for property
buyers or seller and property agent because of its ability to listing all
property database and information’s (Garrett & Todd, 2006). Therefore, the
internet website can easily enable users to participate, share and create
content by using their blogs, forums, Facebook, Twitter, Youtube, and
others to contribute feedback, commenting and sharing information quickly
and unlimited about the online property website in their social media.
Therefore, it is hypothesized that:

H3: Information exchange has a positive significant relationship with

architectural quality

2.5. Atmosphere cues of website (ATQ - informativeness, effectiveness,

45
 entertainment)

The stimuli are operationalized as the atmospheric cues (Donovan and

Rossiter, 1982). Sarkar & Loureiro (2013) presented atmospherics as ‘‘the
conscious designing of space to create certain buyer effects, specifically, the
designing of buying environments to produce specific emotional effects in
the buyer that enhance purchase probability” (Kotler, 1973). In the previous
study, atmospherics in is perceived as any component of websites created
by the hotel industries to attract the tourists worldwide along with the
individual’s perceptual field and that stimulates its acoustic and visual
senses. Eroglu et al. (2003) demonstrated that site atmospherics have a
positive impact on pleasure and arousal and both of which have a
subsequent positive effect on satisfaction and approach/avoidance
behaviours. The conscious designing of web environments makes a hotel
perfect to create the positive emotion of web users to increase responses
from consumers. Thus, it has been suggested that this study was
operationalized as the “stimuli,” millennials’ emotional reactions as the
“organism” and approach/avoidance behaviours as the “response.”

Furthermore, the model stimulus- organism- response (S-O-R) have

significant impact on atmospheric cues such as music were carried out by
Hui, Dube, & Chebat, 1997; Yalch & Spangenberg, 1990), lighting (Golden &
Zimmerman, 1986), scent (Bone & Jamtrania, 1992; Spangenberg, Crowley,
& Henderson, 1996), and color (Belizzi, Crowley, & Hasty, 1983). Similarly,
to other discipline, this traditional in-store stimulus, these online
atmospheric cues (e.g., colors, graphics, layout, and design) can provide
information about the retailer (e.g., the quality or type of retailer, the target
audience of the retailer) was attempted by Donovan and Rossiter (1982),
Eroglu et al. (2001) based their model of online atmospherics on the S-O-R
model from environmental psychology. However, Amara (2016) found
different components of the atmospheric cues’ website can be classified into
these categories namely cues related to the suitability of the use of the
website, and the cues associated with the hedonistic and sensory and finally
the virtual agents of the website. Indeed, similar findings by Amara (2016)

46
did supported some variables or factors uses in this study namely
entertainment, the informational content (informativeness) and easiness of
navigation (ease of use).

This study empirically proposes the external inputs from exposed

environment (stimulus) consists of atmosphere cues of website (AQW)
which is from three components independent variables such as
informativeness, effectiveness and entertainment. There are over 60 studies
that demonstrate relationships between store atmospheric cues and
consumer behaviour and perceptions of retail products, store approach and
consumers’ spending (Ardiansyah, 2018; Richard, 2005; Turkey & Milliman,
2000; Donovan et al., 1994; Obermiller & Bitner, 1984; Donovan and
Rossiter, 1982). Richard (2005) points out that atmospherics is defined as
“intentional control and structuring of environmental cues” or “conscious
design of space to create certain buyer effects” (Kotler, 1973).

Web atmosphere helps the consumer to feel the internal and external
environment of the hotel context. It has the aim to make consumer revisit
or browse their websites (Zafiropoulos & Vrana, 2006). However, this web
atmosphere can also apply in property context as the visual appeal of
property website helps consumer may create positive emotional responses
in users’ mind, and it helps to increase the consumer responses for a longer
time as well as purchase intention in the future. Zafiropoulos and Vrana
(2006) have shown the vast “information services and dimensions”, where
they have included “surrounding area information” at the web service. Every
required data is detailed in that survey, which can play good advice to all
hotel websites. Furthermore, the more information provided in the online
property website or platform and the more accurate and up to date is the
data, the more time consumers would spend time reading and analysing the
information, and the higher the chances of purchasing or patronized the
services (Al-Nahdi, Habib & Albdour, 2015). The above finding is consistent
with the study by Mazaheri, Richard & Laroche (2012), that consumers of
experience and credence-based services appreciate of informativeness and
effectiveness of the online website more than consumers of search services.

47
On the other hand, Richard (2005), points out that atmospherics is defined
as “intentional control and structuring of environmental cues” or “conscious
design of space to create certain buyer effects” (Kotler, 1973). This S-O-R
theory by Mehrabian and Russell (1974) is utilized as the guiding principle
to explain that people actively chose specific media for their specific needs.
According to McQuail (1993), that entertainment is valuable as it can fulfil
the audience needs for escapism, diversion, aesthetic enjoyment, or
emotional release. Millennials choose specific online website to fulfil their
needs due to their attitude of always being up to date with the current
trends or latest news in social media such as new properties projects in
Malaysia. Besides that, the S-O-R theory helps property developers and real
estate agency to plan and design their online websites well to develop
customer experience and to engage with consumers (Ngai, Moon, Lam et al.
2015)

In addition, Dailey (2004) and Milliman and Fugate (1993) supported the
definition of web atmospherics as the “conscious designing of web
environments to create positive effects and the website components that
stimulates one’s senses”. However, this broad concept can be divided into
two groups, which are highly task-relevant cues that enable the consumer's
shopping goal attainment and low task –relevant cues that are
inconsequential to the completion of the shopping task (Eroglu et al., 2001).
According to Richard (2005), web atmospherics cues identified as Stimuli
because the concern is to evaluate the impact of information content on the
other variables. Internet atmospherics cues are critical to site effectiveness
since visitors decide which web pages to browse, for how long, and how
much information to gather in Richard (2005) previous study.

2.5.1 Informativeness

Informativeness signifies as “amount and richness of information included

on a website, informativeness exerts an important influence over online
consumer attitude towards website” (Richard et al., 2010; Hausman &

48
Siekpe, 2009). Therefore, online consumers hope to acquire significant
information from online shop to enable them to settle on their purchase
products (Park and Kim, 2003). Hsieh et al., (2014) and Chen, Wigang and
Nilan (1999) point out that online consumers gain trust from their shopping
process with the useful information which consists of greater sense of
control and perceived dominance. According to Hoffman and Noval (2008),
informativeness is known as the “ability of a portal to make information
available to shopper”. This is because the quality of a products cannot be
determined before the actual purchase, the information provided by the
website is likely to influence purchase intention (Bonn et al. 1999; Rowley,
2000; Watchravesringkan & Shim, 2003. Therefore, the consumers’
intention to search for information via a website is positively related to their
intention to purchase from the website. It was reported that millennials
generation that does not need and authority figure to gain access to
information, resulting in a unique and advanced group of workers (Ordun,
2015). However, Espinoza et al., (2010), indicate that millennials generation
are the first generation connected to internet, social media, and leading
technology enthusiasts.

Study by Richard et al.,(2010), found that informativeness focuses on the

site as an interactive provider. Intelligent, resourceful, knowledgeableQ are
adjectives that are used (Maddox, 1998; De Pelsmacker et al., 1998). The
evidence from the study suggests that the effectiveness of information
content since visitors decide which Web pages to browse, for how long, and
how much information to acquire. The characteristics of products and sites
encountered early in online browsing influence the visitors’ levels of arousal
and pleasure, and therefore their responses. Menon and Kahn (2002) show
that if starting experiences encountered by surfers in a simulated Internet
shopping trip are high in pleasure, there is an influence on site attitudes and
surfers engage in more arousing activities such as exploration and
tendencies to examine new products.

49
Furthermore, Razali & Juanil, (2008) supported that the growth of internet
usage in property business related to the services and information offered in
the online property websites by the property developer companies. Thus,
most of the property businesses in Malaysia are still in the infancy stage of
using online internet as a tool in business (Razali et al., 2008). Apparently,
the internet is one of the tools that could be utilised as a strategic
development in business to compete in the very competitive property
industry. Thus, internet use by property sector or related companies could
evolve from static brochure sites to process management sites that create
efficiencies in the workflow process (Muhammad Najib Razali, 2010;
Jennifer Rowley, 2005; Dermise, 2004). Furthermore, the e-business sector
comprises companies which deliver digital technology products and services
as a significant part of their core business or use digital technology as their
primary channels to market (Dixon & Marston, 2005; Kajalo & Lindblom.
2015). E-business concept known as the transactions using technologies
such as e-work, eCommerce and eGovernment and enables property
developers create online database systems, property descriptions, property
overview (photographs), statistical reports and links to affiliate companies.
However, the online property websites are still unable to perform sold
online transaction comparably to tourism industry which can sold online and
moves towards electronic conveyancing.

Informativeness refers a statement to be perceived as informative by

customers (Taylor, Lewin, & Strutton, 2011). Based on the research by Gao
and Koufaris (2006) informativeness eliminates the uncertainty about a
product, it has a great importance especially in advertising (Yusuf, Che
Hussin & Busalim, 2018; Cheng & Ho, 2015; Filieri, 2015). Information is
the key to success in property business that connect buyers to sellers, or
lessors to lessees, through the control and dissemination of information
provided to them by both parties. (Bamidele et al., 2018; Littlefield, Bao, &
Cook, 2000; Ducoffe, 1995). Thus, price or value, quality, performance,
components or contents, availability, special offers, taste, packaging or
shape, guarantees or warrantees, safety, nutrition, independent research,
company research and new ideas constitute Resnik and Stern’s (1977)

50
informational cues. Crowston and Wigand (1999) supported that property
agents and valuers are pure market intermediaries who form this
connection are regards as individual who provide the information and skills
to ensure the success of the property transaction such as enlisting,
searching, evaluating, negotiating and execution. Property industry is a
promising setting form studying electronic commerce because it is an
information- intensive and information-driven industry; transaction-based,
with high value and asset -specificity; with many market-intermediaries
(agents and brokers who connect buyers and sellers rather than buying or
selling themselves); and experiencing on-going information technology (IT)
related changes (Crowston & Wigand, 1999).

Moreover, the information overload is defined as the circumstances when

consumers feel overwhelmed with undesirable data especially when mobile
devices have limited screen real estate and poor-quality information (Bertan
et al., 2016). However, the overload of information in the mobile apps or
internet apps can be solve by app publishers by add a filtering feature of
unnecessary information and only displays relevant information for the app’s
users whether it is a mobile apps or other devices (Wang and Wang, 2010).
On the other hand, Kim, Wang and Malhouse (2015) supported that if an
online property website provides information that fulfils consumers’ needs
(e.g price of the property, location, features, design, and tenure), trust will
be built, which increases the value to the property developer and deciding
to continue to use the online property websites.

Informativeness also relates to the information quality that provides by the

websites such as correctness, integrity, clarity, reliability, and
comprehensibility of the details about the products and services offered by
the online property websites (Boonsiritomachai & Sud-On, 2020; Chen and
Chang, 2018). Prior research studies found that quality of information have
clear benefits over their competitors and to influences the level of individual
and brand awareness (Chen & Chang, 2018; Rezaei & Dhahijan, 2017;
Bertan et al., 2016; Berreda et al., 2015). High–value information in the
online property website can stimulate consumers’ understanding of the

51
property developer’s websites, and it can eventually keep consumers loyal
to their favourite and specific property websites. Subsequently, the
consumers will recommend the specific online property websites to their
friends, families, and other users, which increases the number of users to
use online property websites. However, If the information offered by the
property developers have low- quality information, consumers will certainly
not use nor advice others on its use (Pocatilu et al., 2015).

The research study by Prashar, Sai Vijay & Parsad (2017) also found there
exist two steams in literature related to the portals’ environmental features
which comprises of 1) interface features (colours, font, text size and music)
(David, Want & Lindridge, 2008; Eroglu et al.,2003), 2) assessment and
evaluation of website’s characteristics such as informativeness and
effectiveness (Hoffman and Novak, 1996). The finding is consistent with
findings by Chen and Wells (1999) that described informativeness as the
capability of a portal to make information available for users to look out for
information and purchase good/ services by spending little time and effort.
In addition, the current, precise, and pertinent information provided by web
portals or websites will decrease users’ time and energy spend on searching
information, which in turn help them attain enjoyable experience (Kim & Li,
2009). Thus, this study deliberated the relationship of users experience
about informativeness with consumers intention to use online property
website to look out for property information.

According to the conceptualisation by Meel & Vishwakarma (2019) and

Stieglitz & Dang-Xuan (2013), consumers can engage with informativeness
through the online platform by just clicking and reading the content without
‘liking’ it, commenting on it or sharing it (Osei-Frimpong & McLean, 2018).
Recent evidence shows that the positive contribution of customers toward
the usage of online property websites such as likes and comments, is
influenced by information content (Cvijikj & Michahelles, 2013; Gutiérrez-
Cillán et al., 2017; Gavilanes et al., 2018), clicks and shares (Gavilanes et
al., 2018). Millennials generation are often characterized as being
confident, competitive and lives in an environment surrounded by

52
technological devices, which have been part of their life (Kam, Lim, Al-
Obaidi & Lim, 2018; Black, 2010). Millennial generation perceives
technology as a key aspect that distinguishes them from other generation
because the internet and social networking sites, such as Twitter and
Facebook have eventually become a vital communication medium to
millennials group (Taylor & Keeter, 2010). Thus, millennials hold a relatively
high informativeness content deliberately towards the usage of technology
devices and social networking sites (Black, 2010; Taylor & Keeter, 2010).
The finding is consistent to recent evidence shows that informativeness
content influences consumers’ positive contribution on social media
networking by clicking the likes, shares and comment (Gavilanes et al.,
2018; Gutiérrez-Cillán et al., 2017; Cvijikj & Michahelles, 2013). In contrast,
the study by de Vries et al., (2012) indicated that no significant relationship
between informativeness content and positive contribution on flow
experiences, such as the number of likes or comments. However, there is
disagreement about whether informativeness has significant relationship
between informational content and positive contribution on flow experience,
such as the number of likes or comments towards intention to use online
property website among consumers, specifically millennials.

Several economic and societal changes are producing the digital revolution.
The property sector, characterised by high-informative and intangible-value
products, is one of the main sectors involved in these changes, both on the
supply and demand side (Pencarelli, Gabbianelli & Savelli, 2020). The
finding is consistent with findings of past studies by De Vries et al., (2012),
Cvijikj & Michahelles, (2013), Kujur & Singh (2017) have shown that
informational content for example about the brand or product, that
influences social media network specifically online website platform.
Furthermore, informative content enables the customers to evaluate the
content that attracts them to engage on SM (Osei-Frimpong and McLean,
2018).

Studies on online customer reviews in the information search process

presented by many websites such as retail websites, brand websites, review

53
websites and discussion forums in the virtual environments have an
important place in people life nowadays (Durkaya, 2020; Ghose & Ipeirotis,
2010). Thus, these reviews in the online platform is helpful for consumers
to help in their purchase decisions and appears as an important concept to
evaluate the effectiveness on the informativeness content in the websites
(Sun, Han & Feng, 2019; Singh, Irani, Rana, Dwivedi, Saumya & Roy,
2017). Singh et al. (2017; ) indicated that review informativeness is a
significant predictor of review helpfulness. They measured review
informativeness by the help of product and platform attributes.
Nevertheless, review informativeness was measured by using feature
extraction process, and the results shows that review informativeness has a
significant effect on review helpfulness. People can obtain information about
products by reading online reviews related to customers' product
experiences. The information regarding product experiences in these
reviews can help people for their purchase decisions. Furthermore, review
length, image count, review subjectivity, review informativeness and
sadness have greater impacts on review helpfulness for experience goods
than for search goods. Thus, it is comprehensible for review informativeness
to be an important predictor of review helpfulness in the internet online
platform.

In contrast, the study by Dholakia and Rego (1998) indicated that the
information content of web pages, per se, does not appear to attract visitors
even though specific product information is most often available in a site
(Raman & Leckenby, 1998; Shih, 1998; Bell & Tang, 1998; Dreze &
Zufryden, 1997). From the said literature it mean that the perception of site
content can be measured by how informative it is, if it provides detailed and
specific information on products or other relevant topics and yet the
consumers do not found interest to utilize the internet website (Huizingh,
2000). Despite prior evidence, Shim, Eastlick, Lotz & Warrington (2001) also
found consumers give much attention to informativeness content and
attracted by visuals. When the website is too much content with
informativeness and caused confusing or irritating, consumers become less
involved in its visit because the organization does assist them satisfy their

54
information needs, they are likely to develop avoidance behavior and leave
the site. Thus, informativeness had a negative relationship with site
attitudes. Even though there is updated, accurate and/or complete
information, consumers who considered the site as informative, useful,
and/or resourceful liked it less than those who did not, inducing the
development of avoidance attitudes. Central cues such as effectiveness of
information content and informativeness impact exploratory behavior
(Stevenson, Bruner, Kumar, 2000; Notani, 1997). When the information
presented suited consumers and is accurate, complete and up-to-date
(content), they scroll and browse in order to gather more information.
However, when the site is useful or resourceful to them (informativeness),
this relationship is negative, which means that, as expected,
informativeness reduced the extent of browsing.

Property website is used to obtain various information and used to interact

with people. Property website is an extension of the traditional media
broadcast medium (Cherif, 2014; Dermisi, 2004). However, it is interesting
to note that information content about the product and services results from
the property website in a lower level of engagement compared to
entertaining content in previous research (Cvijikj and Michahelles, 2013).
This is because this type of content could be pushing customers to buy,
which can be less attractive. After all, it can appear compulsory or
aggressive to flow experience (Kwek et al., 2014). Informative content,
however, was found to improve the engagement of the content, especially
when coupled with creative, interactive concepts and indirect brand selling.
It is therefore important to understand the content of information and other
elements (e.g., interactivity and soft-selling) that may affect the context of
flow experience, especially positive contribution behaviour. This research
suggests that information content influences the positive experience of
online flow and the passive, moderately active experience of flow, such as
likes, comments, clicks and content sharing. Therefore, it is hypothesized
that:

55
H4: Informativeness has a positive significant relationship with atmosphere
cues of website (ATQ)

2.5.2 Effectiveness

Effectiveness is regarded as the degree to which something is successful in

producing the desired result; success (Richard, 2005; Eroglu et al, 2003;
Bell & Tang, 1998). Richard (2005) also found that effectiveness of the
information contained in the reflection of the degree to which information is
accurate, up-to-date, available, complete, and relevant to the internet users
(Bell and Tang, 1998). According to Richard (2005), effectiveness of
information contained is the reflection of the degree to which information is
accurate, up-to-date, available, complete, and relevant to the Internet users
(Bell and Tang, 1998). Moreover, Huizingh (2000) pointed out that the
“perception of site content can be measured by how informative it is, if it
provides detailed and specific information on products or other relevant
topics”. However, Dholakia and Reggo (1998) argued that “information
content of web pages, per se, does not appear to attract visitors”.
Therefore, consumers more easily identify and recall websites that satisfy
their needs and provided them the effective information as needed (Ahuja,
Gupta, & Raman, 2003; Hoffman, Novak, & Peralta, 1999; Ni & Ho, 2005;
Zeithaml, Parasuraman, & Malhotra, 2002; Zhang & Prybutok, 2005; Zhang,
Prybutok, & Huang, 2006).

This is in line with previous studies conducted by Marjerison & Hu (2021)

and Aghdaie, Piraman & Fathi (2011) that the integrated and “one -click”
online payment system has become an indispensable gesture because
vendors and creditors realize its growing importance as a foundation to
improve their information infrastructure and to achieve operation
effectiveness and efficiency. Consumers, agent property or millennials users’
needs to buy token when they want to use online property website such as
www.mudah.com to put their property along inside the mudah.com
advertisement website. Nevertheless, sometimes there may occurred
variation in customers’ acceptance of online payment methods due to

56
different characteristics among customers and web-systems both sides’
perspectives and technology factors (Marjerison & Hu 2021; Aghdaie,
Piraman & Fathi, 2011). Therefore, effectiveness of the web-system and
operating efficiency regardless acceptance of online payment methods must
take into consideration and improve its effectiveness.

Mazaheri, Richard, & Laroche, (2011) supported that effectiveness of

information content positively influence site informativeness in their studies
related to online consumer behaviour between Canadian and Chinese
website visitors. However, in online contexts site informativeness also
shown positive impacts towards purchase intention due purchasing
decisions are directly impacted the information used (Keaveney and
Parthasarathy, 2001). Therefore, the ability of as website to produce
information influences purchase intentions because the information provided
on the site is accurate, relevant, up-to-date and customers perceive the site
as more informative. The finding is consistent with the study by Mazaheri,
Richard & Laroche (2012), which latent effectiveness derived from second
category from site atmospheric cues (effectiveness) variables. As the result
of the effectiveness performed by the website design its successfully
interface the features such as text colour, size, background colour and
music which considered as “visual” and “aural” in the Canadian and Chinese
website visitors.

In contrast, Mazaheri, Richard & Laroche (2011) concluded that site

effectiveness do not support the influence on site involvement (flow
experience) in the online consumer study comparing between Canadian and
Chinese customers based on Hofstede’s (1991) culture value dimensions
(Hofstede, 1980). Prior evidence shown that for some services,
effectiveness of information content may allow customers to obtain the
required information faster and more conveniently. In many cases, the
faster they get their information, the faster they leave the website and the
lower is their level of involvement (Mattila, 1999). The wide range of
services that we used might explain this contradictory finding (Moon,
Chadee & Tikoo (2008). Thus, from the literature said that the influence of

57
site involvement (flow experience) and service attitudes on purchase
intentions are not significantly different between the cultures. In addition,
the influence of site involvement (flow experience) and service attitudes on
purchase intentions becomes invariant between the groups because based
on the individualism/ collectivism dimension, relationships to be stronger for
Canadians compared to Chinese population.

Meanwhile, effectiveness emphasized on consumers’ perception, not the

intention of the site designer which consistent with Mazaheri et al., (2011),
two high task-relevant cues (site effectiveness). In line with Mazaheri et al.,
(2011), this study intention to use online property website examine the
impact of the millennials perceptions of site effectiveness while using the
property developer platform while look of for property information. This is
consistent with the study from Mazaheri et al., (2011) and Keavency and
Parthasathy (2001) that positive influence of site effectiveness and site
involvement (flow experience) in their previous studies. Mazaheri, Richard &
Laroche (2012), pointed out that site involvement can be considered as a
situational involvement when consumers interact more with the web site
and try more interactive functions (Yoo & Stout, 2001) or similar with the
function experiencing using the online website. In other words, site
effectiveness is expected to impact intention to use or purchase decision are
directly impacted by the effectiveness of information they use. Therefore,
intention to use are referred to consumers’ initiations to make an initial
online/offline purchase or intention to use from a service provider
(Schlosser, White & Lloyd (2006). Therefore, it is hypothesized that:

H5: Effectiveness has a positive significant relationship with atmosphere

cues of website (ATQ)

2.5.3 Entertainment

Many recent studies (Manthiou, Chiang, & Tang, 2013; Agichtein, Castillo,
Donato et al. 2008; Babin and Attaway, 2000; Brown et al., 2003;

58
Korgaonkar and Wolin 1999 Mcquail (1993)) have shown that entertainment
such as enjoyment, emotional enjoyment, aesthetic enjoyment and being
amused and entertained influence flow experience. It has been
demonstrated that entertainment content enables the consumers to
evaluate the content that attracts them to engage on online property
website among millennials (Manthiou, Chiang, & Tang, 2013; Agichtein,
Castillo, Donato et al. 2008; Babin & Attaway, 2000 Mcquail (1993).
According to Richard (2005), the concept of entertainment in Stimulus
Organism Response (S-O-R) framework also extended the impact on site
attitudes because site entertainment can be considered as a low task-
relevant atmospheric cue. Mcquail (1993) also found that entertainment is
precious as it can meet the consumers’ needs for emotional release,
diversion, and escapism. Based on the S-O-R theory, the stimulus of e-store
content is considered to influence consumers’ emotional states in the e-
store, that is the shopping entertainment (Floh & Madlberger, 2013).

Previous studies have primarily concentrated on the website design affect

consumers’ decision making and perceived level of enjoyment, including
visual aids and aesthetics and information organization. Several empirical
examples in the relevant literature support the proposed relationship
between information quality in e-stores and their customers’ shopping
enjoyment Based on the S-O-R theory, the stimulus of e-store content is
considered to influence consumers’ emotional states in the e-store, that is
the shopping entertainment (Floh & Madlberger, 2013). The website
programmers or developers regularly develop interesting themes, graphical
information, flashy and attractive layouts to boost the entertainment value
on the website. As the result, the online entertainment website becomes
more fun, imaginative, and cool (Chen and Wells, 1999). Thus, the increase
in the value of entertainment in the online website encourages consumers
to explore the website even more.

As stated by Ducoffe (1996) and McQuail (1983) that entertainment value

creates a positive impact on the consumer and meet the fulfilment needs for
enjoyment, excitement, pleasing and fun to use. Providing entertainment in

59
the online website is generally believed as an effective way of catching the
attention of target consumer but it might not be sufficient if the persuasion
of customers for purchasing the related product and services. However, the
amount of entertainment is a parameter that e-commerce needs to keep in
mind because the intention to catching the consumer attention is one of the
crucial parameters for online businesses (Teixeira et al., 2013; Chandon et
al., 2007). To illustrate, Tellis (2004) investigated the lack of interest and
avoidance among consumers when surfing an internet website shown that
the lack of entertainment is the major reason for the ineffective online
platform of the website.

Korgaonkar and Wolin (1999) analysed the motivation and online behaviour
of 420 internet users and their results found that consumers conduct
internet searches not only for information gathering but also for
entertainment and escape. Similarly, Brown et al., (2003) found significant
differences in online consumers that recreational shoppers tend to explore
more product information than consumers with utilitarian shopping motives.
Prior studies by Espinoza et al., (2010) indicate that millennials have been
leading technology and innovation provide more than a bottomless source
of entertainment in their social lives. As stated by Tafesse (2015) & Dolan,
Conduit, Fahy & Goodman (2016) that the numbers of shares by the
millennials are associated with the uniqueness and entertainment of the
specific online property website platform. Thus, entertainment value could
help influence millennials’ purchasing, leasing, selling decision because it
could change their perception and mood while flow experience is referring
as organism (O) influence millennials decides based on their surrounding
situation such as smell, touch and see (Chang et al., 2011). Also,
entertainment is the main factor affecting the behaviour of social network
users than other properties (Lin & Lu, 2011; Kim & Ko, 2010; Sledgianowski
& Kulviwat, 2009).

A research finding by Dolan et al., (2016) concluded that entertainment

content facilitates active, positively valence intention to use or purchase
products or services. Based on the literature review conducted, the causal

60
relationship between entertainment and flow experience can be assumed.
Substantially, entertainment elements have been widely used in advertising
contexts such as product announcement, current product display,
organization branding, sweepstakes and contests, sales, customer feedback
and infotainment (Gavilanes et al., 2018; Kam, Lim, Al-Obaidi & Lim, 2018;
de Vries et al., 2017; Luam, Lin & Chiu, 2015; Bujang, Jiram, Abu Zarin &
Anuar, 2015; Cvijikj & Michahelles, 2013; Black, 2010; Eighmey & Mccord,
1998). Although this construct variable has been found useful to serve
widely in advertising contexts, however, entertainment has been found to
apply in other contexts as well. It is postulated that consumers are
responsible for choosing their online platform to meet their needs and
satisfaction. Besides, entertainment value influences millennials to use the
property website in searching their desired property information as they feel
that the environment and performance of online websites are considerably
interesting and enjoyable while using the online website is mediated by flow
experience.

Guo, Liu, & Liu (2016) pointed out that flow experience had mediating roles
effect in the government social media (GSM) as a stimulus in the SOR
framework, and, subsequently, the formation mechanism of continuance
intention. In the study by Mazaheri, Richard & Laroche (2012), pointed out
that site involvement can be considered as a situational involvement when
consumers interact more with the web site and try more interactive
functions (Yoo & Stout, 2001) or similar with the function experiencing
using the online website. The purpose of site entertainment is to provide an
environment that encourages consumers to stay longer and explore
different features. By using flashy and graphical information can even help
consumers evaluate the goods or services. An entertaining online website
would encourage the consumers of credence- and experience-based service
to be more involved with the website and impact their site attitudes.
Moreover, consumers of search-based services know what type of
information they need, and the level of site entertainment is not expected to
impact their site attitudes and involvement as much as it does (Mazaheri,
Richard & Laroche, 2012). It is, indeed, a vital dimension in online property

61
marketing because the designs of online websites by the property
developers are also important to attract consumers.

On the online property website, the element of fun, excitement, pleasure,

and enjoyment can be felt through the entertaining content (Holbrook &
Hirschman, 1982). As stated by Eighmey (1997), a successful website is
accomplished through the intersection of information and entertainment
suggesting both are important for positive evaluations (Azam, 2015).
However, Seo & Park (2018) discovered that customers see entertainment
as
less an important component for the online website context. Hence, it is
suggested that entertainment content may influence flow experience among
millennials’ intention to use online property website. This is consistence with
the evidence found by Gutiérrez-Cillán, Camarero-Izquierdo, & San José-
Cabezudo, (2017), Luarn, Lin, & Chiu (2015), de Vries, Gensler & Leeflang,
2012; Gensler & Leeflang (2012) that entertainment content does not
positively affect the flow experience based on the numbers of likes and
comments. In contrast, the study by Sherman, Hernandez, Greenfield &
Dapretto, 2018; Triantafillidou & Siomkos, 2018; Lin, Swarna, & Bruning,
2017) present that the entertainment positively contribution to flow
experience such as likes comments and shares of the content posted on an
online property platform brand page (Sherman, Hernandez, Greenfield &
Dapretto, 2018; Triantafillidou & Siomkos, 2018; Lin, Swarna, & Bruning,
2017). However, Cvijikj & Michahelles (2013) and Luarn, Lin, & Chiu (2015)
only discovered that entertaining content positively influences likes. The
greater number likes will determinant the consumers have positively had
higher possibility to use online property website through flow experience in
the past.

As found by Woltman Elpers & Pieters (2003), amount of entertainment

usage as ‘’entertaining, warm, and playful material that makes the
commercial pleasant to watch’’ whereas, Aaker and Bruzzone, in 1981
defined the entertainment in ads as lively, amusing, imaginative and clever
content. In a common belief, the entertainment factor of an online website

62
affects the emotions of the target customer even if they have no intention
to actualize the purchase of the related product or service. However, with
the change of generations cohorts, influencing and persuading the
millennials has been getting harder. Needs and demands of the new
generations have been evolved and therefore advertisers and marketers
must find new ways for reaching their messages. Many studies found that
millennials use the internet website with entertainment figures, feel the
sense of humour, pleasure and do not think that there is a product or
services that is tried to be marketed to them. In summary, the consumer
reaction towards virtual reality shopping malls felt the enjoyment feeling
and likeability the intention to visit the online sites are seen higher. Thus,
enjoyment has a positive impact on the flow experience value on the web
intention to use by evaluating pleasure, excitement, and entertainment
factors (Ducoffe (1996).

Park and Young (1986), pointed out, an impact of entertainment such as

involvement of background music can increase the site entertainment value
especially in a television advertising context. The stage of entertainment of
website can arouse online consumers’ responses, represent various
components of the web pages such as pictures, music, and colour (Richard
et al., 2010; Richard, 2005; Raney et al., 2003). Hsieh, Hsieh, Chiu & Yang
(2014) point out that “website that offers a high level of entertainment
induces online customers' stimulation and active online shopping
behaviours”. Thus, entertainment value could help influence millennials’
purchasing, leasing, selling decision because it could change their
perception and mood while they scroll through photos to get information
about the property information such as location, size, pricing, and others.
From the literature, it can be said that entertainment value influences
millennials to use the property website in searching their desired property
information as they feel that the environment and performance of online
websites are considerably interesting and enjoyable while using the online
website. Moreover, entertainment is the antecedent of arousal when online
customers visit a website, its entertainment relates positively to the arousal.
This content is evident that entertainment complement to the stimulus (S)

63
that initiates customer reactions, align the reactions of consumers to make
clear individual perceptions and emotions concerning the external stimuli. In
summary, flow experience is created when individuals achieve concentration
effortlessly and experience enjoyment while completing a certain task or
objectives that require responses and feedback, at the work, home, in
leisure, or social situation.

Throughout the S-O-R model, the stimulus was defined as an influence that
stimulates the individual and factors that affect the internal states of the
individual. In this study, entertainment is the influence that stimulated the
consumers and factors that affect the internal states of the individual based
on the flow experience in the use of online property website. From the
literature, it can be said that providing entertainment in online property
website is generally believed as an effective way of catching the attention of
the consumer, but it might not be sufficient if the persuasion of customers
for purchasing the related product and services. Also, research by Yang and
Smith (2009) has revealed that creative entertainment has a positive impact
on purchase intentions by decreasing the resistance levels of customers’ for
being persuaded. Therefore, by using well-designed entertainment figures in
ads provides a great advantage to advertisers by skipping this initial stage.

As discussed earlier, entertainment is one of the new constructs integrated

into the S-O-R framework adopted from the Chen and Wells (1999)
literature review. Consumers visit sites not only to search for products or
services, but also to have rich, entertainment experience (Valacich,
Parboteeah, & Wells, 2007). Dolan, Conduit Fahy et al., (2016) pointed out
that there are four types of content influence the e-commerce specifically
online websites: (a) entertainment content (fun and entertaining), (b)
informative content (resourceful and helpful information), (c) remunerative
content (rewards), and (d) relational content (integration for social
benefits). Furthermore, Mazaheri, Richard, & Laroche, (2012) pointed out
that site entertainment is positively associated with (a) site attitudes and (b)
site involvement (flow experience) in this study. Flow experience is referring

64
as an organism (O) and as a mediator for the consumer in this study to
make judgements and decision- making system because when a consumer
makes a decision based on their surrounding situation such as what they
touch, see, listen and smell (Chang et al., 2011). Richard (2005) found that
site entertainment can be considered as a low task-relevant atmospheric
cue and have a significant impact on site attitudes in the S-O-R framework.
Flow experience is generated when people easily achieve concentration and
enjoyment while performing a certain task or goals that require answers and
feedback, at work, at home, in leisure or social situations (Csikszentmihalyi,
1997). The entertainment variable has a positive impact on the intention to
use due millennials characteristics that can be described as trendy,
technologically savvy, and youthful (Harun & Husin, 2019). However, it
should be noted that not all content is expected to exert the same degree of
influence on the flow experience on consumers ‘intention to use online
property website.

Entertainment in social media marketing has a positive influence on

millennials’ online purchasing behaviour of low involvement products (Harun
and Husin, 2019). Despite prior evidence, millennials commonly labelled as
a job-hopper, who willing to change their careers several times (Kam, Lim,
Al-Obaidi & Lim, 2018; Cheong, Dayang Hasliza & Desa, 2011; A Taylor &
Keeter, 2010). Therefore, these drives millennials do not want to feel
pushed into purchasing products or services that involve with entertainment
content. However, entertainment element has been shown to positively
influence consumption in engagement behaviour such as viewing, reading
and clicking on the content of the property website (Triantafillidou and
Siomkos, 2018; Muntinga et al., 2011; Cvijikj and Michahelles, 2013).
Furthermore, Heinonen (2018) and Kujur and Singh (2017) concluded that
entertainment element influence intention behaviour to use social media
tools and consistent that the entertainment influences the millennials to
patronizing, consume and has shown positive contribution towards the
intention to use online property website. Hence, in this study, there are
conflicting findings on whether entertaining content positively or negatively

65
influences towards intention to use online property website among
millennials. Accordingly, the following hypotheses are constructed:

H6: Entertainment has a positive significant relationship with atmosphere

cues of website (ATQ)

2.6. Flow experience and intention behavioural

Flow experience is referring as organism (O) and as a mediator for

consumer in this study to make judgements and decision- making system
because when a consumer makes decision based on their surrounding
situation such as what they touch, see, listen and smell (Chang et al.,
2011). Guo, Liu & Liu (2016) pointed out that flow experience had
mediating roles effect in the government social media (GSM) as a stimulus
in the SOR framework, and, subsequently, formation mechanism of
continuance intention. Flow experience is defined as people’s feelings or
psychological state, cognitive state and experience state that invoke such
strong desire that users wish to repeat it during internet based activity
(Finneran & Zhang, 2005; Hoffman & Novak, 1996; Csikszentmihalyi &
Csikszentmihalyi, 1992). Flow is defined as a perceived state of effortless
action, loss of time and a sense the experience emerges as exceptional,
compared to everyday activities (Csikszentmihalyi, 1997). Despite increasing
importance of online website platform interface in the dynamic online
environment, little research has investigated how websites’ environmental
stimuli can optimize flow experience for the customer (Carlson
& O’ Cass, 2011; Choi, 2019).

In contrast, Borrie (1995) concluded that flow experience within an

environment are based partially on the interpretation of stimuli within that
environment by the individual – a person- environment transaction.
Therefore, the quantity of involvement and/or flow experience could depend
upon how strongly the individuals a attached to the stimuli, activities, or
events and how much the online service environment attracted and hel
customers’ attentions (Jeon, Jeong & Lee, 2020). More recently, Mahfouz,

66
Joonas, & Opara (2020) pointed out that engaged users may experience
flow during an immersive, online activity (Kaye, 2016). Thus, this
engagement can be classified across four models which one of the models
relates to flow. The four models are 1) human versus machine, 2) apparent
versus transparent, 3) adaptive communication and 4) flow. In addition,
Mahfouz, Joonas, & Opara (2020) showed that individuals are engaged
actively and communicating with a system or devices. With the same
objective, Nah, Eschenbrenner, DeWester & Park (2010) found interface is
virtually transparent since users are immersed in the activity and oblivious
to their surroundings. Table 2.5 shown several flow theory characteristics
and experience description from the previous studies (Mahfouz et al., 2020).

Jeon, Jeong & Lee (2020) indicated that flow experience in the virtual
environment is found to be a strong mediator in the relationship between e-
stimuli and emotional states or experience (Candi, Jae, Makarem & Mohan,
2017; Sreejesh & Abhilash, 2017). As said in the literature that customers
are stimulated by any environmental cues, they tend to become fully
exposed to the online setting until they achieve emotional satiety.
Therefore, there are direct significant relationships between e-stimuli and
emotion and between e-stimuli and satisfaction. This phenomenon has been
widely observed when the flow experience has been introduced in these two
sets of relationships, the strength of the relationship between stimuli and
flow experience becomes stronger than any prior direct relationships. Since
flow experience is a key predictor of emotion and satisfaction, it is of great
importance for property developers to sustain key features of e-stimuli on
their websites focusing on social presence, layout and design and
atmospherics.

Table 2.5. Flow experience characteristics

Flow experience characteristic Description

Integration Feelings of self being in union with others
Differentiation Feelings of uniqueness of self
Autotelic state Post flow Intrinsically motivated action done for its
experience own sake

67
 Dissolution of self-
consciousness
Perceived time distortion
Attention on the task-at -hand
Control
Union o awareness and action
Challenge = skills
Specified goals and objective
Source: Mahfouz et al., (2020) and researcher’s own construction (2020)
Feelings of transcendence to a greater
purpose
Perception of time as fleeting
Deep concentration given to tasks-at-hand,
ignoring irrelevant input
Perceived sense of control during the
interaction or activity
Merging of oneself with the experience
Opportunities to take action, along with an
individual's ability to take action
Clear tasks with instant response and
feedback

Amara (2016) found web atmospherics cues components have impact on

the behaviour of the e-consumer. The impact of this bundle of atmospheric
cues on the nature and outcomes of an online shopping has been analysed
and tested by researchers based on the Stimulus- Organism- Response (S-
O-R) paradigm. Based on all findings about web atmospherics,
psychological response of the consumer and the flow experience, a model
by Amara (2016) has been developed. This model intends to help in
examines the role of the atmospheric cues in the virtual context and in
identifying the principles of the online shopping experience. (Lemoine,
2012; Degor & Deschodt, 2006; Dailey, 2004; Novak & Hoffman, 1997;
Novak & Hoffman, 1996; Csikszentmihalyi, 1990).

Previous studies, related to online context have analysed the interaction

between consumers with the media by using the ‘the flow’ variable to
properly trace the interface customer-machine to have clear understanding
on e-consumer behaviour (Amara, 2016; Novak, 2000; Novak & Hoffman,
1996; Trevino, Webster & Yung, 1993; Trevino & Webster, 1992; Ghani,
Supnick & Rooney, 1991; Csikszentmihalyi, 1977). However, other studies
assess the quality of the online website e-commerce design that creates a
memorable and enduring consumption experience has been emphasized
(Choi, 2019). This has also been explored in prior studies by Pine & Gilmore
(1998) that today’ s new and cutting-edge IT have generally encouraged
consumers’ experience and have been required to render far more
immersive experience which increases the demand for the goods and
service. It is a degree of influence, power, realization, outcome and feeling

68
of dominance when visiting the website (Ilijevski, 2016; Loureiro, 2015).
The said literature supported that organism (O) refers emotional and
cognitive states that consumer’s experience when visiting the online website
such as property platform. Therefore, organism is made up when interacting
with the website, users try to understand the environment before making
any judgement, decision, and evaluation. In summary, the website stimuli
cause a change in the users’ internal state of mind.

In addition, property companies or property industries around the world

have directly developed and provided various information services (IS) that
provides consumers with information and joyfulness and ultimately enhance
their experience. In this situation, to remain competitive, it is imperative for
property developer to invest time and money to design develop and
maintain high quality property platform. Online property platform is a place
where people can collaborate online, get advice from trusted individuals,
find properties and services, and then purchase them through brokerage or
owner or seller of such said property. However, previous studies have been
interested in platform quality and have focused mainly on defining and
operationalizing the concept (Hajli, 2014; Stephen & Toubia, 2010).

More recent studies, flow experience has also been investigated in the
context of information technologies and computer-mediated environments
and has been recognised as possible metric of the online consumer
experience (Novak, Hoffman & Yung, 2000 Ghani and Deshpande 1994).
Also, consumers often engage in product search and undertaken it as
window shopping because it is fun to go for information gathering
independent of specific needs or purchase decisions (Bloch, Peter, Daniel
Sherrell, Nancy Ridgway, 1986). However, Koufaris (2002) found that online
consumer and offline counterpart have different thinking and act differently
while online consumers cannot depend on all five senses to make
purchases; instead, they must rely on limited product representations such
as photographs and text descriptions.

69
Nowlis and McCabe (2000) and Novak et al., (2000) also found that the
representation of the product online indeed the overall quality of the
shopping online as well as intention to buy or use. Thus, many of the online
property firms cannot rely on enticing product displays in the property
websites instead need to depend on well-designed Web pages and powerful
Web features, such as recommender systems and one-click checkouts.
Furthermore, the online consumer may also have a different social and work
environment than the offline consumer because the intention to use online
property websites is influenced by the level of the consumer’s lack of leisure
time, as in offline shopping and level of their wired lifestyle (Bellman,
Steven, Gerald L. Lohse, Eric J. Johnson, 1999).

Lew, Tan, Loh, Hew & Ooi (2020) mentioned that mobile wallet has become
disruptive innovation especially in Malaysian hospitality industry when flow
as an enjoyable experience in paying full concentration when performing a
task (Getzels and Csikszentmihalyi, 1975). Moreover, individual becomes
highly concentrated and filter out unrelated thoughts, perceptions and ideas
when experiencing flow. Previous studies indicate that the periphery of their
consciousness gradually shrinks, and they only respond to specific goals and
immediate feedback (Chen & Yao, 2018). Therefore, to understand the role
of flow in adopting the online property website in property industry is
essential in this study. This is because online property platform uses less
time to complete a transaction which could be a reason for enjoyment
(Chen & Yao, 2018).

Much research on flow experience when investigating the interaction

between customers and technology (Mahfouz, Joonas & Opara,2020; Tan &
Ooi, 2018) especially in the tourism and hospitality industry. In recent year,
research on flow experience has been perceived as a desired intrinsic
reward when performing an activity and serve as one of the important
constructs in technology use research within hospitality industry
(Rauschnabel, Rossmann & Tom Dieck, 2017; Nusair & Parsa, 2011; Ha,
Yoon, & Choi, 2007). According to an investigation by Van Noort, Voorveld
& Van Reijmersdal (2012), website interactivity creates numerous

70
opportunities for marketers to persuade consumers and receives attention in
the marketing literature. In another studies by Hoffman and Novak (2009),
examined influence of website interactivity on consumers’ cognitive,
affective, and behavioural responses: online flow experience, the website
user’s complete immersion in an online activity. However, to the best of
Van Noort et al., (2012) knowledge and notion that the flow experiences on
a specific website is the underlying mechanism by which cognitive,
attitudinal, and behavioural responses to an interactive brand website can
be explained.

Consistent to the findings by Van Noort et al., (2012), flow experience

mediates website interactivity effects on intentions behavioural and
regarded as an important concept for understanding online marketing
effects. Similarly, Shahpasandi, Zarei & Nikabadi (2020) supported that flow
experience has a direct effect on online impulse buying resulting an
effective management monitoring while securing online customers using
cognitive and affective factor. This is in line with previous studies conducted
by Acheampong (2016b), Park, Sharman & Rao (2015), factors such as
external environment, service, vendor, product characteristic, website
design and ease of use can contribute to consumers’ online purchase
behaviour

Wiafe, Koranteng, Kastriku & Gyamera, 2020 supported that flow

experience plays a mediating role and it produces indirect effects in
predicting continuance use of social networking sites (SNS) (Choi and Kim,
2004). The literature review shows that Theory Flow refers to the holistic
sensation felt by the individual when they act with total involvement
(Csikszentmihalyi, 1975). This has also been explored in prior studies by
Choi and Kim (2004) that consumer’s intention to use SNS games is
impacted by their optimal experience which is achieved through a user’s
personal interaction with the system or his/her social interaction with other
users. Seminal contributions have been made by Zhou (2013), Zha et al.,
(2015) and Agarwal and Karahanna (2000) that the consumer must perceive
a balance between the challenges and their technical skills to experience

71
flow within a specific task. Most studies as well as current work focus on
flow theory leads to a favourable attitude towards the hospitality and
tourism industry (Bilgihan et al., 2015) and IT/IS adoption (Zhou, Li and Liu,
2015).

Previous research has identified flow as a positive experience and support

the post-evaluation, judgement of satisfaction behaviour in the computer-
mediated environment (Zhou et al., 2010; Finneran and Zhang, 2005). Fu
(2018) indicate that online website is also regarded platform technology
that provide users a sense of safety during transaction (Chopra, Jha, & Jain,
2017); user perception rapidly increases platform usage amount; interaction
performance and favourable man-machine interaction that can provide the
user with the ideal use experience. According to Huang & Hsieh, 2011; Zhou
& Lu, 2011 & Kim, Shin & Lee, 2009), flow experience has been recognized
in online environments such as online banking, online gaming, and mobile
instant messaging. We can thus expect that flow experience will enhance
millennials continued intention to use an online property website platform in
Malaysia. Thus, flow experience which reflects the feelings of total
immersion and absorption in the experience (Triantafillidou and Siomkos,
2014; Zhou, 2012a; Lee, 2009). Consumers will make repeat purchases,
visits and recommend the website to others more often if they have a
positive attitude toward the website (Song & Zinkhan, 2003).

Study by Koufaris (2002) found that consumers perform certain task that
can elicit both emotion and cognitive responses such determine a new
consumer’s intention to return for second visit to the online website (Straub
and Watson, 2001). This double identity of the online consumer as a
traditional shopper and a computer user implies that although attracting and
retaining consumers is the biggest challenges most online property
company is facing nowadays. Therefore, to understand why such a
consumer returns or intention to use an online property website or specific
store, the researcher need to look at the consumers interaction with the
web site both as a store and as a system. Apparently, this study focused on
the consumer as a millennial searching for any type of properties in the
web. Therefore, the consumer intention to use or return after first visit will

72
be explained by more traditional psychology and marketing variables. Model
from Csiksxentmihalyi (1975,1977) describe “the holistic sensation that
people feel when they act with total involvement”. In other words, when
consumers are in flow experience, they tend to shift into a common mode
of experience when they become absorbed in their activity. This mode is
regarded as a characteristic that narrowing towards to focus and
awareness, irrelevant perceptions, thoughts filtered, self -consciousness and
unambiguous feedback and sense of control over environment
(Csiksxentmihalyi (1975,1977).

Conceptualization around flow experience has undergone extensive research

in the past two decades. Various types of research methodologies, including
experimental, qualitative, and quantitative sampling and experience
sampling, have been used around flow experience (Kaur, Dhir, Chen &
Rajala, 2016; Delle Fave, Massimini & Bassi, 2011; Guo & Poole, 2009).
Also, the role of flow experience has been investigated by researchers in
diversified fields of operation. This includes computer-mediated
communications (Webster, Trevino, & Ryan, 1993), interaction with human
computers (Hoffman & Novak, 1996; Novak, Hoffman & Yung, 2000; Schaik
& Ling, 2003, 2007), instant mobile messaging (Zhou & Lu, 2011), online
shopping (Guo & Poole, 2009; Koufaris, 2002); online banking (Lee, Kang &
McKnight, 2007), online games (Chou & Ting, 2003; Hsu & Lu, 2004; Lee &
Tsai, 2010), In summary, flow experience recommended in prior literature
as an appropriate theoretical framework for understanding user behaviours
in online environments (Kaur, Dhir, Chen & Rajala, 2016; Chang & Zhu,
2012; Huang, 2003; Novak et al., 2000).

While there has been a growing interest over nearly four decades in
examining flow experience, the concept of flow still suffers from various
limitations regarding its use in empirical research as a measurable construct.
Flow experience has a variety of dimensions, according to flow theory,
including the balance of abilities and difficulties, clear goals, immediate
feedback, focused attention, perceived control, a combination of action and
awareness, distortion of time, loss of self-consciousness, and autotelic

73
experience (Kaur, Dhir, Chen & Rajala, 2016; Csikszentmihalyi, 1990). Flow
is a state in which individuals participate so much in an experience that they
may be unaware of the world around them and may potentially lose time,
space, and self-tracking (Csikszentmihalyi, 2000; Csikszentmihalyi, &
Csikzentmihaly, 1990). This experience of flow, state flow, or optimal
experience makes people feel they are in control of their own choices and
actions while sensing pleasure and enjoyment during the activity. This, the
degree of task challenges and the abilities of the individuals are both equally
high during engagement experiences.

Flow is a state in which persons are so involved in an experience that they

might be highly focused to the world around them and potentially lose track
of time, space, and possible self because of the peak of enjoyment,
energetic and creative concentration (Mahfouz, Joonas & Opara, 2020;
(Kaur, Dhir, Chen & Rajala, 2016; Csikszentmihalyi, 2000; Csikszentmihalyi
& Csikzentmihaly, 1990). To induce a sense of flow, websites and mobile
apps need to stimulate and respond to users. The focus of recent research
has been acknowledged by Zhou (2013) mentioned that consumer must
perceive a balance between the challenges and their technical skills to
experience flow within a specific task. Previous research has found that flow
is a useful construct for explaining general human-computer interaction
(Webster et al., 1993). Therefore, flow can play a pivotal role in the user
experience and impact the user interaction with a site, computing device, or
app (Mahfouz et al., 2020). Thus, Mahfouz et al., (2020) posited that
websites and mobile apps need to stimulate and respond to users to induce
a sense of flow because users may feel boredom, anxiety, and apathy ( Guo
& Klein, 2009).

Also, Gao and Bai (2014), supported that entertainment and enjoyment
were found to be one of the most used constructs in the flow experience. In
recent year, research on the adoption of flow experience have become very
popular and this theory leads to a favourable attitude towards IT/IS
adoption in numerous industries in Malaysia (Zhou, Li and Liu, 2015;
Bilgihan et al., 2015; Zha et al., 2015; Gao and Bai, 2014). In the line of

74
this research, Jacoby (2002), indicate that the previous models are criticized
for being constructions that fail to build on prior theory, lack parsimony,
comprehensiveness, coherence, and flexibility. To the researcher’s
knowledge, this flow experience has been scarcely investigated from the
point of view intention to use online property websites in the property
industry. Thus, the researcher intended to integrate this flow experience
into this study together with the S-O-R theory. Flow experience is treated as
one of the variables in this study was integrated as one of the mediators in
the research model.

As stated by Trevino & Webster (1992), flow is hypothesised to be affected

by technology, ease of use, computer skills (higher for electronic mail),
organisational factors (support for management, medium use of
communication partners) and have a positive impact on employee
assessments and perceived impacts. To perform certain behaviours, flow
experience requires a regulated quality in the provision of situations (service
counter) (internet search through websites) (Lu, Zhou & Wang, 2009). Past
research emphasises on the internet that the experience of flow can trigger
behavioural consequences of transaction intention (Kaur, Dhir, Chen &
Rajala, 2016; Kaur, Dhir, Chen & Rajala, 2016).

There are growing studies shown that the intention to use the website is
thus affected by the conduct of the purchase (Wani, Raghavan, Abraham &
Kleist, 2017; Wang, Wang & Wu, 2015). Moreover, the experience of the
flow influences behavioural intent, such as creating a higher tendency to
buy from the website (Baydas, Karakus, Topu, Yilmaz, Ozturk & Goktas,
2015). Consumers with inadequate experience have a strong tendency to
make unplanned online purchases and have increased use of the internet
(Takatalo, Nyman & Laaksonen, 2008). Hsu and Lu also claimed that the
experience of flow has a positive impact on one's intention to play online
computer games (Chang & Wang, 2008). In the online service
environments, consumers are easily distracted from their main tasks
(Koufaris, 2002), owing to a large influx of stimuli, which adversely affect
their satisfaction (Xia & Sudhardshan, 2000). Therefore, a well – balanced

75
stimulating cues and flow experience could lead to the intention to use
online property website. It is therefore postulated that:

H7: Flow experience has a mediating effect towards millennial intention to

use online property websites.

Intention to use is regarded as the degree to which users intend to continue

using and purpose or attitude toward the effect of one’s actions or conduct
(Lehto & Oinaskukkonen, 2015; DeGuinew & Markus, 2009; Bhattacherjee,
2001; Pavlou & Fygenson, 2006; Dodds 1999). Subsequently, intention
refers to something that a person aims to achieve, lower is the correlation
between intention and action (Ajzen, 1991; Ajzen & Fishbein, 1980; Han &
Kim, 2010), consumer dissemination of positive information and possibility
of a consumer returning to service or product they have used to their close
friend and family (Othman, Zahari & Radzi, 2013; Holdt & Iversen, 2012;
Zhao & Othman, 2010). However, in this study intention to use is referring
as Response (R) and the dependent variable (Goi, Kalidas & Zeeshan,
2014). Sweeney and Soutar (2001) pointed out that intention to use define
as an interactive, relativistic, preference perception and experience, i.e., the
end-states that encompass multiple benefits and sacrifices that customers
link with offering’s characteristics. Previous research has identified intention
is the extent to which the user willingness to use the website or reuse the
web site in the future (Lin, J. C. C., & Lu, H. (2000). Intention to use is
regarded as an important long –term outcome and indicator of an
information system’s success (Bhattacherjee & Premkumar, 2004), as well
as a driver of future behavior (Zeithaml et al. 1996).

In the last decade intention to use research has attracted much intention
from various researcher and regarded intention to use as the degree to
which users intend to continue using and purpose or attitude toward the
effect of one’s actions or conduct (Lehto & Oinaskukkonen, 2015; DeGuinew
& Markus, 2009; Bhattacherjee, 2001; Pavlou & Fygenson, 2006; Dodds,
1999). Prior studies suggest that intention refers to something that a person
aims to achieve, consumer dissemination of positive information and

76
possibility of a consumer returning to service or product they have used to
their close friend and family (Othman, Zahari, & Radzi, 2013; Holdt, &
Iversen, 2012; Zhao and Othman, 2010).

Several authors have suggested the main factors that impact continuance
use intention are effectiveness (Wiafe, Koranteng, Kastriku & Gyamera,
2020; Lin and Lum 2011s; Kwon and Wen, 2010), social interaction ties,
trust, and shared value (Lin and Lu, 2011b). Many existing studies in the
boarder literature have examined continuance intention of internet website
based on existing evidence on networking sites focused Social Network Sites
(SNS) Kwon and Wen 2010; Lin and Lu 2011a), social interaction ties, trust,
and shared values (Lin and Lu 2011b).

In other studies, perceived enjoyment, perceived ease of use, satisfaction

and subjective norms are the major contributors to intention to continuous
use (Chang et al. 2015; Hong and Barry 2018; Mouakket 2015). Similarly,
social presence and personality traits have also been concluded to impact
use continuance intention among students (Christy, Pui-Yee, and Lee 2011;
Mouakket 2018). In all these studies, Facebook was used as the main social
networking site. Hence the findings cannot be generalised. More
importantly, other studies have provided conflicting results. Ku, Chen, and
Zhang (2013) explained that gratifications, perceived critical mass,
subjective norms, and privacy concerns influence SNS perceived
effectiveness with regional differences.

However, several studies show that significant differences between

browsing internet and purchase behaviours between consumers of search
and experience good Mazaheri, Richard & Laroche (2012). They found that
experience good involved greater depth and lower breath of search
compared to search goods. In other words, the amount of spend time per
page was greater for experience goods consumers and the number of pages
searched was greater for search good consumers. It can be interpreted that
consumers of experience and credence -based services read all the
information provided on the website carefully as they need as much

77
 information as possible to reduce the risk of purchasing the goods or
services.

Furthermore, the more information provided in the online property website

or platform and the more accurate and up to date is the data, the more
time consumers would spend time reading and analysing the information,
and the higher the chances of purchasing or patronized the services. The
above finding is consistent with the study by Mazaheri, Richard & Laroche
(2012), that consumers of experience and credence-based services
appreciate of informativeness and effectiveness of the online website more
than consumers of search services.

2.7. Proposed Hypotheses by Research Objectives

Seven hypotheses were proposed for the research objectives as shown in

Table 2.6. Hypotheses H1, H2, H3, H4, H5 and H6 were proposed to test
research objective RO1 by examining the determinants of the millennials'
intention to use the online property website in Malaysia. Hypotheses H7
examined research objective RO2 by examining the mediating effects of
flow towards millennials' intention to use the online property website in
Malaysia.

Table 2.6. Summary of hypotheses by research objectives

Research Objective Hypotheses

RO1: To examine the determinants of the
millennials' intention to use the online
property website in Malaysia.
H1: Ubiquity has a significant
relationship on the ARQ and flow
experience towards the online
property website.
H2: Ease of use has a significant
relationship on the ARQ and
consumer flow experience towards
the online property website.
H3: Information exchange has a
significant relationship on the ARW
and consumer flow experience
towards the online property website.
H4: Informative has significant
relationship on the ATQ and
consumer flow experience towards
the online property website.
H5: Effectiveness has a significant
relationship on the ATQ and
consumer flow experience towards
the online property website.
H6: Entertainment has a significant

78

RO2: To examine the mediating effects of
flow towards millennials' intention to use
the online property website in Malaysia.
relationship on the ATQ and
consumer flow experience towards
the online property website.
H7: Flow mediates the relationship
between ATQ and ARQ and
consumers’ intention to use online
property website.

2.8 Summary
This chapter reviewed and summarised past literature review of the
independent variables and dependent variable to justify the study
framework. The theoretical framework provided important guideline for
designing the methodology of this study. It also predicts the mediating and
moderating role flow experience and income in the relationship between
Architecture Quality of Website (ARQ and Atmosphere Cues of Website
(ATQ) with intention to use online property website among millennials.
Thus, it also explained the underlying theories to develop this framework is
based on Stimulus –Organism –Response (S-O-R) theory. The next chapter
discussed a detailed explanation of the proposed methodology used to carry
out in this study.

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 CHAPTER 3

METHODOLOGY

3.1 Introduction
The key objective of this chapter is to develop a conceptual model used in
this research to reveal the potential relationships that exist among the
constructs. This chapter discussed about the research philosophy,
conceptual framework of the study, data coding for the questionnaire,
hypothesis of the study, research design, method of data collection, and
data analysis. It was a process about how the research conduct the study
by using quantitative method, the sample size was and the target
population, the way to design survey questionnaire and analyze the data
collection. Thus, methodology was equally important for researchers to
study the research problem and understand the objective of this study. This
study involved deductive research approach due to existing facts and
concepts availability to explain the development of the research
background, research knowledge that involved its nature (Saunders et al.,
2015).

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 In addition, the objective of this chapter is to develop a theoretical
model to examine the significant relationship between Architectural Quality
of Website (ARQ) and Atmosphere Cues of Website (ATQ) towards the
millennial intention to use the online property website in Malaysia. A
research philosophy is discussed to underpin the approach taken with the
study. Therefore, this study uses a quantitative research method through
survey. Furthermore, this chapter discusses the research framework as well
as the hypotheses that were developed based on the objective of the study.
Research design is constructed that included research methodology
employed and its objective, the scope of study, unit analysis, and the
method used to collect data from the targeted sample.

3.2 Research Philosophy

Research philosophy defined as the development of the research

background, research knowledge and its nature. It helps to guide
researchers to determine what type of methodology is appropriate for their
research. In many cases, researchers usually are guided by three major
research philosophy i.e., positivism, constructivism and critical theory. The
research philosophy in this study adopted positivism is associated with
quantitative research method that undertakes there is one factual reality
that can be revealed by means of rigorous empirical study (Creswell. 2009).
The emphasis is on distinguishing the relationship between variables rather
than on understanding the individual and shared meaning. This examination
is deductive instead of inductive. Since positivism puts strong emphasis on
estimation, observation and expectation, this approach suited to the focal
point of this specific investigation, which foresees the relationship among
variables experimentally and objectively. In addition, the quantitative data
analysed with the statistical technique approach for this study are deductive
rather than inductive.

Philosophy can be viewed as the development of the research

background, knowledge, and its nature (Saunders, Lewis and Thornhill,
2007). Cuba & Lincoln (1994) and Paul (2009) defined research philosophy

81
as belief systems, assumptions, perceptions that guide the investigator and
enable researchers to provide valid arguments, explanations and determine
appropriate methodologies for their research. The methodology alludes to
the general approach taken to incorporate the theoretical and the methods
of data collection and data analysis (Hussey and Hussey, 1997). Generally,
researchers are guided by three major research philosophies, i.e.,
positivism, interpretivism and realism (Creswell, 2009; Krauss, 2055; Paul,
2009; Bryman and Bell, 2007; Hughes and Sharrock, 1997; Travers, 2001).

Generally, positivism is identified as epistemology, the most

appropriate approach to guide the researcher and verified through direct
observations or measurements of phenomena (Krauss, 2005). It is related
with a quantitative research strategy that to gather data that assumes there
is one true reality that can be uncovered by methods of rigorous empirical
study (Creswell, 2007). To the positivist, phenomena are viewed as
anticipated and controlled; learning is founded on verified hypotheses;
realist can be generalized; and researcher and reality are disconnected.
Thus, positivism can be viewed as researchers who disengage and
uninvolved themselves from the reality studied in order to defend the
objectivity during data gathering and analysis stages (Bryman & Bell, 2007).

Babbie (2005) expressed that interpretivism is viewed as observing

aspects of the social world and looking to find designs in clarifying more
extensive principals. As indicated by Paul (2009), understanding of social
sciences based upon individuals and groups’ experiences, expectations and
memories. It is related to qualitative approaches to deal with information
gathering (Eriksson and Kovalainen, 2008). Interpretivism, seen as hostile
to positivism (Hatch and Cunliffe, 2006) and by Blaikie (1993) as post-
positivism, is depicted as the topic of the social sciences (individuals and
their organizations) that requires an alternate rationale of research
technique including an inductive hypothesis development that alternates the
deductive procedure by utilizing information to create a hypothesis (Bryman
and Bell, 2007). Additionally, it is convictions and incentive to give adequate
legitimacy for an exploration issue (Smith, Thorpe and Lowe, 2006).

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Accordingly, interpretivism be clarifications arrived at by various people in
view of the finding and understanding the implications and the relevant
factors.

With respect to realism, it is also known as both positivism and

interpretivism (Healy and Perry, 2000). Another meaning of realism is given
by Saunders, Lewis and Thornhill (2007) and Phillips (1987), which the view
that elements exist free of being seen and information about the truth is an
after effect of social conditioning. That is, both quantitative and subjective
methodologies relate realism to information gathering (Healy and Perry,
2000). Blaikie (1993) argued that realism is apprehensive about what sorts
of things are; and how these things carry on, which approval happens in
perceiving and demonstrating the presence of that thing. Accordingly,
realism can be viewed as positivism and interpretivism, based upon
individual’s hearing, feeling, seeing, listening and critical realism
(McMurray, Pace and Scott, 2004; Sekaran and Bougie, 2010).

The objective of this study is to examine the consumers' intention to

use property online website among Millennial in Malaysia. The examination
embarks to foresee the connections and speculations that have been
created keeping in mind the end goal to answer the exploration inquiries of
this investigation. The information gathering depends on the conveyance of
questionnaires through a survey with target respondents. That is, it is
concerned about the quantities and estimations, which furnish respondents
with questionnaires to acquire quantifiable information as opposed to
subjective information.

3.3 Conceptual Framework

Many researchers have adopted Stimulus- Organism- Response (S-O-R)

model as underlying theory in their study. The theoretical framework for
this study is developed based on Stimulus Organism Response (S-O-R)
model, developed by Mehrabian and Russel (1974) as described in the
previous Chapter two. A theoretical framework for analyzing the significant

83
contribution on current knowledge in the online property setting such as
different geographical location and respondent profiles such as in Malaysia
in order to obtain generalizable finding has been shown in Figure 3.0.

Similarly, the conceptual framework for this study is constructed

from an adaptation of the Stimulus – Organism- Response (SOR) model by
Mehrabian & Russell (1974) as shown in Figure 3.0. Mehrabian and Russell
(1974) claimed that environmental stimulus (S) refers to the factors
influencing internal states of an individual. Whereby, Organism (O) refers
to the internal processes and outcomes of the stimulus, normally play a
mediating role between stimulus and responses. Response is the final
outcomes of stimulus and organism. It includes factors like individual’s
intention and actual behavior. In this study, the researcher propose 1)
ARQW consists of ubiquity, ease of use, information exchange and ATQW
consists of informativeness, effectiveness and entertainment. The six
independent variables (ubiquity, ease of use, information exchange,
informativeness, effectiveness and entertainment) are classified as stimulus,
whereby the flow and intention to use constructs are categorized as
organism and response, respectively. In addition, income variables are also
classified as moderator in this study. This study is comprised of 6
independent, 1 dependent, 1 mediator and 1 moderator variable.

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 Figure 3.1 The Conceptual Framework

3.3.1 Dependent Variable

Dependent variable as the main interest in this study which can be
predicted by one construct and explained accordingly (Kumar et al.,
2013). The dependent variable is the intention to use and is
measured using 7 items adopted and adapted from Dodds (1991).
Intention to use described as measure to accept the use of the
technology successfully, users to have the behaviours continually
used it in the future and individual goal to achieve something
(Yuchen, Ronghua & Chen, 2020; Namahoot and Laohavichien,
2018; Setterstrom et al., 2013; Zhao & Othman, 2010). The
intention to use can be affect by the customer satisfaction which is
as motion to increase, when the technology increases. This intention

85
can be described as the users to have the behaviours continually
used it in the future (Setterstrom et al., 2013).

3.3.2 Independent Variable

The independent variable that is predicted to be associated or
explain the variation in dependent variable (Kumar et al., 2013). The
independent variables are consisting of Architectural Quality of
Website (ARQW) and Atmosphere Cues of Website (ATQW) towards
consumers’ intention in the property industry in Malaysia. ARQW
consists of ubiquity, ease of use, information exchange and (ATQW)
consists of informativeness, effectiveness and entertainment. A total
of 27 items used to measure the respondents view towards 6
variables of the independent dimensions adopted and adapted from
Kim et al. ,2009 ; Verhagen and van Dolen , 2011; Liu et al., 2013 ;
Dodds. 1991 ; Wang and Chiang , 2009; Adjei et al., 2010; Chen
and Well’s, 1999 and Bell and Tang, 1998.

3.3.3 Mediator Variable

Generally, the mediator variable in this study is flow experience.
Mediation or indirect effect exist in a condition when a causal effect
of an independent construct (X) on a dependent construct (Y) is
transmitted by a mediator (M) as illustrated in Figure 3.1 (conceptual
framework). A construct is classified as a mediator “ to the extent
that it accounts for the relationship between the predictor and the
criterion” (Baron & Kenny, 1986).

MacKinnon and Fairchild, (2009); MacKinnon, Fairchild &

Fritz, (2007) explained that a mediating variable stands between
research variables (mechanisms) in an asymmetric position. Baron
and Kenny (1986) defined mediator as a variable that has an indirect
influence on the relationship between an independent (predictor)
variable and a dependent (outcome) variable. In addition, Baron and
Kenny’s (1986) causal-step approach for determining mediating
effects has been debated and challenged considerably by authors

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such as Zhao, Lynch and Chen (2010) ; Preacher and Hayes
(2008) ;Preacher and Hayes (2004); Shrout and Bolger (2002), who
call for a reconsideration of Baron and Kenny’s (1986) method and
suggest applying new procedures. For example, Shrout and Bolger
(2002) argued that Baron and Kenny’s (1986) first condition, that X
needs to show a significant effect on Y in the first step.

Previous research, suggest that mediation inferences are

justified if the path between predictor variable and mediator variable
and path between mediator variable and criterion variable are
significant (MacKinnon, Lockwood, Hoffman, West & Sheets, 2002).
However, Hayes (2013) pointed out that the MacArthur Approach is
based on the effect size of the predictor on the outcome while Baron
and Kenny Approach focuses on null hypothesis significance testing.
Due to the position of the mediator, it will produce an indirect effect
on a relationship between the independent and dependent variable
(Hair et al., 2012). Other researcher argued that this classic
approach tends to have low power (Preacher and Hayes (2008).
Nevertheless, Hayes (2013) added that mediator would influence to
the overall variance accounted in the model and explained the
relationship between independent and dependent variable.

3.3.4 Moderator Variable

The moderator variable in this study is income. The moderating
effects, which is also referred to as interaction effects, is pronounced
when moderator variable influences the direction or strength of the
relationship between independent and dependent variables (Hair et
al., 2014). Thus, the effect of the moderator is evoked by the
variable whose variation influences the strength of the direction of a
relationship between an exogenous and an endogenous variable
(Baron & Kenny, 1986). The causes are called “moderator variables”
or just “moderators” and the impact of the predictor on the vriterion
varies based on the level or value of the moderator (Holmbeck,
1997). In other words, a moderator specifies the conditions under

87
 which a given effect occurs, together with the condition under which
the direction (nature) or strength of an effect varies (Ramayah et
al.,2018). model estimates for different groups of observations,
can be regarded as a special case of moderation effects.

3.4 Hypotheses

Next, the hypothesis and theory checking to explain causal relationships

between concepts and the variables (Saunders et al., 2015). In this study,
main hypothesis and sub-hypotheses are developed to examine the
significant relationship between architectural quality of website (ARQ) and
atmosphere cues of website (ATQ) towards millennials’ intention to use
online property website in Malaysia. ARQ consists of ubiquity, ease of use,
information exchange and (ATQ) consists of informativeness, effectiveness
and entertainment and behavioral intention to use property online website
as shown in table 3.1.

Table 3.1 Research Hypotheses

H1. Ubiquity has a positive relationship on the ARQW and flow experience towards the
online property website.

H2. Ease of use has a positive relationship on the ARQW and consumer flow
experience towards the online property website.

H3. Information exchange has a positive relationship on the ARWQ and consumer flow
experience towards the online property website.

H4. Informative has positive relationship on the ATQW and consumer flow experience
towards the online property website.

H5. Effectiveness has a positive relationship on the ATQW and consumer flow
experience towards the online property website.

H6. Entertainment has a positive relationship on the ATQW and consumer flow
experience towards the online property website.

H7. Flow experience has a mediating effect towards millennial intention to use online
property websites.

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3.5 Research Design

The research design process used to conduct this study is shown in figure
3.1. This seven-step research design process was adapted from Creswell
(2014). The research design process begins by identifying research
problems. In previous Chapter 1, the research problem and research gap
are highlighted in the problem statement.

Source: Adapted from Creswell (2014, p. 193)

Figure 3.1 Research Design Process

The research design process depicts in figure 3.1. Firstly, research

design began with the step of identifying a research problem. In the second
step, the literature was reviewed to provide further insight into the in
chapter 2. Next, the purpose of a study is specified by identifying research

89
questions and research objectives. The research design is determined and
explained in this chapter 3. The research design includes the survey
research methods and the research framework. This is followed by the
selection of participants and data collection methods, which the sample size,
sampling method and data collection were decided. The next step is data
analysis using the IBM Statistical Package for Social Sciences Programme
(SPSS) version 25 and Partial Least Square Structural Equation Modelling
(PLS-SEM) to report results. Finally, the findings are discussed through
objective comparisons with the predictions from the past literature.

3.5.1 Sampling Design

Sampling design involves the selection of appropriate samples for

analysis by determine the unit of sample, sampling technique and
sampling process. Sampling known as a process that select a part of
the group from the sampling population to examine the result and
collect the data for the research (Babikir, Ali & elWahab, n.d). Thus,
researchers adopted non-probability sampling method to conduct in
this study. The non-probability sampling designs is a sampling
procedure that will not bid a basis for any opinion of probability that
elements in the universe (Etikan, I., & Bala, K. (2017).

In addition, non-probabililty sampling are fit into five

categories; Quota sampling, Accidental sampling, Judgemental
sampling or Purposive sampling, Expert sampling and Snowball
sampling. Therefore, this research is ease of access to apply
Judgemental sampling design to thrive for the objective in this
study. This Judgemental sampling design is refer on the judgement
of the researcher as to who will provide the accurate information
and need to aim on the similar respondent with same idea and
willingly share the information.

The researcher uses a Judgemental sampling technique

because majority of visitors that attended the property's fair are

90
likely interested to search for property information and the majority
of the millennial generation are the most active Internet users
participating in various online transactions for the entire sample. The
similarities or homogeneity of proportions of respondents tended to
be more educated, affluent, and engaged in more up-scale
occupations. Therefore, the Judgemental sampling of non-probability
sampling technique can be considered as the best of all non-
probability samples for this study because the subjects that are
choosen only on the basis of the researcher’s knowledge and
jusdgement. As the process of selecting a sample using judgemental
sampling involves the researchers carefully picking number of people
in a polulation who own qualities that a researcher expects from the
target population.

The unit of sample in this study was individual millennials age

range 18 until 38 years old in Malaysia, which refers to those
millennials who have or have not used property website in Malaysia.
The researcher knew that what kind of population was going to be
targeted in this study consists of front liners (i.e. cashiers,
receptionists), clerical (i.e. administrative, secretarial), managerial
(i.e. manager), professional (i.e. lawyers, doctors, teachers,
architects), student, executives, property agent and others will be
approache Morever, property event is an ideal place for conducting
survey because all ranges of individuals can be found based on their
gender, age, income, position, occupation and education. It was
important because researcher were required to decide the sample
size elements.

For this study, there were six predictors and modest

communalities were expected. According to Hair, Black, Babin and
Anderson (2014), minimum sample size should be based on model
complexity and basic measurement model characteristics. Thus, the
minimum sample size suggested by Hair et al., (2014) was 150.
Morever, Hair, Hult, Ringle and Starstedt (2017) supported that with

91
a sample size greater than 250, PLS-SEM results are very similar to
Covariance- Based Structural Equation Modelling (CB-SEM),
suggesting that the sample size be above 250.

Thus, by using G power analysis, a total of 146 samples are

sufficient for the researcher studies. However, a total of 400
questionnaires will be printed for distribution in the mentioned three
different places above and 133 sample for each different state
during the property fair. Firstly, the following parameters were
chosen: the software used the G*power 3.1 (Faul et al., 2007; 2009)
software with the setting as follow: (1) d = 0.15 (medium) level
effect size due to unavailability records on population effect size ;
(2) a 5% error probability based on the acceptable alpha value
threshold (p-value = .05) (Lakens et al., 2017); (3) the number of
predictors is six based on the (largest) predictors for a ARQW (i.e.
ubiquity, ease of use, information exchange) and ATQW (i.e.
informativeness, effectiveness, entertainment); and intention to use
(independent) and two interaction effects which were flow
experience (mediator) and races (moderator); (4) a power level of
95% (Cohen, 1988) as it is the accepted level of behavioural
sciences and likely to produce a statistically significant result of 9.5
times out of 10. Therefore, the sample size required to test this
model was 146 which are sufficient for this study.

To determine the sample the sample size, the researcher

applied G power in this study. First, G * Power 3.1 (Faul et al., 2007;
2009) software was used to estimate the minimum required sample
size with the setting as follows ; f² = 0.15 (medium), ɑ = 0.05,
number of predictors is 6 in a priori power analysis and the power
was set at 95% (Gefen et al., 2011). In addition, researcher were
suggested to use G*Power for more complex design and allowed the
study to reproduce calculation (Cunningham & McCrum- Gardner,
2007, p. 134). Therefore, by using G power the researcher were
able to find out the specific problem in a large sample, a small error,

92
 which could be generated by some respondents would have only
small effect on the overall sample result. By using G power to
calculate the sampling size with the 6 predictors that indicated that
the minimum sample of 146, the greater the chance of accuracy.
However, according to Gefen et al., (2011) pointed out in the theory
of sampling, the larger the sample size, the more accurate to
examine the target population in a study which helps to reduces the
effect of outliers in the analysis of data, which in turn enables to
generate significant result. Finally, a large sample size can generate
significant results for the variables in this study and vital to improve
the findings’generalizability (Patel, Doku and Tennakoon, 2003).
Therefore, the researcher were looking for 450 copies of
questionnaires to be distribute as collecting data from higher
response rate can provide more accurate statistical result (Nulty,
2008). Table 3.2 and figure 3.2 shows that the minimum sample size
for analysis was 146.

Table 3.2 Minimum sample size calculated using G *Power

Analysis Parameters Applied Sample size

Multiple regression analysis
Effect size (f²)=0.15 (medium effect) Minimum sample
Probability of error=0 .05 size for analysis
Statistical power= 0.95 was 146 which
Number of preditors= 6 are sufficient for
(A power of 95% or 0.95, it means this study
that a study (when conducted
repeatedly over time) is likely to
produce a statistically significant result
of 9.5 times out of 10. Therefore, the
sample size required to test this model
was 146 which are sufficient for this
study.

93
Figure 3.2 G * Power Analysis

94
3.5.2 Sampling Size

In order to test the hypotheses, Kota Kinabalu Sabah, Kuching

Sarawak and Kuala Lumpur were selected as the sampling location.
These three (3 ) locations which are the capital city of Sabah,
Sarawak and Selangor and the adjoining cities in the state of Sabah
(Tawau, Sandakan, Kudat), Sarawak (Kuching, Sibu, Bintulu) and
Selangor (Klang Valley). In addition, Kota Kinabalu Sabah, Kuching
Sarawak and Kuala Lumpur were chosen as it has relatively high
percentage of online property websites users and millennials
categorized group and the internet users penetration rate when
compared to other states in Malaysia (Hew et al., 2017b). For
example, Kuala Lumpur contributes about RM263 billion towards the
Malaysia’s gross national income and has been identified as the
centre for cultural, economics an dfinancial (Pan et al., 2015). In the
Sabah contect, particulary in Kota Kinabalu, the report by Williams
Talhar and Wong (2015) on housing market consirmed the existence
of gaps between sellers’ expectations and purchasers’ ability. In
other words, there are gaps between house buyers expectations and
the product attributes provided by housing developers (Chia, Harun,
Kassim, Martin, Kepal, 2016).

Leong et al., (2017), has also found that working

opportunities more higher and has better job prospects across
different states. However, the researcher have arrived at the
conclusion that to select Kota Kinabalu Sabah, Kuching Sarawak and
Kuala Lumpur as the sampling location because these samples
drawn location were diversified. Furthermor, Ooi & Tan (2016) and
Balachandran & Tan (2015) discussed that these smapling location
can be generalized as good representation of different ages,
background, races and religions of the Malaysia’ s population.

Based on the table 3.3 below, list of the visitors in properties

fair, the population for this study is total 400 respondents as

95
mentioned in three different places and each places were distributed
133 sets of questionnaires. The unit analysis for this study is the
individual level. The entire sample consisted of majority active
Internet Milliennals aged 18 to 38 who attended the property's fair
and interested to search for property information.

For this study, the researcher will use the method of

administering the survey instrument to a group of visitors during a
property fair event held in three places, which are Kota Kinabalu
Sabah, Kuching Sarawak and Kuala Lumpur. All these property
events will be organized by Property Organisers such as Property
Hunter, Sarawak Housing and Real Estate Developers' Association
(SHEDA), and BW CYANS Advertising Sdn Bhd and iProperty
throughout the year 2019. Morever, the printed copies of survey
could ensure to return back the same amount of copies after
distrinuting the survey copies to the target respondents. Besides, the
questionnairs was required to be completed on the spot and through
face –to –face communication during the data collection process.
The information collected was kept confidentially without leaking out
the information of the respondents. Finally, the researcher were
required to analyze and measure the statistics based on the data
collected once the survey of the questionnaires were completely
collected.

Table 3.3 List of visitors of 3 properties fair in year 2019

No State Location & Date Total Visitors

1. Sabah Property Fair 1-3 March 2019 Estimated 2000
( Dewan Foo Chow, Kota Kinabalu, visitors
Sabah)
2. Wilayah Property Fair 19-21 July 2019 ( Mid Estimated 3000
Persekutuan Valley KL Exhibition Centre Megamall, visitors
Kuala Lumpur Kuala Lumpur)
3. Sarawak Property Fair 22-22 September 2019 Estimated
( Borneo Convention Centre Kuching, 1500 visitors
Sarawak)

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3.5.3 Instruments and Measurement

The survey questionnaire was administered with a cover letter, two

screening questions were included before the questionnaire to filter
out potential respondents who were neither Malaysia nor millennials
groups. The questionnaire contains a total of 47 questions which are
divided into three (3) sections namely Part A, Part B and Part C. The
questionnaires were in the form of closed-ended questions.. Section
A was about the screening questions (i.e. age, citizenship) of the
respondents. Section B was the Stimulus- Organism- Response
variables measures the ARQW (i.e. ubiquity, ease of use, information
exchange) and ATQW (i.e. informativeness, effectiveness,
entertainment); flow experience (mediator); races (moderator) and
intention to use (independent) were measured in 5-point Likert
Scales based on previous research, comment or feedback from
expert validation in pre-test.

97
 As this research seeks to recognize the factors that impact on
consumer intention to use online property website among the
millennials in Malaysia, a quantitative method design has been
conducted. Wimmer and Dominick (2013) pointed out that the
questionnaire is the instrument for collecting the data as

it is low cost, effective and covers a wide geographical area

(Neuman,

2011). Questionnaires are considered as the most suitable method

for

data collection process (Taylor-Powell & Hermann, 2000). Also,

explanatory research seeks explanations of observed phenomena,

problems or behavioral which is appropriate for this study since the

dependent variable of this study is the intention to use online
property
website.

In addition, measurement items in the questionnaires

covering the constructs were multi-items scales were measured
using a 5- point Likert- type scale from “Strongly disagree” (1) to
“Strongly agree” (5). Respondents were asked to report their views
based on the five types Likert scale. While section C was about the
was using the nominal scale items measure demographic data (i.e.
gender, race, occupation, income, religion, education level, marital
status, nationality, years of study, internet use frequency, and
property websites visited/use, section) that have been asked in this
section. This information is needed to identify the respondent’s
profiles. The arrangement of the questionnaires was set very easy
for the respondent to comprehend.

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 In this chapter, quantitative research was used to measure
the the objective and statistic of this study. Muijs (2004), defined
quantitative research as analyzing the phenomena that used for
mathematically based on the statistics by collecting the numerical
data. The main aim for this research was to investigate the
relationship between independent variables are consisting of
Architectural Quality of Website (ARQ) and Atmosphere Cues of
Website (ATQ) towards consumers’ intention in the property industry
in Malaysia. Thus, by using quantitative method was an efficient and
effective way to conduct in this research because numerical data
that collected in this study was suit to be answered by using this
method (Muijs, 2004).

A structured self- administered questionnaire was designed

to measure the variable in this study. The questionnaire was initially
developed in English language only because English is the language
medium for ease of understanding between Millennial generations.
To design the research instrument of this study, self –design survey
questionnaire was the way to measure the data from the target
population in Wilayah Persekutuan Kuala Lumpur, Kota Kinabalu
(Sabah) and Kuching (Sarawak). After the copies questionnaire were
printed, then they were distributed to the target respondents during
the property fair event in the 3 states.

In this research, the survey questionnaire was guided by the

Stimulus- Organism- Response Model as the theoretical framework.
The overall constructs of questionnaires was adapted and adopted
from previous studies and developed from the dimension of the
variables which contains a total of 47 items of questions shown in
table 3.4. The survey uses funnels approach moving from general to
more specific questions. The research model includes 6 constructs.
Each construct was measured with multiple items from 4 to 7 items.
Based on the feedbacks obtained from past literature, a

99
questionnaire was condtructed. The feedbacks from the pilot study
were also incorporated to further enhance the quality of the
questionnaire.

The researcher has adopted models and structures from

Berbegal-Mirabent et al., 2016; Liu et al., 2013; Verhagen and van
Dolen, 2011 and Kim et al., 2002 combined with the theory of
website architectural quality and suggested three independent
variables which fit this study. There are three standards for website
architectural quality in regard to customer satisfaction, which
consists of structural firmness, functional convenience and
representational delight (Kim et al., (2002). First, Valacich et al.,
(2007) points out “internal stabilility and external security of a
website are the keys to the operation of websites and the important
fundamental in measuring the system accessibility of online buyers”.
Second, functional convenience is regarded as website procedure in
data collection, including website usability, simplicity and significance
for consumer in impulse buying behavior (Verhagen and van Dolen,
2011). Third, Berbegal- Mirabent et al., (2016) and Huang (2003)
state that “ubiquity relates to the representational delight when
website provide consumers with pleasant, entertaining shopping
experience and allows users to interacting via the online website”.

Ubiquity referred as mobility and convenience to consumers

and regarded as “users’ experience through instant application
services” (Tojib and Tsarenko, 2012; Lee, 2007). Based on this
study, Kian, Boon, Fong & AI (2017) supported that Internet
websites are important to many companies and most of the
companies utilize the Internet as a channel to operate a business
and have their official company website due ubiquity of the Internet
websites enables consumers to transmit and obtain information and
perform online business using shopping website whenever, anytime
and immediately (Clarke, 2008). Thus, many companies transform
their businesses from traditional physical stores to online stores

100
when they recognize the ubiquity and opportunity of E-commerce
that enables them to reach customers without the restriction of
geographical location and cost. Ubiquity has a positive affect toward
the consumers’ willingness to use social media in the mobile service
study (Jng and Chung, 2015; Tojib and Tsarenko, 2012). Ubiquity
(U) was measured by adopting four items shown in table 3.4

Table 3.4 Stimulus 1: Ubiquity (UB)

Construct Items Source Cronbach’s Note

Alpha
The property website can fulfil Kim et al. 0.800 Adopted and
my access needs quickly (2009) adapted
The property website provides Adopted and
me with optimal information adapted
that is contextually relevant to
me, based upon where I am
I can access the property Adopted and
website “anywhere” and adapted
“anytime” at the point of need
It is convenient to use via the Adopted and
mobile property using a adapted
smartphone

In this study, researcher intended to investigate the

determinants of the millennials' intention to use the online property
website in Malaysia, and in result, it could ensure customers have
positive effects such as pleasant feeling and ease of use of the
shopping environment (Lin & Lo, 2016). Moreover, it is also
important to when dealing with e-service quality, especially when
impulse buying behavior is affected by the system as it is operated
and purchases can be made ( Chen & Yao , 2018). In this research,
Joia, L. A., Gutman, L. F. D., & Moreno Jr, V. (2016) defined
perceived ease of use as “the extent to which persons believe that
the use of an information system is effortless (Lee. 2009; Roca et

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al., 2009; Davis et al., 1989). Therefore, ease of use (EOU) were
measured by adopting four items shown in Table 3.5.

Table 3.5 Stimulus 2: Ease of use (EOU)

Construct Items Source Cronbach’s Note

Alpha
It is easy for me to become Verhagen and 0.890 Adopted and
skillful at operating the van Dolen adapted
property website (2011) and Liu
et al. (2013)
It is easy for me to browsing Adopted and
using the property website adapted
It is easy for me to browsing Adopted and
using the property website adapted
It is easy for me to browsing Adopted and
using the property website adapted

In this study, researcher intended to investigate the factor

affecting the consumers intention to use online property website and
information exchange (IE) could lead to positive influence between
information exchange and flow experience towards consumer
intention behavior (Berbegal-Mirabent et al., 2016; Adjei et al.,
2010; Verhagen and van Dolen, 2011). According to Burnett (2000),
exchange information is known as interaction between users and
shop owner which consists of information provision, shared events
and information search. Other than that, exchange information can
be in the form of private message and comment functions in the
website which allows users to communicate with sellers and
customers on issues that affects their emotions (Novak et al., 2000).
Therefore, information exchange were measured by adopting four
items shown in Table 3.6

Table 3.6 Stimulus 3: Information Exhange (IE)

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 Construct Items Source Cronbach’s Note
Alpha
I can search for the information Wang and 0.825 Adopted and
I need Chiang adapted
(2009) and
Adjei et al.
(2010)
The property website provides Adopted and
a buyer/seller with a two-way adapted
communication channel
The property website provides Adopted and
a section for users to write their adapted
inquiries, comment or other
information
I can find reputation-based Adopted and
information on the property adapted
website.

Informativeness was defined as “amount and richness of

information included on a website, informativeness exerts an
important influence over online consumer attitude towards website”
(Richard et al., 2010; Hausman and Siekpe, 2009). Online
consumers often hope to received correct information from the
online trusted website to enable them to complete their purchasing
activities (Hsieh et al., 2014; Park and Kim, 2003; Chen, Wigang and
Nilan, 1999). In this study, researcher intended to examine useful
information which influence the determinant of consumer to use
online property website (Table 3.7).

Table 3.7 Stimulus 4: Informative (I)

Construct Items Source Cronbach’s Note

Alpha
This website is informative to Chen and 0.937 Adopted and
me Well’s (1999) adapted
This website is resourceful to Adopted and
me adapted
This website is useful to me Adopted and

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 adapted
This website is knowledgeable Adopted and
for me adapted

Effectiveness information defined as a reflection of the

degree to which information is accurate, up-to-date, available,
complete and relevant to the Internet users; perception of site
content can be measured by how informative it is which it provides
detailed and specific information on products or other relevant
topics” (Richard, 2005, ; Huizingh, 2000; Bell and Tang, 1998). In
this research, researcher intended to investigate effectiveness
information is one of the important determinant of the consumer to
use online property website (Table 3.8).

Table 3.8 Stimulus 5: Effectiveness (Ef)

Construct Items Source Cronbach’s Note

Alpha
The information on this website Bell and Tang 0.903 Adopted and
is convenient for accessibility (1998) adapted

The information on this website Adopted and

is convenient for availability adapted

The information on this website Adopted and

is accurate adapted
The information on this website Adopted and
is up- to –date adapted
The information on this website Adopted and
is complete adapted
The information on this website Adopted and
is relevant adapted

Entertainment was defined as the antecedent of arousal

when online customers visit a website, its entertainment relates
positively to the arousal Richard et al., 2010; Richard, 2005; Raney

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et al., 2003). The researcher intended to investigate the importance
of entertainment for website with positive influences on online
consumers attitude and involvement offer considerable
encouragement for online consumers to use online internet (Hsieh et
al., 2014; Richard et al., 2010; Cai and Xu, 2007; Chen et al., 2002)
(Table 3.9).
Table 3.9 Stimulus 6: Entertainment (E)

Construct Items Source Cronbach’s Note

Alpha
This website is fun to browse Chen and 0.935 Adopted and
Well’s (1999) adapted
This website is exciting Adopted and
adapted
This website is imaginative Adopted and
adapted
This website is imaginative Adopted and
adapted
This website is flashy Adopted and
adapted

Flow experience is defined as people’s feelings or

psychological state, cognitive state and experience state that invoke
such strong desire that users wish to repeat it during Internet based
activity (Finneran & Zhang, 2005; Hoffman & Novak, 1996;
Csikszentmihalyi & Csikszentmihalyi, 1992). The researcher intended
to examine that flow experience will enhance millennials continued
intention to use an online property website platform in Malaysia
based on the previous research that has identified flow as a positive
experience and support the post-evaluation, judgement of
satisfaction behavior in the computer-mediated environment (Zhou
et al., 2010; Finneran and Zhang, 2005)(Table 3.10).

Table 3.10 Organism : Flow Experience (F)

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 Construct Items Source Cronbach’s Note
Alpha
When using this website, my Lee et al. 0.789 Adopted and
attention was focused on the (2007a) and adapted
activity Zhou (2012a)
items 1-3 ;
Lee, 2009;
Triantafillidou
and Siomkos,
2014) items 4-
6
When using this website, I Adopted and
felt in control adapted

When using this website, I Adopted and

found a lot of pressure adapted

When using this website, my Adopted and

time seems to pass very adapted
quickly

When using this website, I Adopted and

am not aware of things adapted
happening around me

When using this website, I am Adopted and

totally absorbed in the adapted
website

In this study, researcher intended to examine to what extend

does flow experience mediate the relationship between the
architectural quality of the website (ubiquity, ease of use,
information exchange) and atmosphere cues of the website
(informativeness, effectiveness, entertainment) towards millennials’
intention to use online property website (Table 3.11). Intention to
use defined as interactive, relativistic, preference perception and
experience, i.e. the end-states that encompass multiple benefits and
sacrifices that customers link with offering’s characteristics (Sweeney
& Soutar , 2001; Lin & Lu, 2000).

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 Table 3.11 Response: Intention to use (IU)

Construct Items Source Cronbach’s Note

Alpha
The likelyhood of use this Dodds (1991) 0.940 Adopted and
website is high adapted
The probablility that I consider Adopted and
using this website is high adapted
My willingness to use through Adopted and
this website is high adapted
I intend to use through this Adopted and
website adapted

3.5.4 Sampling Procedure

The unit analysis for this study is the individual level. Thus, the
target population of this study was Millennials generation in Malaysia
at three different places in the state of Sabah, Sarawak and Wilayah
Persekutuan Kuala Lumpur during property fair or exhibition in
Malaysia through out the year of 2019. These states were selected
based on their development ranking of Malaysia States. Wilayah
Persekutuan, Kuala Lumpur will be selected since this state is among
the more developed states in Malaysia. Moreover, Kuching, Sarawak
will be chosen because it is moderately developed compare other
states. Kota Kinabalu, Sabah is chosen because it is one of the less
developed states in Malaysia. However, the final decision is to
choose Sabah and Sarawak in order to trepresent a different part in
Malaysia, that is East Malaysia. Morever, There was no restriction
between the respondent’s gender or ethnicity in this study.

3.6 Pretesting

This study use pretesting to test the survey questionnaires, before it

distributed to the respondents. This study has two pre-test sessions
which are pre-test and pilot study.

3.6.1 Pre-Test

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As this study is focused from the perspective of Malaysia and the
property industry, a pre-test of the questionnaire was conducted
with property industry experts, particulary those that specialized in
property market in Malaysia. A pre-test helps to minimize
misinterpretation, reduce fuzziness and vagueness of the
questionnaire design, to ensure that they remain understandable
and clear for the respondents. Furthermore, the pre-test was
conducted to establish the questionnaire’s content validity by
content experts, face validity (by language expert), and criterion
content validity (by measurement expert) (Lewis et al., 2005;
Straub, 1989; Hardesty and Bearden, 2004).

An expert validation will be conducted in this study to access

the validity of the content. The aim to conduct an expert validation is
to access the validity of the content by requesting comment
consisting clarity, feedbacks and quality of each items in the
questionnaires (Mohd Fuzi, Habidin, Janudin, & Ong, 2019).
Morever, soliciting expert feedback of every survey questions in
terms of organization, administration and content using Likert scale
items is valuable strategy to identify problems and refined
questionnaire items according to their experd judgement and
advices (Ruel, Wagner and Gillespie, 2016).
A face-to- face interview via the debriefing method were
conducted (Hunt, Sparkman and Wilcox, 1982). Thus, some
technical jargon and vogue statements were removed based on the
comment received. The information obtained from them has enabled
the researcher to make some adjustments to the content and
rewritten and the items statements refined into format
questionnaires for the next step, pilot study. Below is the question
validation form to be given to industry expert for theory opinions
relating to face validity and construct validity of the measurement,
as the experts have the breath of knowledge and experience
regarding the industry.

108
 In this study, two groups of experts were consulted. The first
group consisted of two personels from the property industry who
were a certified property agents and the second group included two
marketing and finance senior lecturers from Universiti Malaysia
Sabah and one senior lecturer from Universiti Utara Malaysia namely
senior lecturer 1, senior lecturer 2 and senior lecturer 3. In total
there were three senior lecturers and two property agents were
consulted in this study. The two property agents namely agent 1
(Licence Number REN09722) and agent 2 (Licence Number
REN13838) from the Real Estate Agent (EMA Properties Services)
Wisma CTF Jalan Damai Luyang, Kota Kinabalu Sabah. They were
approached for their expertise in property industry based on their
working experienced more than 10 years in the property line.

Meanwhile, all the experts were asked to comment on the

questionnaire’s design and research methodology. Each of the
questionnaire items were checked and reviewed for its purpose,
content, and scope. The panel of experts were required to comment
on several facets of the survey design such as the clarity or
ambiquity of definitions, item representativeness, clarity of
instructions and appropriateness of the scale. The pre-test was
executed within 1st January until 10th of January 2019. A the
consclusion of the pre-test session, experts were asked to furnish a
written remark about the length and wording of items; survey flow,
design and instruction. Thus, from the discussions with experts,
eight minor wording changes were made and no items were
removed or added.

3.6.2 Pilot Study

A pilot survey needs to be administered to appraise further and

purify the instrument after the pre-test of the research instrument
(Lewis et al., 2005). Testing the questionnaire is to identify any

109
potential problems and is considered as “dress-reheasal” of the pilot
study. Meanwhile, Devisakti & Ramayah (2019) highlighted the
important of pilot study to improved research design and adds to the
body of knowledge of pilot study in their research study. This pilot
study was carried out in order to fulfill the following objectives:

 To prepare a questionnaire by conveying the three main

areas: factors influencing e-learning portal use, elearning
portal usage and performance.
 To analyse the reliability and validity of the questions.
 The pilot study also intends to answer the following research
objective:
 Does the designed questionnaire address the objectives?

Then, a pilot study was used in the study; the importance for
using pilot study is to enhance the quality and the efficiency of the
main study. Eldridge, Lancaster, Campbell, Thabane, Hopewell,
Coleman and Bond (2016), pointed out pilot study refers to a study
conducted before the main research and closely related to a larger
study. Furthermore, Shuttleworth (2015) supported that pilot study
is conducted before a large scale study is carried out to test
reliability, validity, feasibility and identifies errors in the
questionnaire. In addition, pilot test should be regulated to further
evaluate and clean the instruments after the pre-test of the
exploration instrument (Lewis et al., 2005).

Table 3.12 showed the respondent’s profile for pilot test

result. The online survey yielded 30 responses, of which 36.7% were
male and 66.7% were female. The respondents were aged
lowerthan 18 years old and above 39 years old, reported as 35.5%
and 61.3%, respectively. Overall, the higher percentage in this study
consists of professional work (36.7%), managers (30%), others
(16.7%), student (6.7%), retired (6.7%) and followed by housewife
(3.3%). The 30 data were analyzed using SPSS software (Statistic

110
 Package for the Social Sciences). Frequency test was used to
analyse the information provided by the respondents.

Table 3.12 Respondents’ Profile (Pilot test result)

Variable Items Frequency Percent

(n=30) (%)
Gender Male 11 36.7
Female 19 63.3
Age Lower than 11 36.7
18 years old
Above 39 19 63.3
years old
Occupation Managerial 9 30.0
(i.e.
manager)
Professional 11 36.7
(i.e. lawyers,
doctors,
teachers,
architects)
Student 2 6.7
Housewife 1 3.3
Retired 2 6.7
Others 5 16.7

3.7 Data Collection Method

In this study, researcher designed survey questionnaires to enable

respondents to have better understanding the process of result
observed in this study. These survey questionnaires were able to
facilitate in obtain a reliable and valid measurement. Validity was
defines as the truthfulness and appropriateness of the research
result (Bashir, Afzal & Azeem, 2015). Meanwhile, Leung (2015)
pointed out that reliability as the ability of being replicated during
the process and the result of the research. The advantages by using

111
self –administered questionnaire was low cost compared to other
methods and it was easy way to get the respondents’ perceptions
and opinions.

3.7.1 Procedures for Data Collection Methods

The survey questionnaire was administered with a cover letter, two

screening questions were included before the questionnaire to filter
out potential respondents who were neither Malaysia nor millennials
groups. The questionnaire contains a total of 47 questions which are
divided into three (3) sections namely Part A, Part B and Part C. The
questionnaires were in the form of closed-ended questions.. Section
A was about the screening questions (i.e. age, citizenship) of the
respondents. Section B was the Stimulus- Organism- Response
variables measures the ARQW (i.e. ubiquity, ease of use, information
exchange) and ATQW (i.e. informativeness, effectiveness,
entertainment); flow experience (mediator); races (moderator) and
intention to use (independent) were measured in 5-point Likert
Scales based on previous research, comment or feedback from
expert validation in pre-test.

In addition, measurement items in the questionnaires

covering the constructs were multi-items scales were measured
using a 5- point Likert- type scale from “Strongly disagree” (1) to
“Strongly agree” (5). Respondents were asked to report their views
based on the five types Likert scale. While section C was about the
was using the nominal scale items measure demographic data (i.e.
gender, race, occupation, income, religion, education level, marital
status, nationality, years of study, internet use frequency, and
property websites visited/use, section) that have been asked in this
section. This information is needed to identify the respondent’s
profiles. The arrangement of the questionnaires was set very easy
for the respondent to comprehend.

112
 In this study, researcher designed survey questionnaires to
enable respondents to have better understanding the process of
result observed in this study. These survey questionnaires were able
to facilitate in obtain a reliable and valid measurement. Validity was
defines as the truthfulness and appropriateness of the research
result (Bashir, Afzal & Azeem, 2015). Meanwhile, Leung (2015)
pointed out that reliability as the ability of being replicated during
the process and the result of the research. The advantages by using
self –administered questionnaire was low cost compared to other
methods and it was easy way to get the respondents’ perceptions
and opinions.

3.7.2 Pilot Study Data Collection Process

The pilot test was conducted over 10 days period in the month of
January 2019. Pilot study of this study was conducted among 30
participants in the area Kota Kinabalu, Sabah. This number is
recognized as large enough based on central limit theorem (Hair et
al., 2011). A questionnaire is generated and person administered
method is used where researcher physically meet with respondents
face- to- face. At such, researcher can ensure the exact amount of
sample size for pilot study is obtained.

The data collection process for the pilot test is presented in

Figure 3.4. During the process of data collection, the researcher
used face to face communication which data are obtained from
primary source by using self-administered questionnaire. The
researcher distributed the questionnaire by hand to each
respondent one by one and explained to the respondents about the
purpose of conducting this study and collected later upon
completion. The researcher performed the screening process of the
pilot test respondents that categorised as Malaysian and were
within 18 until 38 years old. Throughout the pilot test process
session, importance was to ensure respondents give comments and

113
answered each items of the survey questionnaire. Meanwhile, when
respondents faced any problems or complication while answering the
questionnaire, researcher explained and assisted them on the spot.

Pilot Study Data Collection Process

Contact potential respondents & get
respondents consensus to participate (face
to face communication)

Screening out non-Malayisan & not within

18-38 years -old

Respondents give comments questionnaire

Respondents answer survey questionnaire

Figure 3.4 Pilot Study Data Collection Process

3.7.3 Actual Study Data Collection Process

The data collection process for the actual study is presented in

Figure 3.5. The data collection process using the pen and paper
method. The actual data collection process was conducted for five
months starting March. 1 2019 to 21, July 2019 due the property fair
event helded in three places, which are Kota Kinabalu Sabah,
Kuching Sarawak and Kuala Lumpur. All these property events will
be organized by Property Organisers such as Property Hunter,
Sarawak Housing and Real Estate Developers' Association (SHEDA),
and BW CYANS Advertising Sdn Bhd and iProperty throughout the
year 2019. The researcher uses a Judgemental sampling technique
because majority of visitors that attended the property's fair are
likely interested to search for property information and the majority

114
of the Millennial generation are the most active Internet
usersparticipating in various online transactions for the entire
sample. The similarities or homogeneity of proportions of
respondents tended to be more educated, affluent, and engaged in
more up-scale occupations. 450 survey questionnaires were
distributed and respondents were briefted about the purpose of the
study and given a free choice to participate or not. Finally, after
filteringnall questionnaires, only 354 were usable for this survey.

Actual Data Collection Process

Contact potential respondents & get
respondents consensus to participate (face
to face communication)

Screening out non-Malayisan & not within

18-38 years -old

Respondents answer survey questionnaire

Figure 3.Figure 3.5 Actual Data Collection Process

To generalize the result from this study, research used non-

probabililty sampling to collect the data in Sabah, Sarawak and
Wilayah Persekutuan Kuala Lumpur state including front liners,
clerical, managerial, professional, student, executives, property
agent and others will be approached. Reasearch fully focused on the
Millennials group aged range 18 until 38 years old who visiting the
property exhibition in Kota Kinabalu, Sabah, Kuching, Sarawak and
Kuala Lumpur . Besides, this was because there was wider
population of Millennials who attended the property exhibition and
have hiher interest looking for property. The list of the property
exhibition spots was as followed:

115
i. Property Fair 1-3 March 2019 ( Dewan Foo Chow, Kota
Kinabalu, Sabah)

ii. Property Fair 19-21 July 2019 ( Mid Valley KL Exhibition

Centre Megamall, Kuala Lumpur)

iii. Property Fair 20-22 September 2019 ( Borneo Convention

Centre Kuching, Sarawak)

Figure 3.6 List of the property exhibition spots

In this type of sampling, subjects were chosen to be part of

the sample with a specific purpose and the subjects are fit for the
research. This was the reason why they were purposely chosen as
subjects. This form of sample was often used when working with
very small sample (Neuman, 2005). Based on this sampling method,
(Gupta & Gupta, 2012) stated that the sample was expected to be of
quality considering that the researchers know the given populations.
It was also used mainly in situations requiring extremely small sizes

116
of samples. M. Kumar et al., (2013) stated that judges may be a
group of experts with the knowledge about the particular problems.

Hence, the participants who attended the property fare in

Kota Kinabalu, Sabah, Kuching, Sarawak and Kuala Lumpur were
chosen because the visitors were interested to find information
related to the property industry in Malaysia. Moreover, property fair
provides a lot information regarding properties in Malaysia including
west and east Malaysia and many real estate and brokerage agent
were willing to introduce and promote their properties. All these
properties events were organised by the Property Organisers such as
Property Hunter, Sarawak Housing and Real Estate Developers'
Association(SHEDA), and BW CYANS Advertising Sdn Bhd and
iProperty throughout the year 2019 in Appendix 2.

3.8 Data Analysis

The raw data collected from questionaire was computed in numerical

form (Robinson, 2015) used SPSS software for data screening. Next,
researcher used Partial Least Square (PLS) statistics to examine the
natural relationship between independent variables (IVs) namely
ubiquity (UB), ease of use (EOU), information exchange (IE),
informativeness (IN), effectiveness (EF), entertainment (EN),
mediated by flow experience (MedV), and moderated by income
(MV) and dependent variables (intention to use) applied through
SmartPLS 3.0 version (Ringle et al., 2015) which includes analysing
the Latent Variables Correlations, T- Statistics, Composite Reliability,
Average Variance Extracted (AVE), PLS Algorithm, Cross Loading,
Cronbach’s Alpha and Structural Model in testing the Hypothesis
( Hair et al., 2014).

The method of data analysis is significant to check whether

the findings are able to answer the objective of the study. The raw
data collected from the questionnaire will be using SPSS software for

117
data screening before using PLS-SEM for further analysis. Data
analysis starting with descriptive analysis (SPSS software version 23
applied to enter all data pertaining to the study) is used to measure
the respondents’ profile consisting of mean, maximum, minimum,
standard deviation and variance of analysis. Some modifications are
made to the item structure in order to befit the context of the
current inquiry. The raw data collected from the questionnaire will
be using SPSS software for data screening before using PLS-SEM for
further analysis.

The data preparation processes involved coding and data

entry into a database , data filtering and finding any missing
answers. Using the purposive sampling survey, an aggregate of 400
participants responded to the study. Upon getting the survey
responses a thorough examination was made to spot any incomplete
or invalid information. Out of the 400 responses, 46 responses were
found to be incomplete and invalid. Among the causes why the
responses were considered incomplete were due to incomplete
questionnaire. Although the survey was set to force respondents to
answer all questions, there were few cases where respondents
stopped answering the survey halfway through. Therefore, this
caused the incomplete survey questionnaire. Next, the complete 354
survey questionnaire were loaded into SPSS version 26 software for
the generating descriptive statistical report, generating exploratory
analysis such as missing or invalid data. Finally, for the purpose for
generating additional analyses such as normality test, response
biasness and common method biasness.

In addition, researcher used PLS-SEM analysis, SmartPLS

Version 3.0 (Ringle et al., 2015) to analyse the measurement and
structural models. Firstly, the data from Smart PLS was needed and
transformed into an Excel CVS file to generate raw input for the
application. Perform data screening is undertaken in order to ensure
it would not deteriotrate power in this study. The researcher felt this

118
step is important to ensure that the data used in the higher –level
analysis is valid and complete. It involves data screening (e.g.
outliers) and to verify the data normality, there were a few analyses
needed to be conducted to ensure the data did not have missing
values, and to avoid any potential of common method bias (Table
3.13).

Table 3.13 Data Screening Issue

Data Screening Explanation
Issues
Missing Data -traditional method to handling missing data, however these
method produce underestimates of standard errors
-raw data should be carefully screened to ensure no coding
errors and if exceed more than 15% it should be removed
from the data set
Outlier -outlier screened before running PLS-SEM
Dectection
Normality -normality issues screened by statistical methods both
skewness and kurtosis close to zero in order to ensure the
data would considered a normal distribution
Source: (Dwivedi, 2009; Hair et al., 2016)

3.8.1 Missing Data

In dealing with missing data, this study employed expectation /

maximization (known as the EM algorithm) (Dempster et al., 1977).
EM is a maximum likelihood technique that works with the
connection between the unknown parameters of the data model and
the missing data. Schafer and Olsen (1998) supported that
estimating the model parameters would be straightforward, if the
researcher knew the missing values. Likewise, if the parameters of
the data model were known, then it would be possible to obtain
unbiased prediction for the missing values. This indicates an
approach in which the parameters are first estimated the missing
values are calculated. The filled-in dataset are then used to re-
estimate the parameters, then the re-calculated parameters are re-

119
used to estimate missing values and so on. When the process finally
converges on stable estimates, the iterative process ends. In this
study, there is no missing data because all questionnaires were filled
completely.

3.8.2 Outliers Detection

Outlier should be identified before running PLS-SEM. The IBM SPSS

statistic software used to identify the outliers. If there are few
identified outliers, the general approach is remove it from the data.
However if the outlier increase, it might need to determine is the
unique subgroup exists. The subgroup can be identify through prior
knowledge or statistical means (e.g. FIMIX-PLS). In this study, there
is no outliers detection data detected.

3.8.3 Normalities Tests

The data normality test for this study is examined using two
statistical analyses: 1) Shapiro-Wil test and 2) Skewness and
Kurtosis. The outcomes from the Shapiro- Wil test showed that all
variable did not have significant values of 0.00. This indicated the
normality of the data. Further tests were conducted by examining
the data skewness and kurtosis values. The result of this test
confirmed that the data distribution was normal, where all the data
presented skewness and kurtosis above the mentioned threshold, -3
to +3.. Therefore, it showed that the data normality distribution
assumption was not violated.

3.8.4 Justification for Selecting PLS-SEM

120
Structural Equation Modelling (SEM) is a methodology for
representing, estimating and testing a relationships between
variables which measured variables and latent constructs. Once SEN
is chosen for this study, researchers need to consider which type of
method is suitable for the data analysis. There are two types of SEM
approaches, which are covariance-based SEM (CB-SEM) and
variance-based partial least square (PLS-SEM). Both methoids are
complementary rather than competitive.

PLS-SEM was used in this research due to the study is the

first to comprehesively to to examine the determinants of the
millennials' intention to use the online property website, to examine
the mediating effects of flow towards millennials' intention to use the
online property website and to examine the moderating effects of
income towards millennials' intention to use online property websites
in Malaysia. The framework of this study is extending the existing of
S-O-R theory by adding on few variables that important in Malaysia
online property website context.

Furthermore, PLS-SEM did not need the theory being tested

to already have empirical support that must be well established from
other sources (Lowry and Gaskin, 2014). Therefore, it is suitable for
justifying PLS-SEM is used for this study since the S-O-R theory and
model is fairly new to be proposed. The proposed model and its
associated hypotheses are tested using PLS-SEM this study aims to
access new relationship (Wilden et al., 2013). Also, Smart –PLS can
support complex model which has many construct and indicators
(Ringle et al., 2012). Table 3.4 shows the comparison of CB-SEM
and PLS-SEM. Table 3.14 showed why used Smart PLS 3.0 in this
study.

Table 3.14 Comparison of CB-SEM and PLS-SEM

121
 Criteria of Variance-Based Modelling Covariance-Based
Selection (e.g. SmartPLS, PLS Modelling(e.g. LISREL,
Graph) AMOS, Mplus)
Objective Prediction Oriented e.g. Parameter Oriented e.g.
extension of the existing theory testing, theory
structural theory confirmation
Distribution Non-parametric Normal distribution
Assumption (parametric)
Includes Multigroup Can use, but difficult Preferable
Moderators
Required Sample Power analysis based on Recommendations for the
Size the portion of the model minimum number of
with the largest number observations generally
of predictors/small range from 100 to
number of sample size 800/high number of
(min. 30-100) sample size
Model Complexity Suitable for complex Suitable for nonrecursive
model (e.g. many model/ Large models
constructs, many problematic (50+ indicator
indicators)/ Large models variabkes)
Software Smart PLS AMOS
Measurement Model Formative and Reflective Typically only Reflective
indicators OK indicators
Statistical tests for Inference requires Assumptions must be met
Parameter Estimates Jackknifing or
Bootstrapping/ Potential
Bias
Indicators per One –Two OK Typically 3-4 minimum to
construct Large number OK meet identification
requirements
Normality of Data Non-required Required
Goodness –of- fit None Many
measures
Sources: (Sarstedt et al., 2014a; Lowry and Gaskin, 2014; Hair et al., 2011)

In this study, PLS-SEM is used because this technique is a

multivariate analyse technique that has been popular among
marketing researcher (Chang et al., 2016). Moreover, this technique
is the first to comprehensively examine the ARQW and ATQW
constructs in order to better understand the millennials online

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behavior on the online property website. The framework of this
study is using S-O-R theory to investigate the constructs of ubiquity,
ease of use, information exchange, informativeness, effectiveness
and entertainment, to determine whether significant relationships
with flow experience mediates towards intention to use inline
property website in Malaysia. Also, Smart –PLS can support complex
model which has many constructs and inficators for research study
consists many latent variables and second order constructs (Ringle
et al., 2012).

3.8.5 Step of Processing the Data

It all begins with measurement model assessment followed by

structural model depending if the framework of the research
comprised solely on reflective constructs. The purpose of examine
outer model is to ensure the survey items are measuring constructs
they designed to emasure, thus ensuring the survey instrument is
reliable (Hair et al., 2016).

Figure 3.10 Processing the data

Preliminary data analysis

Insert the respondent profile and measurement

variable into SPSS

Measurement model through confirmatory factor

analysis

Structural Model

Hypothesis testing

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 Figure 3.10 presents the steps in conducting the assessment
of the model. The first stage is assess the inner model or
Confirmatory Factor Analysis (CFA) using psychometric reliability and
validity tests for measurement properties. Hence, researcher
performed the preliminary data analysis by insert the respondent
profile and measurement variable into SPSS. The second stage used
to assess the outer –model or structural model relating to the paths
or causal relationships between the underlying constructs. Thirdly,
structural model is then used for hypotheses testing once good
fitting was identified.

3.9 Coding for Questionnaire

Table 3.15 Coding for Questionnaire

Ubiquity Ubi1 Website Entertain1

Entertainment
Ubi2 Entertain2
Ubi3 Entertain3
Ubi4 Entertain4
Ease of Use Ease1 Entertain5
Ease2 Flow Experience Flow1

Ease3 Flow2

Ease4 Flow3

Information InfoEx1 Flow4

Exchange
InfoEx2 Flow5
InfoEx3 Flow6
InfoEx4 Intention to Use INT1
Website Informative1 INT2
Informative
Informative2 INT3
Informative3 INT4
Informative4
Effectiveness of Effective1
Information

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 Effective2
Effective3
Effective4
Effective5
Effective6

Coding is one of the process in data processing and related

with converting the questionnaire data into meaningful categories to
facilitate analysis. Table 3.15 present the coding for questionnaire
for this study. The coding for questionnaire in this study focused on
the variables such as ubiquity, ease of use, information exchange,
website informative, effectiveness of information, website
entertainment, flow experience and intention to use.

3.10 Measurement and Structural Model using Partial Least Square (PLS)

The research model was assessed using a two-step process for this
study: Firstly, the assessment of the measurement model and
secondly, the assessment of the structural mode. The purpose of
model validation was to determine whether both measurement and
structural justified the quality standards for empirical work (Hair,
Sarstedt, Ringle, & Mena, 2012; Urbach & Ahlemann, 2010;
Henseler, Ringle, & Sinkovics, 2009; Anderson & Gerbing, 1988) The
subsequent subsections addressed the procedures used to evaluate
both measurement and structural model of this study.

3.10.1 Reflective Measurement Model assessment

The reflective measurement model was assessesed using internal

consistency reliability, convergent validity, and discriminant validity.
The output criteria for the measurement model assessment in this
study is enclosed in Table 3.20. Realibility test is a part of goodness
of measures which refers to the consistency of the measuring test
and procedures that was used in data collection of this study. In

125
order to enhance the accuracy of the results, the concepts of
reliability and validity the measurement instrument are important as
they are the fundamental elements in getting a consistent result and
appropriate data (Tavakol & Dennick, 2011).

Hair et al. (2010) defined reliability as an evaluation of the

degree of consistency between variables. Moreover, reliability is a
necessary condition to validate to determine the internal consistency
of the scale by using Cronbach’s alpha (Cooper and Schindler, 2003).
According to Tavakol & Dennick, (2011), reliability referred to the
test which provides a measure of consistent results and show
significance of the test whereas validity indicated the suitability of
instrument. Therefore, reliability of any instrument should be
assessed first for appropriateness to access validity (Hair et al.,
2011).

The two main criteria used for testing goodness of measures

are validity and reliability. Reliability is a test of how consistency a
measuring instrument measures validity is a test of how well an
instrument that is developed measures the particular concept it is
intended to measure (Sekaran and Bougie, 2003). In fact, Sekaran
and Bougie (2016), supported that the reliability is significant after
the measurement procedure is proven reliable by gathering the data
using a particular tool.

This study assesses the consistency of the entire scale with

Cronbach’s alpha, which is the statistical method for testing
constructs’ reliability in research. The composite reliability is used to
assess the reliability of constructs based on the rule of thumb, when
a constructs’ reliability score is greater than 0.7, the construct is
acceptable level in most of the studies (Cortina. 1993; Nurakun et
al., 2018). Most of the constructs in this study have Cronbach alpha
ranging from 0.789 to 0.940. Therefore, Cronbach‘s Alpha for the
31 items of ubiquity (4 items), ease of use (4 items), information

126
 exchange (4 items), website informative (4 items), website
information (5 items), flow experience (6 items) and intention to use
(4 items) need to be greater than .70 to be considered adequate
and reliable and all constructs have good internal consistency
(Robinson, Shaver & Wrightsman, 1991). Hence, all 31 items in the
questionnaire will be kept and no single item will be removed from
this study, this questionnaire was deemed acceptable (table 3.16).

Table 3.16 Test of Reliability

Factor Cronbach’s Alpha No of Items

Ubiquity 0.800 4

Ease of use 0.890 4

Information exchange 0.825 4

Website information 0.937 4

Website entertainment 0.935 5

Flow experience 0.789 6

Intention to use 0.940 4

Total item 31

Construct validity to test how well the results obtained from

the use of the measure that fit the theories around which the test is
designed ( Sekaran and Bougie, 2003). The question here is does
the instrument tap the concept as theorized. This can be accessed
through convergent and discriminant validity. First, we looked at the
respective loadings and cross loadings to access if there are
problems with any particular items. Researcher used a cut of value
for loadings at 0.5 as significant (Hair et al., 2010). As such, if any
items which has a loading of higher than 0.5 on two or more factors
then they will be deemed to be having significant cross loadings.

127
 The measurement model’s convergent validity in this study is
measured by examining its average variance extracted (AVE) value.
The convergent validity which is also known as degree to multiple
items to measure the same concept are in same agreement and it
consists of factor loadings, composite reliability and average
variance extracted to access convergence validity and the loadings
for all items exceeded the recommended value of 0.5 (Hair et al.,
2010). The composite reliability values extracted (AVE) measures the
variance captured by indicators relative to measurement error, and it
should be greater than 0.50 to justify using a construct (Barclay,
Thompson and Higgins, 1995).

Discriminant validity is the degree to which items

differentiate among constructs or measure distinct concepts was
assessed by examining the correlations between the measures of
potentially overlapping constructs. Although the Fornell and Larcker’s
(1981) criterion is capable of executing a suboptimal valuation of
discriminant validity, the incipient of HTMT method is rigorous or
superior criterion to guarantee every latent in a study. Such study is
corroborated by Compeau et al., (1999) that the indicators’ loading
are higher against their respective construct compared to other
constructs. The criterion of validity guideline to evaluate a
measurement model is depicted in table 3.17.
Table 3.17 Criteria for Assessing the Reflective Measurement Model
Validity Type Criterion Guideline Reference
1 Internal CR CR >0.7 (for Nunnally &
consistency exploratory study) Bernstein (1994)
CR >0.8 (advance
research)
CR<0.6(lack of
reliability)
2 Indicator Indicator Item’s loading >0.7 Hair et al. (2017)
reliability loadings and significant at
least at the 0.05
3 Convergent AVE AVE >0.50 Hair et al. (2017)
validity

128
 4 Discriminant Cross Items’ loading of Hair et al. (2017)
validity loading each indicator is
highest for its
designated
construct
Fornell and The square root of Hair et al. (2017)
Larker the AVE of a
construct should be
greater than the
correclations
between the
construct and other
constructs in the
mode
Source: Hair et al., (2017); Ramayah et al., (2018)

The measurement model validity can be considered acceptable

when:

1. CR is greater than 0.8

2. Each item’s loading is significant at least at the 0.05 level and
higher than 0.7.
3. The AVE value of each construct is greater than 0.50.
4. Item’s loading of each indicator is greater for its designated
construct.
5. The square root of the AVE of a construct should be greater
than the correlations beyween the construct and other
constructs in the mode.

3.10.2 Structural Model & Hypotheses Testing ( Boothstrapping)

After the measurement model was validated successfully, then the

structural model be analysed. The question of whether the
hypotheses expressed by the structural model are supported by the
adta or not can only be answered through validating the structural
model (Urbach & Ahlemann, 2010). In PLS, a structural model can

129
be assessed using coefficient of determination (R²), and path
coefficients.

Partial Least Square (PLS) was conducted using non-

parametric technique, the researcher then performed boothstrapping
with the sample size of 354. The structural model of PLS was then
examined to see whether the hypotheses was supported by the data
or not. The SEM offered two measures specifically the path
coefficient and the coefficient and the coefficient of determination
(R² value).

Table 3.18 Criteria for Assessing the Reflective Structural Model

Validity Type Criterion Guideline Reference

1 Model validity Coefficient of 0.67 – substantial Cohen (1988)
determination 0.333- moderate
(R² ). 0.190- weak
2 Path coefficients Path coefficient Hair et al.
must be at least (2017)
0.100 and at
significance (at
least 0.05)
Lateral VIF < 3.3 Diamantopoulus
collinearity (Variance inflator & Sigouw
factor (2006)
Q² Value larger than Hair et al.,
Stone Geisser 0 indicated that (2017), Geisser
Predictive exogenous (1974)
relevance construct have
predictive
relevance for
endogenous
construct
F² Effect size of 0.02, Chin (1998)
Effect of size to 015, and 0.35 are
R² weak, medium
and large
Source: Hair et al., (2017, 2013); Chin (1998); Ramayah et al., (2018); Geisser
(1974)

130
The structural model validity can be considered acceptable when:

1. Coefficient of determination must be larger than 0.19.

2. Path coefficient between latent variables (LVs) must be at
least 0.1, follow the correct algebraic sign (in the case of this
study –positive) and significance (at least 0.05)

3.10.2a Coefficient of determination (R²)

Subsequently, the model’s predictive accuracy can be measured

using R² value. The stuctrural model measures the correlation
between constructs or latent variables that are hypothesized in the
research model. According to Chin (2010), the finess of the
theoretical model is shaped by the variance explained (R²) of the
endogenous constructs and the significance of all path estimates.
Both the R² and path coefficients measure how fit the data supports
the hypothesized model (Chin, 1998). Accordimg to Chin (1998b), R²
values for endogenous latent variables are assessed as follow: .20
- .30 along with measures that explain 50% or more variance is
considered acceptable. Bootstrapping is a statistical method to
assess standard errors and t- statistics.

3.10.2b Path Coefficients

The path coefficient discussed the strength of the relationship from

one path to another path. It represents the amount of variance in
the independent variables explained by all the independent
constructs linked to it. Path coefficient can only be conducted after
the data in PLS model had gone the analysis known as
boothstrapping. In addition, path coefficient estimated the path
relationship between endogenous variables in the structural model
(Hiar et al., 2014). Hence, hypotheses proposed in this study could
be tested whether supported or not supported using this test.

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3.11 Mediating Analysis

This study research model involves a mediating variable, tests

should be conducted to examine whether mediating effects of flow
towards millennials' intention to use the online property website in
Malaysia. Baron and Kenny (1986) supported a mediator as a
variable that has an indirect unfluence on the relationship between
an independent (predictor) variable and a dependent (outcome)
variable. MacKinnon and Fairchild (2009) added that a mediating
variable stands between research variables (independent and
dependent) in an asymmetric fashion. Preacher and Hayes (2008)
defined a variable as mediator that accounts for the relation between
the predictor and the criterion.

Preacher and Hayes (2008) cited that there is no such

assumption in the assessment of indirect effects. Therefore, it is
quite possible to find that an indirect effect is notable even when
there is no evidence for a significant total effect. There are few ways
in testing mediating effect such as using MacArthur Approach for
Treatment by Kraemer, Kieman, Essex and Kupfer (2008) and Sobel
Test by Sobel (1982). However, flow experience is considered as a
mediator and causal tests method introduced by Baron and Kenny
(1986) employed in this study as depicted in Figure 3.1 Conceptual
Framework. Boothstrapping approach to multiple mediation is a
resampling technique that empirically generates an approximation of
the sampling distribution (Preacher and Hayes, 2008). The criteria
used to asses these mediating effects are listed in Table 3.22. Given
a 5% significant indirect relationship between constructs was
observed for p-value smaller than .05, t-value (two-tailed) above
1.96, and confidence intervals that do not include sero (Hair et al.,
2017).

Table 3.19 Criteria for Assessing the Mediating Effect

132
 Assessment Criteria Guideline Reference
Path coefficient p-value p-value ≤.05; Hair et al.
t-value (2 tailed) t-value >1.96 (2017)
Confidence inteal p-value ≤.01;
bias corrected t-value >2.58
Confidence
interval does not
include 0
Effect size ( f²) Measured used to Large effect = Chin (1998)
assess relative 0.35
impact of a Medium effect =
predictor construct 0.15
on an endogenous Small effect =
construct 0.02
Source : Hair et al. (2017); Ramayah et al. (2018)

3.12 Moderating Analysis

Moderating refers to the variables that affect the direction of the

relationship between independent and dependent variables whereby
the value of the indirect effect changes depending on the value of
the moderator variable (Hair et al., 2017; Hair et al., 2014). In
addition, it is also known as interaction effects between an
exogenous and an endogenous variable (Baron and Kenny, 1986;
Namazi and Namazi, 2016). The criteria used to analyse moderation
effects were path coefficient ( p-value, t-value, and confidence
interval bias corrected. The criteria used to asses moderating are
included in Table 3.20. Firstly, checking path coefficients (R²) to
support the moderator hypothesis. It can be done though using
bootstrapping to determine the interaction path which significantly
different from zero.
Table 3.20 Criteria for Assessing the Moderating Effect

Assessment Criteria Guideline Reference

Path coefficient p-value p-value ≤.05; Hair et al.
t-value (1 tailed) t-value >1.65 (2017)
Confidence inteal p-value ≤.01;

133
 bias corrected t-value >2.33
Confidence
interval does not
include 0
Effect size ( f²) Measured used to Large effect = Chin (1998)
assess relative 0.35
impact of a Medium effect =
predictor construct 0.15
on an endogenous Small effect =
construct 0.02
Source : Hair et al. (2017); Ramayah et al. (2018)

3.13 Analysis Method for Hypothesis Summarization

A summary of the analysis methods used to test hypotheses in this

study are presented in Table 3.21. Hypotheses H1 to H15 were
assessed using PLS-SEM path analysis. A one-tailed boothstrapping
was used to test direct relationships for hypotheses H1 to H8 as well
as the moderating effect of income in H15. Finally, two–tailed
boothstrapping was applied to examine the mediating effect of flow
experience ( H9 to H14) towards consumers’ intention to use online
property website.

Table 3.21 Hypotheses Analysis Method

Hypotheses Analysis Method
H1. Ubiquity has a positive relationship on the PLS-SEM & Bootstrapping (1-
ARQW and flow experience towards the online tailed)
property website.
H2. Ease of use has a positive relationship on PLS-SEM Path &
the ARQW and consumer flow experience Bootstrapping (1-tailed)
towards the online property website.
H3. Information exchange has a positive PLS-SEM Path &
relationship on the ARWQ and consumer flow Bootstrapping (1-tailed)

134
 experience towards the online property
website.
H4. Informative has positive relationship on the PLS-SEM Path &
ATQW and consumer flow experience towards Bootstrapping (1-tailed)
the online property website.
H5. Effectiveness has a positive relationship PLS-SEM Path &
on the ATQW and consumer flow experience Bootstrapping (1-tailed)
towards the online property website.
H6. Entertainment has a positive relationship PLS-SEM Path &
on the ATQW and consumer flow experience Bootstrapping (1-tailed)
towards the online property website.
H7. ARQW has a positive relationship between PLS-SEM Path &
flow experience and consumers’ intention to Bootstrapping (1-tailed)
use online property website.
H8. ATQW has a positive relationship between PLS-SEM Path &
flow experience and consumers’ intention to Bootstrapping (1-tailed)
use online property website.
H9. Flow mediates the relationship between PLS-SEM Path &
ubiquity and ARQW and consumers’ intention Bootstrapping (2-tailed)
to use online property website. Preacher & Hayes, 2004)
H10. Flow mediates the relationship between PLS-SEM Path &
ease of use and ARQW and consumers’ Bootstrapping (2-tailed)
intention to use online property website. Preacher & Hayes, 2004)
H11. Flow mediates the relationship between PLS-SEM Path &
information exchange and ARQW and Bootstrapping (2-tailed)
consumers’ intention to use online property Preacher & Hayes, 2004)
website.
H12. Flow mediates the relationship between PLS-SEM Path &
informative and ATQW and consumers’ Bootstrapping (2-tailed)
intention to use online property website. Preacher & Hayes, 2004)
H13. Flow mediates the relationship between PLS-SEM Path &
effectiveness and ATQW and consumers’ Bootstrapping (2-tailed)
intention to use online property website. Preacher & Hayes, 2004)
H14. Flow mediates the relationship between PLS-SEM Path &
entertainment and ATQW and consumers’ Bootstrapping (2-tailed)
intention to use online property website. Preacher & Hayes, 2004)
H15. Income moderates the relationship PLS-SEM Path &
between flow experience and consumers’ Bootstrapping (1-tailed)
intention to use online property website.

3.14 Summary

135
 In conclusion, this chapter discusses a solid base for the whole
research of the philosophical stance. It also deliberates the research
processes and survey method designed for this study. This chapter
began with an explanation of the research philosophy, research
approach and followed by the methods used to develop the research
instrument. In addition, study setting, unit of analysis, population
and sampling methods were detailed and justified because it is vital
to select a sample that is suitable representative of the population so
that the inferences derived from sample can be generalized back to
the population interest. It includes the use of focus groups according
to judgemental sampling technique, items selection, a pre-test and
a pilot study. Subsequently, research instrument and dimensions for
each variable was also discussed. Furthermore, this chapter
described on the consuct of pilot test in order to validate the
proposed measurement items and the structural model begore the
main study was performed. Finally, the data analysis was explained,
and the criterion for analyses, including the justification for
employing PLS-SEM and other test such as mediating and
moderating analysis. The result of the analyses and findings of both
the measurement and structural model are presented in the next
chapter.

CHAPTER 4

FINDING AND RESULT

4.1 Introduction

This chapter presents a wide range of analysis and results for this study.
This chapter begins by explaning the demograhic profile of respondents

136
 and descriptive statistics. Next, the reliability, validity, and confirmatory
factor analyses are presented. The reporting approach in this chapter
followed precisely what had been widely accepted in PLS-SEM analysis as
recommended by previous studies (Chin, 2010). Futhermore, chapter shows
the results of model testing, both measurement and structural models
adopted Partial Least Square- Structural Equation Model (PLS-SEM)
discussed in the previous chapter. Next, the user profiles are described in
detail and the hypothesis testing results are presented in this study.
Morever, this study involves the mediation effect of flow experience and
moderation effect of income on intention to use online property website,
post- hoc analyses are conducted to examine these effects.

4.2 Data Collection and Response Rate

The data collection was conducted smoothly as planned between March

until July 2019. A total of 400 survey questionnaires were printed and
distributed at three (3) locations such as Dewan Foo Chow Kota Kinabalu
Sabah, Mid Valley KL Exhibition Centre Megamall Kuala Lumpur and Borneo
Convention Centre Kuching Sarawak. However, only 354 of the survey were
fully usable in this study.

Table 4.1 Response Rate

Location Distributed Returned Response Rate
(%)
Property Fair 1-3 March 2019 ( Dewan
Foo Chow, Kota Kinabalu, Sabah) 134 120 89.55%

Property Fair 19-21 July 2019 ( Mid 133 124 93.23%

Valley KL Exhibition Centre Megamall,
Kuala Lumpur)
Property Fair 6-8 July 2019 ( Borneo
Convention Centre Kuching, Sarawak) 133 110 82.70%
TOTAL 400 354

The study of consumers’ intention, architecture quality of website,

atmosphere cues of website and flow experience was conducted in 2019
among the visitors in properties fairs from three (3) different places in the

137
 state of Sabah, Sarawak and Wilayah Persekutuan Kuala Lumpur. Data
collection was done using self-adminsitered questionnaire during a property
fair event held by Property Organisers such as Property Hunter, Sarawak
Housing and Real Estate Developers' Association (SHEDA), and BW CYANS
Advertising Sdn Bhd and iProperty throughout the year 2019. During the
collection data in property event, the participants were given ample time to
complete the self-adminsitered questionnaire and return it to the researcher
once they had completed.

In this study, participants were notified that participation was

voluntary and that they were permitted to skip questions or withdraw from
the study if they were not comfortable answering the questions. The
questionnaire was designed in English language only because most of the
participants consist of Millennials generation (born between 1981-2001) in
Malaysia could understand the questions as intended. The questionnaires
were in the form of closed-ended questions and parted into three sections,
namely Part A, Part B and Part C. For example, part A refers to screening
questions (i.e. age, citizenship); part B measures the ARQW (i.e. ubiquity,
ease of use, information exchange) and ATQW (i.e. informativeness,
effectiveness, entertainment) and part C is using the nominal scale items
measure demographic data (i.e. gender, race, occupation, income, religion,
education level, marital status, nationality, years of study, internet use
frequency, and property websites visited/use, section) in this study. This
information is needed to identify the respondent’s profiles and fullfill the
objective of this study.
4.3 Assessing Common Method Bias (CMB)

The researcher chose a methodological test named Harman’s one-factor test

to measure the common method variance (CMV) (Harman., 1976;
Podsakoff, MacKenzie, Lee., 2003). Common Method Variance (CMV) was
conducted to check any potential of common method bias namely Harman’s
one factor test (Shen, Yu, & Khalifa, 2010; Leimeister, Sidiras, & Krcmar,
2006; Koh & Kim, 2003). The main purpose of this test was to examine the
effect of the unrotated factor solutions to find the number of factors

138
accounting for the variance in the variables (Koh & Kim, 2003). A per
suggested to these authors, common method bias is distinguished based on
two conditions; 1) a single factor emerged from the factor analysis, and 2)
one ‘ general ’factor will account for a majority of the co- variance in the
independent and criterion variables. In addition, the amount of variance
accounted for common method biasness varies according to the field of
research e.g management, marketing, administration and psychology
(Podsakoff et al., 2006).

Prior to further analysis, common method bias (CMB) is a variation

that is attributable to the measurement method when both the predictor
variables and criterion are acquired from the same person (Podsakoff,
MacKenzie, Lee & Podsakoff, 2003). The measurement of research
construct of this study depends mainly on individual perceptual judgement
i.e front liners (cashiers, receptionists), clerical (administrative, secretarial),
managerial (manager), professional (lawyers, doctors, techers, architects),
students, executives, property agents and others in Malaysia. The objective
of this trial to test the existence of CMV can be detected if one principal
factor counts for the majority of the variance explained and to find the
number of factors accounting for the variation in the variables ( Koh & Kim,
2003; Podsakoff and Organ, 1986).

Common Method Bias is tested when the data are collected through
self-administration questionnaires and principal component analysis (PCA) is
performed by entering all measurement items. Bssed on the Harman’ s
single factor test, one factor were presented and the most co- variance
explained by one factor was 43.042 percent, demonstrating that common
method biasness is not considered a significant problem for this study. In
other words, the first factor did not explain more than 50% of the variance
explained and was not regarded as a subsitantial threat in this study
(Podsakoff & Organ, 1986).
Consequently, in this study the statistical results showed that
Common Method Bias is not an issue in this study. Based on the Harmon’s
single factor test, five factors were presented and the most –co-variance
explained by one factor was 44.4 percent, demonstrating that common

139
method biasness is unlikely contaminant of the research results. As
unrotated factor analysis of all study items generated five factors in total
explaining 67.8 percent of the variance. Given that a single factor solution
did not arise and a general factor did not account for most of the variance,
common method variance was not regarded as a substantial threat in this
research (Podsakoff & Organ, 1986).

SPSS 24 is used to enclose all items in principle components factor

analysis. Result generated showed 6 extracted factors with eigenvalues
greater than 1.0, including one control variable. All factors explained 43.5%
variance, (less than 50%), which means there is no common method
variance issue for this study ( Table 4.2).

Table 4.2 Common Method Variance

Extraction Sums of Squared

Initial Eigenvalues Loadings
% of % of
Compone Varian Cumulative Varian Cumulative
nt Total ce % Total ce %
1 16.45 16.45
44.479 44.479 44.479 44.479
7 7
2 3.931 10.623 55.102 3.931 10.623 55.102
3 1.990 5.379 60.482 1.990 5.379 60.482
4 1.485 4.014 64.496 1.485 4.014 64.496
5 1.247 3.371 67.867 1.247 3.371 67.867
6 .975 2.636 70.503
7 .847 2.288 72.791
8 .781 2.111 74.902
9 .706 1.907 76.810
10 .655 1.770 78.579
11 .570 1.539 80.118
12 .550 1.486 81.604
13 .504 1.361 82.965
14 .470 1.270 84.236
15 .451 1.218 85.454
16 .433 1.170 86.624
17 .410 1.109 87.733
18 .393 1.063 88.796
19 .359 .971 89.768

140
 20 .355 .960 90.728
21 .314 .849 91.577
22 .302 .817 92.394
23 .277 .748 93.142
24 .262 .707 93.849
25 .250 .675 94.524
26 .243 .657 95.181
27 .223 .604 95.784
28 .215 .582 96.366
29 .201 .543 96.909
30 .189 .511 97.420
31 .166 .450 97.870
32 .162 .439 98.308
33 .150 .404 98.712
34 .142 .383 99.095
35 .133 .360 99.455
36 .114 .309 99.764
37 .087 .236 100.000

4.4 Demographic Profile of Respondents

SPSS descriptive statistic was used to analyse the socio- demographics

profiles of respondents in this study. The respondents’ profile is presented in
Table 4.3. A total of 400 querstionnaires are distributed and 354 responses
are obtained at the age 18-38 years old, used in this study, which brought a
response rate of 88.5%, while 46 ( 11.5%) of responses are not used due
to an incomplete data and refused to participate. The results reflected that
99.4 % of citizens were Malaysian citizen and 0.6% were non-citizen.
Overall, most of the respondents were age between 18 to 38 years old
(100%). The respondents’ profile also indicated that 99% of the
respondents were Malaysian citizen The examination of the respondents’
information showed that almost two quarters of the respondents were
females ( 58.8%) with the remainder made up of male ( 41.2%).
Meanwhile, more than more than half of the respondents were Chinese
( 53.7%), Bumiputra (31.4%), Malay (8.5%), others (5.1%) and Indian
(1.4%). For occupation, 90 respondents were students with the total of
25.4%, 86 respondents were professional occupation with the total 24.3%,

141
48 respondents were housewife with the total 13.6%, 44 respondents were
manager with the total 12.4%, 44 respondents were clerical with the total
12.4%, 23 respondents were retired with the total 6.5% and 19
respondents were frontliner with the total 5.4% from the 354 respondents.
Among all respondents, most were obtained degree and above qualification
(59.9%), SPM or O level (13.8%), STPM or A level (24%) and PMR (2.3%).
There were more single marital status respondents (62.7%), married (35%)
and divorced (2.3%) from the 354 respondents in this study.

Table 4.3 Respondent Profiles

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 Variable Item Frequency Percent
Gender Male 146 41.2
Female 208 58.8
Age 18 - 38 years old 354 100
Citizen Yes 352 99.4
No 2 0.6
Race Malay 30 8.5
Chinese 190 53.7
Indian 5 1.4
Bumiputra 111 31.4
Others 18 5.1
Occupation Frontliners 19 5.4
Clerical 44 12.4
Manager 44 12.4
Profesional 86 24.3
Student 90 25.4
Housewife 48 13.6
Retired 23 6.5
Income Below RM1,000 54 15.3
RM1,000-RM2,000 55 15.5
RM2,000-RM3,000 67 18.9
RM3,000-RM4,000 57 16.1
Above RM4,000 121 34.2
Education PMR 8 2.3
SPM/ O Level 49 13.8
STPM/ A Level 85 24
Degree & Above 212 59.9
Marital Single 222 62.7
Married 124 35
Divorced 8 2.3

4.5 Descriptive Analysis

The variables in the model, ARQW (i.e. ubiquity, ease of use,

information exchange) and ATQW (i.e. informativeness,
effectiveness, entertainment) flow experience and intention to use
were also analysed using descriptive statistics. The descriptive
statistics consists of the mean and standard deviation for each
constructs are discussed in Table 4.4.

The independent variables included ubiquity, ease of use,

information exchange, informativeness, effectiveness and
entertainment are measured by using the 5-point Likert scale (1 =

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strongly disagree; 2 = disagree; 3 = neutral; 4 = agree; 5 =
strongly agree) in this study. Based on the table 4.3, it showed that
ubiquity (UB) means score range from 3.76 to 4.12 and standard
deviation range from 0.823 to 0.854 can be consider as average
score. For ease of use (EOU) mean score range 3.66 to 3.99 and
standard deviation range from 0.841 to 0.871 can be consider as
average score. Meanwhile information exchange (IE) mean score
range 3.59 to 3.90 and standard deviation range from 0.844 to
0.878 can be consider average score. Website informativeness (I)
mean score range 3.77 tp 3.85 and standard deviation range from
0.849 to 0.853 can be consider as average score. Next, website
effectiveness (Ef) mean score range 3.40 to 3.85 and standard
deviation range from 0.836 to 0.894 can be consider as average
score. Flow experience mean score range 2.85 to 3.74 and standard
deviation range from 0.881 to 0.879 can be consider as average
score. Finally, intention to use (IU) mean score range 3.48 to 3.57
and standard deviation score range 0.880 to 0.881 can be consider
as average score.

In summary, the means and standard deviation for six

independent variables, one mediator and one dependent variable in
the study were found to be average (i.e based upon the scale of 1 to
5, the mean scores can be explained as : a mean score is less than 2
is rated as low, a mean score between 2 to 4 rated as average, and
a mean score greater than 4 is rated as high. Skewness and kurtosis
were employed to examine the normal distribution of the data. To
confirm the univariate normality, skewness and kurtosis values
smaller than an absolute value of 2 and 7 respectively, was taken as
demonstrating sufficient normality (Kline 2005; Cunningham 2008a:
Curran, West, and Finch 1996). In line with this suggestion, the data
seemed to show sufficient normality (Table 4.4).

144
 Table 4.4 Descriptive Analysis
Indicato Minimu Maximu Mea Skewne Kurtos
Contruct N S.D
r m m n ss is
35 0.85
U1 2.00 5.00 3.81 -0.078 -0.676
4 4
35 0.85
U2 1.00 5.00 3.76 -0.241 0.096
4 1
Ubiquity (UB)
35 0.82
U3 1.00 5.00 4.10 -0.709 0.501
4 6
35 0.82
U4 1.00 5.00 4.12 -0.778 0.271
4 3
35 0.87
EU1 1.00 5.00 3.66 -0.001 -0.654
4 1
35 0.84
EU2 1.00 5.00 3.95 -0.438 0.116
4 1
Ease of use (EOU)
35 0.84
EU3 1.00 5.00 3.93 -0.408 -0.070
4 9
35 0.84
EU4 1.00 5.00 3.99 -0.463 -0.062
4 3
35 0.84
IE1 1.00 5.00 3.90 -0.486 0.368
4 4
35 0.87
IE2 1.00 5.00 3.59 -0.253 -0.011
Information 4 8
Exchange (IE) 35 0.87
IE3 1.00 5.00 3.72 -0.251 -0.279
4 5
35 0.86
IE4 1.00 5.00 3.84 -0.325 -0.167
4 1
35 0.84
WI1 2.00 5.00 3.81 -0.281 -0.253
4 9
35 0.85
Website WI2 2.00 5.00 3.85 -0.235 -0.384
4 0
Informativeness
35 3.8 0.85
(I) WI3 2.00 5.00 -0.189 -0.432
4 1 3
35 0.85
WI4 2.00 5.00 3.77 -0.066 -0.494
4 0
Website 35 0.83
EC1a 1.00 5.00 3.88 -0.231 -0.017
Effectiveness(Ef) 4 6
35 0.84
EC1b 1.00 5.00 3.85 -0.288 0.025
4 9
EC2 35 1.00 5.00 3.51 0.85 0.079 -0.125
4 9

145
 35 0.87
EC3 1.00 5.00 3.49 0.058 -0.362
4 6
35 0.87
EC4 1.00 5.00 3.40 0.020 -0.234
4 9
35 0.85
EC5 1.00 5.00 3.68 -0.124 -0.123
4 1
35 0.88
WE1 1.00 5.00 3.40 -0.057 -0.158
4 1
35 0.88
WE2 1.00 5.00 3.36 -0.173 0.057
4 1
Website
35 0.88
Entertainment WE3 1.00 5.00 3.31 -0.064 -0.015
4 6
(En)
35 0.89
WE4 1.00 5.00 3.25 -0.078 -0.128
4 4
35 0.87
WE5 1.00 5.00 3.36 -0.005 -0.022
4 9
35 0.87
FE1 1.00 5.00 3.47 -0.131 -0.092
4 9
35 0.88
FE2 1.00 5.00 3.31 -0.261 0.123
4 7
35 0.91
FE3 1.00 5.00 2.85 0.091 -0.586
4 5
Flow Experience
35 0.89
FE4 1.00 5.00 3.33 -0.223 -0.044
4 5
35 0.91
FE5 1.00 5.00 2.90 -0.001 -0.518
4 3
35 0.90
FE6 1.00 5.00 2.98 -0.120 -0.354
4 7
35 0.88
IU1 1.00 5.00 3.48 -0.190 0.007
4 1
35 0.88
IU2 1.00 5.00 3.54 -0.083 -0.380
Intention to use 4 1
(IU) 35 0.88
IU3 1.00 5.00 3.57 -0.186 -0.228
4 4
35 0.88
IU4 1.00 5.00 3.53 -0.196 -0.034
4 0

4.6 Model Assessment and Hypotheses Testing

146
In this study, the research model is tested using partial least squares
(PLS) to access the measurement and structural models by using
SmartPLS Version 3.0 (Ringle et al., 2015). The path model was
drawn to conduct the analysis using PLS-SEM. The two-stage
approach was applied to create the second –order formative
construct in this study. Thus, the subsequent subsections report and
present the findings for each of the analyses used to access the
validity of the measurement model for this study.

4.6.1 Reflective Measurement Model Assesment

Firstly, a reflective measurement model assessment is conducted

followed by formative measurement model assessment before
stuructural model is conducted. The PLS algorithm was run to assess
the measurement model in this study. Internal consistency
(reliability), convergent validity, and discriminant validity were used
to assess the measurement model. The detailed results for reflective
measurement model assessment are listed in table 4.5. In addition,
figure 4.0 shown the steps in conducting the assessment of the
model. If the constructs consist of reflective and formative
indicators, then the researcher is suggested to follow the steps
shown in figure 4.0.

147
 Figure 4.0: Reflective Measurement

As previously discussed in Chapter 3, the validity and

reliability assessment included the indicator reliability (squared
standardized outer loadings), internal consistency reliability
(composite reliability and cronback’s alpha), convergent validity
(average variance extracted, AVE) and discriminant validity (Fornell-
Larcker criterion and cross loadings) as suggested by Hair et al.,
(2011). Table 4.5 depicted guideline for the assessment of reflective
measurement model.

Table 4.5: Summaries of Indices for Reflective Measurement Model

using PLS-SEM
Assessment Name of Index Level of Acceptance Literature Support
Test
1. Reliability 1. Internal Consistency a (Cronbach Alpha) > Robbinson, Shaver &
Reliability 0.7 Wrightsman (1991)
ρc (Composite Hair et al. (2010), Hair et
Reliability) > 0.708 al. (2014)
2. Convergent 1. Average Variance AVE score > 0.5 Hair et al. (2010), Hair et

148
Validity Explained (AVE) al. (2014)
2. Factor Loadings Loadings for indicators Hair et al. (2014)
> 0.708
3. Discriminant 1. Cross-Loadings Cross-loadings scores Vinzi Henseler, Chin &
Validity Assessment differe by 0.1 Wang (2010)
2
2. Fornell and Larcker AVE > R Fornell & Larker (1981)
criterion (1981)
Bagozzi & Yi (1988)
Hair et al. (2010), Hair et
al. (2014)
3. HTMT criterion (2014) HTMT.85, HTMT.90, Henseler et al. (2014)
HTMT inference
HTMT.85 -Kline (2011)
HTMT.90 -Gold, Malhotra,
& Segar (2001)

149
 Figure 4.1: Measurement Model

4.6.1.1 Indicator Consistency Reliability

Cronbach ‘s alpha for the 36-item on the intention to use

questionnaire was in the range 0.831 to 0.941, therefore this can be
considered adequate for research purposes and no deletion of an
item is required. In fact, the current Cronbach’s alpha criterion
suggested by Robbinson, Shaver and Wrightsman (1991) that
recommended Cronbach’s alpha to be at least 0.70. Meanwhile,
another Reliabilty test using Composite reliability suggested level of
acceptance to be more than 0.708 as suggested by Hair et al.,
(2010: 2014).

150
 Indicator consistency reliability of the reflective measurement
model is measured by examining the item loadings. In this study,
the internal consistency reliability of the measurement model can be
regarded to achieve satisfactory level when the composite reliability
(CR) of each construct exceeds 0.7. Thus, no further deletion was
requiredas loadings values equal to an dgreater than 0.60 are
acceptable if the summation of loadings result in high loading scores
that contribute to Average Variance Explained (AVE) score of
greaterthan 0.60 (Byrne, 2010). Figure 4.1 shows the laoding for
each item and its T-statistic values on their respective constructs.
Based on the results, all items used for this study have
demonstrated satisfactory indicator reliability.

4.6.2 Convergent Validity

The measuremen tmodel’s convergent validity in this study is

measured by examining its average variance extracted (AVE) value.
According to Hair et al., (2010); 2014), convergent validity is
considered sufficient when constructs have an average variance
extracted (AVE) value achieved at least 0.50 or more. Table 4.5
results show that all construct have AVE ranging from 0.566 to
0.850, which exceeded the recommended threshold value of 0.50.
This result shows that the study ‘s measurement model has proven
to be an adequate convergent validity.

151
 Table 4.5 Internal Consistency and Convergent validity
Convergent Validity
Construct Item Loadings CA CR AVE
(Ave > 0.5)
EC EC1a 0.779 0.903 0.926 0.675 Yes
EC1b 0.783
EC2 0.819
EC3 0.836
EC4 0.831
EC5 0.877
EU EU1 0.681 0.879 0.918 0.737 Yes
EU2 0.859
EU3 0.809
FE FE1 0.676 0.847 0.886 0.566 Yes
FE2 0.723
FE3 0.722
FE4 0.774
FE5 0.774
FE6 0.834
IE IE1 0.835 0.831 0.887 0.664 Yes
IE2 0.817
IE3 0.821
IE4 0.785
IU IU1 0.912 0.941 0.958 0.850 Yes
IU2 0.929
IU3 0.941
IU4 0.907
U U1 0.831 0.862 0.906 0.708 Yes
U2 0.820
U3 0.862
U4 0.852
WE WE1 0.877 0.924 0.944 0.770 Yes
WE2 0.914
WE3 0.898
WE4 0.913
WE5 0.780
WI WI1 0.763 0.919 0.943 0.805 Yes
WI2 0.776
WI3 0.765
WI4 0.743
* No item was deleted as loading Composite Reliability > .708 (Hair et al., 2010, & Hair et al., 2014)

4.6.3 Discriminant Validity

while the Fornell and Larker’s (1981) criterion is capable of executing

a suboptimal valuation of discriminant validity, the incipient of HTMT
method is superior discriminant criterion to undertaking every latent
in a study is truly distinctive from one another. Such anowal is
corroborated by Voorhees, Brady, Calantone, and Tamirez (2015) in
their study on Monte Carlo simulation result reveals that the A VE-SV
test comparison (Fornell & Larcker, 1981) and HTMT methods
perform better. Either one should be adequate for establishing
discriminant validity and reporting purposes in journal publication.

152
Though, the HTMT 0.85 (with a ration cutoff of 0.85) method provides
the best balance between high detectionand low arbitrary (i.e. False
positive) rates if compared to Fornell and Larkell’s (1981) criterion.

As a result, in this study, the measurement model’s

discriminant validity is assessed by using two measures: 1). HTMT
0.85 by Kline (2015) criterion or HTMT 0.90 criterion by Gold, Malhotra
& segars (2001), and 2). Cross loading. As what had been discussed
in Chapter 3, a measurement model has discriminant validity when
1). The square root of the AVE exceeds the correlations between the
measure and all other measures, and 2). The indicators’ loadings are
higher against their respective construct compared to other
constructs.

Thus, to determine the first assessment of measurement

model’s discriminant validity, the AVE value of each construct is
generated using the SmartPLS algorithm function. Then the square
roots of AVE are calculated automatically in SmartPLS 3.2 which
needs to be calculated form previous version of SmartPLS 2.0. Based
on the results, all square roots of AVE exceeded the off-diagonal
elements in their corresponding row and column. The dashes
elements in Table 4.10 represent the square roots of the AVE and
non-bolded values represent the inter-correlation value between
constructs. Based on Table 4.10, all off –diagonal elements were
lower than square rroots of AVE. Thus, the result confirmed that the
HTMT 0.85 and HTMT 0.90 is met.

Table 4.6 Discriminant Validity

EC EU FE IE IU U WE WI
EC 0.821
EU 0.676 0.859
FE 0.437 0.316 0.752
IE 0.670 0.716 0.353 0.815
IU 0.574 0.564 0.580 0.490 0.822
U 0.612 0.797 0.254 0.694 0.506 0.841
WE 0.634 0.497 0.577 0.592 0.554 0.421 0.878
WI 0.746 0.713 0.340 0.704 0.583 0.689 0.552 0.897
Criteria: Discriminant validity is established at HTMT0.90

153
4.7 Assessment of Formative Measurement Model

Figure 4.2: Formative Measurement

Formative measurement requires different assessment for its

model assessment and must be conducted separately as the
measurement model of this study consists of reflective and formative
measurement assessment models. Table 4.7 despicted guideline for
the assessment of reflective measurement model. Three assessment
tests are conducted which are 1). Convergent Validity using
redundancy analysis, 2). Collinearity using Variance Inflation Factor
(VIF), and 3). Weight and Significance Average Variance Explained
(AVE).

154
 Table 4.7 Summaries of Indices for Formative Measurement Model
using PLS-SEM
Level of
Assessment Test Name of Index Literature Support
Acceptance
Result > 0.6
1. Convergent
1. Redundacy Analysis ( exploratory Hair et al. (2014)
Validity
study)
Result > 0.7
( satisfactory Hair et al. (2014)
level)
Result > 0.8
( high
Chin (1988)
satisfactory
level)
1. Variance Inflation Factor Hair, Ringle, & Sarstedt
2. Collinearity VIF score < 5
(VIF) (2011)
Diamantopoulos &
VIF score < 3.3
Siquaw (2006)
3. Weight and 1. Average Variance
AVE score > 0.5 Hair et al. (2013)
Singnificance Explained (AVE)

4.7.1 Convergent Validity

Besides, multi-collinearity between indicators is assessed. Based on

the results shown in Table 4.11, all indicators for formative construct
satisfy the VIF values and they are consistently below the threshold
value of 5.0 (Hair et al., 2014) and also 3.3 (Diamantopoulos &
Siguaw, 2006). Therefore, it can be concluded that collinearity does
not reach critical levels in any of the formative constructs and is not
an issue for the estimation of the PLS path model.

4.7.2 Collinearity

Besides, multi-collinearity between indicators is assessed. Based on

the results shown in Table 4.7, all indicators for formative construct
satisfy the VIF values and they are consistently below the threshold

155
 value of 5.0 (Hair et al., 2014) and also 3.3 (Diamantopoulos &
Siguaw, 2006). Therefore, it can be concluded that collinearity does
not reach critical levels in any of the formative constructs and is not
an issue for the estimation of the PLS path model.

4.7.3 Weight and Significance

Finally, the significance and relevance of the outer weights of the

formative constructs are examined. The results show that all
formative indicators are significant. As the result, these indicators are
retained in the formative constructs due their outer weight are
significant.

4.8 Structural Model Assessment

Figure 4.3: The Stage of Assessment: Structural Measurement

156
 The third stage of model assesment is known as structural
measurement. In structural measurement, the relationship of latent
variables will be examined also know as path coefficient. The
assessment of structural model includes several assessment i).
Collinearity, ii). Path coeficient, iii). Coefficient of determination R 2,
iv). Effect size f2, v). Predictive relevance Q2, and vi). Effect size q2
(optional). Table 4.8 summarises assessments conducted under
structural measurement.

Table 4.8 Summarises assessments conducted under structural

measurement
Assessment
Name of Index Level of Acceptance Literature Support
Test
1. Convergent 1. Variance Inflation Factor VIF score < 3.3 or Diamantopoulos &
Validity (VIF) higher Siquaw (2006)
    VIF score < 3.3 Hair et al. (2014)
2. Path
Path Coefficient p value < 0.01 Hair et al. (2014)
Coefficient
t value < 2.58 (two
     
tailed)
t value < 2.33 (one
     
tailed)
    p value < 0.05  
t value < 1.96 (two
     
tailed)
t value < 1.645
     
(one tailed)
3. R2 Coefficient of determination 0.26 - Substantial Cohen (1989)
    0.13 - Moderatel  
    0.02 - Weak  
    0.67 - Substantial Chin (1988)
    0.33 - Moderate  
    0.19 - Weak  
    0.75 - Substantial Hair et al. (2014)
    0.50 - Moderatel  
    0.25 - Weak  
2
f Effect size to R2 0.35 - Substantial Cohen (1989)
    0.15 - Medium  
    0.02 - Small  

Q2 Stone -Geisser Q2 Predictive > 0 indicates that Hair et al. (2014)

157
 relevance exogeneous
constructs have
    Stone (1974)
predictive relevance
over endogeneous
    Geisser (1974)
construct
q2 Effect size of q2 (optional) 0.35 - Substantial Hair et al. (2014)
    0.15 - Moderate  
    0.02 - Weak  

4.8.1 Covergent Validity

Prior to evaluating the structural model, it is crucial to ensure there

is no lateral collinearity issue in the structural model. According to
Kock and Lynn (2012), although the criteria of discriminant validity
(vertical collinearity) are met, lateral collinearity issues (predictor-
criterion collinearity) may sometimes mislead the findings in a stealth
way, because it masks the strong causal effect in the model. This
typically occurs when two variables that are hypothesized to be
causally related measure the same construct.

4.8.2 Path Coefficient

In this study, 10 direct hypotheses are developed between the

constructs. In order to test the significance level, t- statistics for all
paths are generated using SmartPLS 3.2 boothstrapping function.
Based on the assessment of the path coefficient as shown in Table
4.9, all relationships are found to have t- value ≥ 1.6, ths significant
at level 0.05 level of significant. As for mediating effect flow
experience, does mediates the relationship between informative ( β
= 0.115, p < 0.01), effective ( β = 0.163, p < 0.01) and
entertainment ( β = 0.156, p < 0.01).

158
 Table 4.9 Path Coefficients
Direct Effects Beta S.E. t-value p-value LLCI ULCI Decision
H1: Ubi -> ARQW -> Flow 0.060 0.026 2.325 0.020 0.009 0.108 Supported
H2: Ease -> ARQW -> Flow 0.065 0.028 2.332 0.020 0.009 0.116 Supported
H3: InfoEx -> ARQW -> Flow 0.056 0.024 2.334 0.020 0.009 0.101 Supported
H4: Informative -> ATQW -> Flow 0.198 0.019 10.610 0.000 0.229 0.161 Supported
H5: Effective -> ATQW -> Flow 0.281 0.028 9.876 0.000 0.327 0.222 Supported
H6: Entertain -> ATQW -> Flow 0.269 0.030 9.044 0.000 0.324 0.211 Supported
H7: ARQW -> Flow -> INT 0.095 0.041 2.319 0.021 0.014 0.175 Supported
H8: ATQW -> Flow -> INT 0.380 0.050 7.541 0.000 0.471 0.279 Supported
Path Coefficient 0.01, 0.05 (Hair et al., 2017)

In table 4.10, the relationship of flow experience and

intention to use shown by the R2 value of 0.337 which is above 0.13
value as suggested by Cohen, 1988) clearly indicates a predictive
accuracy substancial model. However, f 2 that is supposed to
measure the relative impact on intention behavior is seen to be
relatively small at 0.016 (Cohen, 1988). Nevertheless, in term of
ability to access the predictive relevance of path model Q 2, the value
is larger than 0 which suggests that flow experience has the
predictive relevance to predict intention to use online property
website among Millennials in Malaysia (Gair et al., 2014; Fornell &
Cha. 1994; Stone, 1974; & Geisser 1975).

Table 4.10 Model Quality Assessment

2 2 2
Direct Effects f R VIF Q
H1: Ubi -> ARQW -> Flow 0.016 0.290 3.001 0.539
H2: Ease -> ARQW -> Flow 3.194
H3: InfoEx -> ARQW -> Flow 2.246
H4: Informative -> ATQW -> Flow 0.247 2.307 0.525
H5: Effective -> ATQW -> Flow 2.685 0.142
H6: Entertain -> ATQW -> Flow 1.714
H7: ARQW -> Flow -> INT 0.507 0.337 2.447 0.265
H8: ATQW -> Flow -> INT 2.447
Lateral Collinearity: VIF 3.3 or higher (Diamantopoulos & Siguaw 2006)
R2 ≥ 0.26 consider Substantial (Cohen, 1989)
F2 ≥ 0.26 consider Substantial (Cohen, 1989)
Q2 > 0.00 consider large (Hair, 2017)

159
 Figure 4.4 Structural Model

4.9 Mediation Assessment

From the theoretical framework, it was already understood that there was
one mediating variables which is flow experience. Therefore, the researcher
applied bootstrapping technique to examine the mediating effect of flow
experience. The mediation test was undertaken to test the mediating effect
of flow experience towards millennials’ interntion to use the online property
website. It is important to identify and explain the effects of mediating
variable on the relationship between independent and dependednt variables
in an attempt to determine the nature of the study more accuracy and

160
functionally (Namazi & Namazi, 2016). In testing the mediating effect, this
methods is introduced by Baron and Kenny Approach by Baron and Kenny
(1986) and MacArthur’s Apporach for Treatment by Kraemer, Kierman,
Essex, & Kupter (2008). In this research, hypotheses 9,10,11,12,13 and 14
were developed to test flow experience as a mediator. The hypotheses
related to mediating effect were as follow:

H9: Flow experience mediates the relationship between ubiquity and

ARQW and consumers’ intention to use online property website.
H10: Flow experience mediates the relationship between ease of use and
ARQW and consumers’ intention to use online property website.
H11: Flow experience mediates the relationship between information
exchange and ARQW and consumers’ intention to use online
property website.
H12: Flow experience mediates the relationship between informative and
ATQW and consumers’ intention to use online property website.
H13: Flow experience mediates the relationship between effectiveness
and ATQW and consumers’ intention to use online property website.
H14: Flow experience mediates the relationship between entertainment
and ATQW and consumers’ intention to use online property website.

To test the significance level of each mediating effect from those

hypotheses, boothstraping technique using 354 boothstrapping re-
sampling and bias corrected 95 percent confidence intervals was employed
(Preacher & Hayes, 2004; 2008). The mediation was undertaken to test
the mediating effect of flow experience between hypotheses H9, H10,
H11, H12, H13 and H14 and intention to use online property website. The
result from the analysis of hypotheses H9, H10, H11, H12, H13 and H14
are seen in figure 4.5 and table 4.11.

Firstly, the path hypotheses H9 between flow experience to ubiquity

and ARQW and consumers’ intention to use depicted in figure 4.5 is
significant with standard coefficient of 0.020*** [LLCI=0.005, ULCI=
0.063]. In the consideration, the researcher suggested that the hypotheses
H9, there is a mediation effect of flow experience on the relationship

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 between ubiquity and ARQW and consumers’ intention to use online
property website.

Figure 4.5 Mediating Effect

Table 4.11 Mediating Result for H9, H10, H11, H12, H13 and H14
Mediating Effects Beta S.E. t-value p-value LLCI ULCI Decision
H9: Ubi -> ARQW -> Flow -> INT 0.035 0.015 2.333 0.020 0.005 0.063 Supported
H10: Ease -> ARQW -> Flow -> INT 0.038 0.016 2.334 0.020 0.006 0.068 Supported
H11: InfoEx -> ARQW -> Flow -> INT 0.033 0.014 2.325 0.020 0.005 0.060 Supported
H12: Informative -> ATQW -> Flow -> INT 0.115 0.014 8.014 0.000 0.142 0.084 Supported
H13: Effective -> ATQW -> Flow -> INT 0.163 0.021 7.710 0.000 0.201 0.120 Supported
H14: Entertain -> ATQW -> Flow -> INT 0.156 0.022 7.220 0.000 0.198 0.116 Supported

Note : Mediation analyses using bootstrapping of Preacher and Hayes (2004; 2008)

Secondly, figure 4.5 illustrates that the path between H9 (Ubi to

ARQW to flow experience to intention to use significant is significant with
standard coefficient of 0.020*** [LLCI = 0.005, ULCI = 0.063], while the
path between H10 (Ease to ARWQ to flow experience to intention to use)
also significant with standard coefficient of 0.020*** [LLCI = 0.006, ULCI =
0.068]. In addition, H11(InfoEx to ARQW to flow to intention to use) also
significant with standard coefficient of 0.020*** [LLCI = 0.005, ULCI =
0.060], while the path between H12 (Informative to ATQW to flow

162
 experience to intention to use) also significant with standard coefficient of
0.000*** [LLCI = 0.142, ULCI = 0.084]. Meanwhile H13 (Effective to ATQW
to flow experience to intention to use) is significant with standard coefficient
of 0.000*** [LLCI = 0.201, ULCI = 0.120], while the path between H14
(Entertain to ATQW to flow experience to income) also significant with
standard coefficient of 0.000*** [LLCI = 0.198, ULCI = 0.116].

4.10 Moderation Assessment

Figure 4.6 Moderating Effect

Table 4.11 Result for H15

Moderating Effect Beta S.E. t-value p-value LLCI ULCI Decision
H15: INT*INC -> Int -0.007 0.040 0.178 0.859 0.071 -0.080 Not Supported

From the conceptual framework, it was already understood that

there was one moderating variable which was the income. The moderating
test was undertaken to test the moderating effect of income on the

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 relationship between flow experience and intention to use the online
property website. It is curcial to identify and explain the effect of
moderating variable on the relationship between independent and
dependent variable in an attempt to determine the nature of the study more
accurately and functionally (Namazi & Namazi, 2016). The table reveals that
the the path between flow experience and intention to use moderated by
income was not significant with standard coefficient of 0.859 *** [LLCI=
0.071, ULCI=-0.080]. The full results from hypotheses is compiled in table
4.11 and further analysed is tabulated in figure 4.6.

4.11 Summary

In summary, the data analysis results in this chapter four provided an

assessment of the study model and hypotheses. This information was
critical to understand the sufficiency of the proposed model to achieve the
objectives of this study. Firstly, this chapter presented the respondents
profile and descriptive statistics in order to describe the sample profile and
the distribution of the variable of interest. Secondly, principal component
analysis (PCA) is discussed in this study followed by the measurement
model evaluations (outer model) and structural equation model evaluations
(inner model). The software application employed the Statistical Package for
Social Sciences (SPSS) version 26 and SmartPLS 3.0.

The assessment of reflective measurement models consists of the

indicator reliability ( squared standardized outer loadings), internal
consistency reliability (composite reliability and cronbach’s alpha),
convergent validity (average variance extracted, AVE) and discriminant
validity (Fornell- Larcker criterion and cross loadings). Furthermore, the
assessment of the structural model in PLS-sem consists of the significance
of the path coefficients, the level of the R² values, Goodness-of–Fit (GoF)
and the predictive relevance (Q²).

Overall, the outer model has a satisfactory with the evidence of

overall reliability, convergent valididty and discriminant validity. In addition,

164
…. ( ) of hypothesized relationships are accepted among the ( refer to the
write up). Lastly, the quality of the inner model implies a good predicting
power and satisfactory of the PLS model fit. In the next Chapter, the
implications of these results for theory and practice are discussed as well as
the limitations of the study and the recommendations for future research.
Table 4.13 shows the summary of hypothesis testing result for the this
study. Among the fiftheen -hypothesis proposed, only one is not supported.
In short, it can deduct that the research framework being proposed is well
predicted. In next coming chapter, more elaboration and explanation will
discuss more on the hypothesis testing result.

Table 4.13 Summary of Hypothesis Testing Result

Research objective Hypotheses Results

RO1: To examine the H1: Ubiquity has a Supported

determinants of the positive relationship on
millennials' intention to the ARQW and flow
use the online property experience towards the
website in Malaysia online property website.
H2: Ease of use has a Supported
positive relationship on
the ARQW and consumer
flow experience towards
the online property
website.
H3: Information exchange Supported
has a positive relationship
on the ARWQ and
consumer flow experience
towards the online
property website.
H4: Informative has Supported
positive relationship on
the ATQW and consumer

165
flow experience towards
the online property
website.
H5: Effectiveness has a Supported
positive relationship on
the ATQW and consumer
flow experience towards
the online property
website.
H6: Entertainment has a Supported
positive relationship on
the ATQW and consumer
flow experience towards
the online property
website.
H7: ARQW has a positive Supported
relationship between flow
experience and
consumers’ intention to
use online property
website.
H8: ATQW has a positive Supported
relationship between flow
experience and
consumers’ intention to
use online property
website.

166
RO2: To examine the H9: Flow mediates the Supported
mediating effects of flow relationship between
towards millennials' ubiquity and ARQW and
intention to use the consumers’ intention to
online property website use online property
in Malaysia. website.
H10: Flow mediates the Supported
relationship between ease
of use and ARQW and
consumers’ intention to
use online property
website.
H11: Flow mediates the Supported
relationship between
information exchange and
ARQW and consumers’
intention to use online
property website.
H12: Flow mediates the Supported
relationship between
informative and ATQW
and consumers’ intention
to use online property
website.
H13: Flow mediates the Supported
relationship between
effectiveness and ATQW
and consumers’ intention
to use online property
website.
H14: Flow mediates the Supported
relationship between
effectiveness and ATQW
and consumers’ intention
to use online property
website.
RO3: To examine the H15: Income moderates Not Supported
moderating effects of the relationship between
income towards flow experience and
millennials' intention to consumers’ intention to
use online property use online property
websites in Malaysia. website.

167
168
Figure 4.7 Research Design (adapted from Kumar, 2019)

169
 CHAPTER 5

DISCUSSION AND CONCLUSION

5.1 Introduction

This chapter discussed the findings of the study and the implications
for theory and practice. Morever, this chapter also revealed the
recapitulation of the study, limitations, recommendations for future
study and the conclusion. In detail, this study is split into two
sections. The first section, provides and overview of the research
and the second sections intoroduces the discourse of the findings.
The discource debates the outcomes of the intention to use online
property website among millennials in Malaysia. As limitations or
problems encountered during the execution of research is
unavoidable, it is addressed together with suggestions for future
research. These findings provide the following insights for future
research by highlighting the implications of the findings from both
theoretical and practical perspective.
.
The study framework for this study is develop through the
existing empirical literature in the context of consumer behavior
research. The well-etablished theories such as S-O-R model by
Mehrabian & Russell (1974) as been support the operationalization
and the expected each relationship of the constructs. A general
overview behind the intention to use online property website that
related of the millennials behavior in the field of property industry is
still consider a “gap” that was still exist, particulary environmental
behavior study which is most of the millennials who have high
attitude not guarantee them to perform actual behavior (King,
2019).

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5.2 Summary of Findings

In the beginning of the study, it is stated that the aim of the present
research is to examine the causal relationship between the following
variables, Architectural Quality of The Website (ARQW) (ubiquity,
ease of use, information exchange) and Atmosphere Cues of The
Website (ATQW) (informativeness, effectiveness, entertainment),
and the mediating effects of flow experience, and moderating effect
of income that influence the intention to use online property website
among millennials generation in Malaysia.

The process of data collection took approximately six months

and it was gone face-to-face questionnaire survey during those three
property fair events in Kota Kinabalu, (Sabah), Kuching (Sarawak)
and Wilayah Persekutuan Kuala Lumpur (Selangor) during the year
2019. It was diseminated to 354 respondents (millennials) who were
18 to 38 years of age, Malaysia and have used online property
website. The data gathered was then analysed for descrioptive and
inferential statistics. In order to conform all the stipulated research
onjectives with their proposed hypothesis, a path analysis using
Partial Least Square- Structural Equation Modelling (PLS-SEM) was
performed.

The results for the research hypotheses are summarised in

Table 4.13 in chapter 4. H1 to H15 were tested using the PLS-SEM
technique. This doctoral research presents the discussion of findings
in chapter four on the to examine the factors that impact the S-O-R
constructs of ubiquity, ease of use, information exchange,
informativeness, effectiveness and entertainment have significant
relationships with flow experience mediates towards intention to use
property online website. The discussion on the overall findings is
organized based on the research objectives through the proposed

171
 hypothesis. Every notable outcome from the analysis will be
discussed extensively throughtout this chapter.

Research objective one (RO1): to examine the determinants

of the millennials' intention to use the online property website in
Malaysia. H1 to H8 were supported, showing that the influence of
ubiquity, ease of use, informative exchange, effectiveness,
entertainment, ARQW and ATQW have influence towards intention
to use the online property website in Malaysia. Meanwhile, the
research objective two (RO2): to examine the mediating effects of
flow towards millennials' intention to use the online property website
in Malaysia. Finally, research objective three (RO3): to examine the
moderating effects of income towards millennials' intention to use
online property websites in Malaysia.

5.3 Discussion of Findings

This section presents the discussion of three research objectives of

this study. Explanation for the findings are based on the empirical
evidence from 345 millennials visitors during the properties fair
events in Kota Kinabalu (Sabah), Kuching (Sarawak) and Wilayah
Persekutuan Kuala Lumpur (Selangor) in 2019 that ever used online
property websites in Malaysia. The study proposed three doctoral
research objectives through the proposed hypothesis as below:

5.3.1 Determinants of the millennials' intention to use the online

property website in Malaysia (RO1).

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The first objective is to determinants of the millennials' intention to
use the online property website in Malaysia. The first objective is
discussed specifically on the findings of determinants of the
millennials' intention to use the online property website in Malaysia.
This objective is supported by RQ1 and it is answered through
Hypothesis 1 (H1), Hypothesis 2 (H2), Hypothesis 3 (H3), Hypothesis
4 (H4), Hypothesis 5 (H5), Hypothesis 6 (H6), Hypothesis 7 (H7)
and Hypothesis 8 (H8) as shown in table 5.0. Table 5.0 shown that
the Architectural Quality of Website (ARQW) comprises of ubiquity
(UB), ease of use (EOU) and information exchange ( IE),
Atmosphere Cues of Website (ATQW) which is from three
components independent variables such as informativeness (I),
effectiveness (E) and entertainment (En) are associated positively
with intention to use the online property website in Malaysia that
was firstly proposed the S-O-R model by Mehrabian and Russel
(1974).

Table 5.0. Research Objective 1 and Research Question 1

Research Objective Research Question

To examine the determinants of the To what extend are the determinants of

millennials' intention to use the online the millennials’ intention to use the
property website in Malaysia. online property website in Malaysia
H1. Ubiquity has a positive relationship on the ARQW and flow experience towards
the online property website.
H2. Ease of use has a positive relationship on the ARQW and consumer flow
experience towards the online property website.
H3. Information exchange has a positive relationship on the ARWQ and consumer
flow experience towards the online property website.
H4. Informative has positive relationship on the ATQW and consumer flow
experience towards the online property website.
H5. Effectiveness has a positive relationship on the ATQW and consumer flow
experience towards the online property website.
H6. Entertainment has a positive relationship on the ATQW and consumer flow
experience towards the online property website.
H7. ARQW has a positive relationship between flow experience and consumers’
intention to use online property website.
H8. ATQW has a positive relationship between flow experience and consumers’
intention to use online property website.

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 H1 as the first hypothesis proposed a causal relationship
between ubiquity (ARQW) and flow experience towards the intention
to use online property website. The result showed a significant
relationship between ubiquity (ARQW) and flow experience towards
the online property website (H1: β = .060, t- value = 2.325, p-
value= <.020) thereby supporting the H1 hypothesis. This findings
indicate that, there is a direct influence of ubiquity on flow
experience in the context online property website. Based on the
table 4.13 summary of hypothesis testing result, the result of the
proposed hypothesis was achieved. This findings have been
supported by previous studies in other settings such as impulsive
buying behavior (Syuhailah, Hussin, Safiek, Hayatul Safrah &
Zuraimi, 2019; Chen & Yao, 2018; Liu & Pham, 2016; Verhagen and
Van Dolen, 2011), social media (Jung & Chung, 2015), tourism
( Ayeh, 2013a), mobile services (Varshney & Vetter, 2002; Mallat,
Rossi, Tuunainen, & Oorni, 2009; Lu, Liu, Yu, & Wang, 2008; Kim et
al., 2008), mobile marketing ( Okazaki, Molina and Hirose, 2012;
Tojib & Tsarenko, 2012). In other words, the more ubiquity of the
online property website it will motivate more on flow experience
towards the intention to use the online property website among
millennials in Malaysia.

174
 It was also corroborated that ubiquity had identified ubiquity

has influence the intention to use of the online property website

(Chen & Yao, 2018; Tojib and Tsarenko, 2018; Berbegal-Mirabent et

al., 2016; Liu et al., 2013; Dawson & Kim, 2009; Clarke, 2008; Lee,
2007; Valacich et al., 2007; Huang, 2003; Kim et al., 2002; Campell

& Diamond, 1990) Taken together, it has proved that ubiquity can
widely applied in the new context especially in the property industry

in Malaysia. It was also shown that internet is a public network that

can attract the attention of the global population and has impacted

the way business is being conducted today (Bobenko, 2013). This

study also has found that generally internet has attracted
substantial
interest and increasingly ubiquitous, it conveniently addresses the

problem of connectivity between potential trading partners and to

general consumer and sellers who adopt this online property
websites
would gain higher sales in short period (Benjamin & Chinloy, 1995).

The result indicated that Malaysian millennial’s perceived

online property website that is enriched with ubiquity elements
increase more positive value on the usage of the property website.
Through providing ubiquitous features would enhance the intention
to use more online property websites among the consumers based
from the study by surveying consumers internet use in their home
purchases model by James, Yeqing & Don (2000). The relevance of
ubiquity elements is clearly supported by the current findings shown
there is a positive relationship between ubiquity towards the
intention to use online property website as explained by previous
research that ubiquity also regarded as convenience (Jung & Chung,
2015; Liu et al., 2013). Sharma & Gutiérrez (2010) indicate that
convenience is the ease and the confort of use as well as the
attainment of concrete benefits through the use driven from

175
portability and immediate accessibility. Several studies have revealed
that
From a theoretical standpoint, the findings from this study
does support S-O-R theory and Flow Theory in the property industry
context. The result also accord with our earlier observations (Tojib
and Tsarenko, 2012; Clarke, 2008) Lee, 2007) showing that
millennials generation in Malaysia intend to use online property
website because they felt ‘convenience’ as website procedure in
data, including website usability, simplicity and significance for users
(Verhagen and Van Dolen, 2011). This study has shown that
“ubiquity relates to the representational delight when website
provide consumers with pleasant, entertaining shopping experience
and allows users to interacting via the online website” (Berbegal-
Mirabent et al., 2016; Huang, 2003).
This results is in agreement with Chen & Yao (2018), Tojib
and Tsarenko (2018), Clarke (2008) and Lee (2007) that ubiquity is
not only known as mobility, but ensures convenience to consumers
and regarded as “users’ experience through instant application
services”. As Clarke (2008) points out, ubiquity enables consumers
to transmit and obtain information and perform online business
using shopping website whenever, anytime and immediately. These
findings suggest that in general internet websites are important to
many companies and most of the companies utilize the Internet as a
channel to operate a business and have their official company
website (Kian, Boon, Fong & AI, 2017).

One of the more significant findings to emerge from this

study is that many companies transform their businesses from
traditional physical stores to online stores when they recognize the
ubiquity and opportunity of E-commerce that enables them to reach
customers without the restriction of geographical location and cost.
Nowadays, the online property website method is more significant
comparably to the traditional method of advertising the property
services such as newspaper, signboard and show house due to the

176
convenience of accessing the online property websites is defined as
agility, accessibility and availability and flexibility of time and space.
Nevertheless, the ubiquity in the space and time, also eliminates the
inconvenience hard copy printing the newspapers or magazine /
bulletin; it allows consumers to check the listing detail of the
property information anytime and anywhere. In the context of
property industry, the ubiquity offer advantages in reduce
transaction costs for consumers (Ding et al., 2004) and suitable for
the human’s lifestyle especially the millennials generation, offers a
convenient method in searching information and doing works
especially for property agents and etc.

In order to get a clearer picture and to strengthen the result

obtained in H1, the result corroborates previous research that has
similarly identified that ubiquity can be regarded as convenience
which offers users space, time and access speed; it helps consumers
use the service more easily and also improves the performance of
payments (Liu, Li & Hu, 2013; Tojib and Tsarenko, 2012; Clarke,
2001). This study has shown that when consumption environment
provides services unlimited by time and space, consumers can
search for information and make transactions according to their
needs ( Jung and Chung, 2015). Moreover, consumers can utilize the
availability of the online websites in all situations to reduce the
preassure of time (Mallat, Rossi & Tuunainen, 2006).

Based on the demographic profile in this study, all of the

participants in this study are millennials generations, thus their
perception to accept the new technology is higher than those non-
millennials generation. A possible explanation could be youngster are
more tech-savvy and inclined to learn new technology innovation
(Chhateja and Jain, 2014; Singh et al., 2017). Besides, the result
also support the assumption when millennials users showing the
likeability to the ubiquity of the online property website, they would
tend to further checking the specific property website contents due

177
to they feels the ubiquity that can increase their intention to use the
website and same time satisfy their hedonic needs (Coursaris et al.,
2010). Taken together, this result match those observed in earlier
studies, millennials users showing likeability to use online property
website as millennials will become a potential home buyers, would
feel ubiquity when searching properties using filters such as
feactures, amenities, location information, surrounding information
and style for their selection of their property (Thrall, 1998). The
relevancy of ubiquity that can be categorised into two types of
information gathered from internet as; 1) information related to
property brokers or companies themselves, and 2) information
related to specific properties available for purchase or leases clearly
supported by the current findings (James, Yeqing & Don, 2000).

H2 as the second hypothesis proposed a causal relationship

between ease of use (ARQW) and flow experience towards the
intention to use online property website. The result showed a
significant relationship between ease of use (ARQW) and flow
experience towards the online property website ( H2 : β = .065, t –
value = 2.332, p – value = <.020) thereby supporting the H2
hypothesis. This findings indicate, there is a direct influence of ease
of use on flow experience in the context online property website.
Based on the table 4.13 summary of hypothesis testing result, the
result of the proposed hypothesis was achieved. The result confirms
that ease of use is associated positively with flow experience that
was proposed by Lin & Lo (2016), Green and Pearson, (2011),
Madhavaram and Laveric (2004) and Kwon, Kim and Lee (2002).
Similarly, the findings is also comparable with the past study
conducted in different context such as online impulse buying
behavior (Lin & Lo, 2016), visual hedonic components of e-stores
(Madhavaram and Laveric, 2004), websites’ navigation in flows
(Green and Pearson, 2011; Petrie, Fraser and Neil, 2004; Kwon, Kim
and Lee, 2002; Nasar, 2000) and environmental complexity for

178
virtual layout (Manganari et al.,2011; Sandstorm, Kaufman and
Huettel, 1998; Arnheim, 1966).

The result indicated that millennials in Malaysia perceived

online property website that is enriched with ease of use elements
increase more positive intention to use value. Through providing
ease of use features in the online property website, it can satisfy the
millennials users the strong desires to search property information to
the “the extent to which persons believe that the use of an
information system is effortless (Sohn and Lee, 2017; Joia, Gutman
& Moreno, 2016; Lee. 2009; Roca et al., 2009; Hung, 2008; Ethier
et al., 2006; Davis et al., 1989).
This findings have been supported by previous studies
described that online website should have three important elements
including design, communications and clarity of purpose to describe
the website’s ease of use by internet users (Hidayanto, Mukhodim,
Kom & Junus, 2013). These study has shown that website should
describe the company’s information, be organized, avoid complexity
so that users can easily remember and identify with it to increases
the likelihood that consumers will exhibit a positive affect (Chen &
Yao, 2018; Lin and Lo (2016).

Based on the demographic profile in this study, majority of

the samples in this study are millennial generation,thus their
perception to accept the new technology is higher than those
elderly. Besides, the result support the assumption when millennials
users showing likeability to the ease of use features when using
online property website via internet, they would tend to further
checking the specific online property platform contents due to they
perceive this property platform can satisfy their needs.
Taken together, this result is match those observed in earlier
studies such ease of use is important when dealing with e-service
quality, especially when impulse buying behavior is affected by the
system as it is operated and purchases can be made (Chen & Yao,

179
2018). This results is in agreement with Lin & Lo (2016) and Hung
( 2008) findings which showing millennials feel ease of use in the
design and features and easy to find information about the product
or services they purchase. Therefore, the more user-friendly the
interface, the more likely are consumers to feel pleased. Based on
the Chen & Yao (2018) previous study that indicate that functional
convenience is represent by the feature of ease of use and the ease
of use of mobile auctions positively impacts consumers positive
affect in the previous study.

From a theoretical standpoint, the findings from this study

does support S-O-R theory and theory of Flow in the online property
website context. The result also accords with our earlier
observations (Haq and Abbasi, 2016; Adjei et al., 2010) showing
that millennials users has intention to use online property website
because they felt it is worth to use the property platform to redeem
the good deal of products and services. As the emergency of the
technology, millennials may experience the interactive functions of
online platforms that can lower risk and increase interest for
consumers, while providing pleasant feelings. This result is
consistent with the statement made by Lin & Lo (2015) that ease of
use of navigation of website increase an individual believes believes
that a website exhibits adequate navigational functionality to the
extend the consumer can access the information needed from its
webpages with minimal effort.

H3 as the three hypothesis proposed a causal relationship

between information exchange (ARQW) and flow experience towards
the intention to use online property website. The result showed a
significant relationship between information exchange (ARQW) and
flow experience towards the online property website ( H3 : β = .056,
t – value = 2.334, p – value = <.020) thereby supporting the H3
hypothesis. This findings indicate, there is a direct influence of
information exchange on flow experience in the context online

180
property website. Based on the table 4.13 summary of hypothesis
testing result, the result of the proposed hypothesis was achieved.
The result confirms that information exchange is associated
positively with flow experience that was proposed by Chen & Yao
(2018) that feature of information exchange of mobile auctions
positively impacts consumers positive affect in the previous study.
Therefore, exchanged information helps sellers to improve their own
products and influences their consumers such that the acceptance
level of the product will motivate other users (Berbegal-Mirabent et
al., 2016; Adjei et al., 2010). Similarly, the finding is also
comparable with the past study conducted in different context such
as impulse buying behavior (Berbegal-Mirabent et al., 2016; Adjei et
al., 2010), online communities (Burnett (2000), virtual communities
(Wellman & Gulia, 1999; Riva & Galimberti, 1998; Wellman, Salaff,
Dimitrova, Garton, Gulia & Haythornthwaite, 1996).

The result indicate that millennials users perceived online

property website that is enriched with informative exchange
elements increase more intention to use the specific online property
website. Through providing informative exchange features in online
property website context, it can satisfy the millennials users have
strong desires to use the online property website. This is supported
with few empirical studies (Burton, 2000; Novak et al., 2000;
Savolainen, 1995) had identified exchange information can be in the
form of private message and comment functions in the website
which allows users to communicate with sellers and customers on
issues that affects their emotions.
Therefore, the exchange of information can help to influence
consumers’ emotion and promote consumption during the online
buying transaction and intention to use the online websites
(Berbegal-Mirabent et al., 2016; Verhagen and van Dolen, 2011).
However, consumers tend to be aware of what information is of
potential interest to others, and can, thus, share that information

181
without necessarily going through the formalities of querying an
information retrieval system.

H4 as the fourth hypothesis proposed a causal relationship

between informativeness (ATQW) and flow experience towards the
intention to use online property website. The result showed a
significant relationship between informativeness (ATQW) and flow
experience towards the online property website ( H4: β = .198, t –
value = 10.610, p – value = <.000) thereby supporting the H4
hypothesis. This findings indicate, there is a direct influence of
informativeness on flow experience in the context online property
website. Based on the table 4.13 summary of hypothesis testing
result, the result of the proposed hypothesis was achieved.
This finding corroborates previous research that has similarly
identified that informativeness signifies as “amount and richness of
information included on a website, informativeness exerts an
important influence over online consumer attitude towards website”
(Hsieh et al., 2014; Richard et al., 2010; Hausman and Siekpe,
2009; Hoffman and Noval 2008; Park and Kim, 2003; Chen, Wigang
and Nilan, 1999). In order to get clearer picture and to strengthen
the result obtained, Watchravesringkan & Shim (2003), Rowley
(2000) and Bonn et al. (1999) supported that the quality of a
products cannot be determined before the actual purchase, the
information provided by the website is likely to influence purchase
intention. Therefore, the consumers’ intention to search for
information via a website is positively related to their intention to
purchase from the website.

Based on the demographic profile in this study, it was

reported that generation Y is the first generation that doesn’t need
and authority figure to gain access to information, resulting in a
unique and advanced group of workers (Ordun, 2015). However,
Espinoza et al., (2010), indicate that generation Y derived from
millennials’ generation are the first generation connected to internet,

182
social media and leading technology enthusiasts. As the emergency
of the technology, information is the key to success in property
business that connect buyers to sellers, or lessors to lessees,
through the control and dissemination of information provided to
them by both parties. (Bamidele et al., 2018; Littlefield, Bao, &
Cook, 2000). The result of this investigation show that property
agents and valuers are pure market intermediaries who form this
connection are regards as individual who provide the information
and skills to ensure the success of the property transaction such as
enlisting, searching, evaluating, negotiating and execution (Crowston
and Wigand, 1999). This result is an agreement with Crowston and
Wigand (1999) that property industry is a promising setting form
studying electronic commerce because it is an information- intensive
and information-driven industry; transaction-based, with high value
and asset -specificitty; with many market-intermediaries (agents and
brokers who connect buyers and sellers rather than buying or selling
themselves); and experiencing on-going information technology (IT)
related changes.
From a theoretical standpoint, this findings from this study
does support S-O-R and Flow theories in the context of property
industry in Malaysia. This results also accords with our earlier
observations (Muhammad Najib Razali, 2010; Razali & Juanil 2008;
Razali et al., 2008; Jennifer Rowley, 2005; Dermise, 2004) showing
that internet use by property sector or related companies could
evolve from static brochure sites to process management sites that
create efficiencies in the workflow process in the e-business sector.
E-business concept known as the transactions using
technologies such as eWork, eCommerce and eGovernment and
enables property developers create online database systems,
property descriptions, property overview (photographs), statistical
reports and links to affiliate companies (Kajalo & Lindblom, 2015;
Dixon & Marston, 2005). On the other hand, Kim, Wang and
Malhouse (2015) supported that if a online property websites
provides information that fulfils consumers’ needs (e.g price of the

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property, location, features, design and tenure), trust will be built ,
which increases the value to the property developer and deciding to
continue to use the online property websites.

H5 as the fifth hypothesis proposed a causal relationship

between effectiveness (ATQW) and flow experience towards the
intention to use online property website. The result showed a
significant relationship between effectiveness (ATQW) and flow
experience towards the online property website ( H5: β = .281, t –
value = 9.876, p – value = <.000) thereby supporting the H5
hypothesis. This findings indicate, there is a direct influence of
effectiveness on flow experience in the context online property
website. Based on the table 4.13 summary of hypothesis testing
result, the result of the proposed hypothesis was achieved. This
results confirms that effectiveness is associated positively with flow
experience towards the intention to use online property website that
was pointed out by Richard (2005) that effectiveness of information
contained is the reflection of the degree to which information is
accurate, up-to-date, available, complete and relevant to the
internet users (Bell and Tang, 1998).
Likewise, a number of previous studies had identified
effectiveness as “perception of site content can be measured by how
informative it is, if it provides detailed and specific information on
products or other relevant topics” ( Huizingh, 2000). Taken together
it has proved that consumers more easily identify and recall websites
that satisfy their needs and provided them the effective information
as needed (Ahuja, Gupta, & Raman, 2003; Hoffman, Novak, &
Peralta, 1999; Ni & Ho, 2005; Zeithaml, Parasuraman, & Malhotra,
2002; Zhang & Prybutok, 2005; Zhang, Prybutok, & Huang, 2006).
The result indicated that millennials in Malaysia perceived
online property website is enrieched with effectiveness elements
increase more positive value towards intention to use online
property website. Through providing more effectiveness features in
online property website, it can satisfy the millennials users desires to

184
use more the property website. This is supported with few of the
empirical studies (Mazaheri, Richard, & Laroche, 2011) that point out
that effectiveness of information content positively influence site
informativeness in their studies related to online consumer behavior
between Canadian and Chinese website visitors.
However, in online contexts site informativeness also shown
positive impacts towards purchase intention due purchasing
decisions are directly impacted the information used (Keaveney and
Parthasarathy, 2001). Therefore, the ability of as website to produce
information influences purchase intentions because the information
provided on the site is accurate, relevant, up-to-date and custoners
perceive the site as more informative. The result also accord with
Mazaheri et al., (2011) and Keavency and Parthasathy (2001) that
positive influence of site effectiveness and site involvement (flow
experience) in their previous studies.
In the study by Mazaheri, Richard & Laroche (2012), pointed
out that site involvement can be considered as a situational
involvement when consumers interact more with the web site and
try more interactive functions (Yoo and Stout, 2001) or similar with
the function experiencing using the online website. In other words,
site effectiveness is expected to impact intention to use or purchase
decision are directly impacted by the effectiveness of information
they use. Therefore, intention to use are referred to consumers’
initiations to make an initial online/offline purchase or intention to
use from a servive provider (Schlosser, White & Lloyd (2006).

H6 as the six hypothesis proposed a causal relationship

between entertainment (ATQW) and flow experience towards the
intention to use online property website. The result showed a
significant relationship between entertainment (ATQW) and flow
experience towards the online property website ( H6: β = .269, t –
value = 9.044, p– value = <.000) thereby supporting the H6
hypothesis. Based on the table 4.13 summary of hypothesis testing
result, the result of the proposed hypothesis was achieved. This

185
findings indicate, there is a direct influence of entertainment on flow
experience in the context online property website.
This is in line with previous studies conducted by Kim and Ko
(2010) in relation to the context of luxury brands, in which they too
found that entertainment has a positive influence on purchase
intention (Song and Yoo, 2016). Thus, element of entertainment
aspect is vital in property industry marketing content. On the other
hand, all searching online activities should be entertaining, such as
creating relationship with others, obtaining genuine information, free
entertainment content and providing customized service by the
property agency (Harun & Husin, 2019; Kim & Ko, 2010).
The result indicated that millennials in Malaysia perceived
online property website is enriched with entertainment elements
increase more positive value towards intention to use online
property website. Through providing more entertainment features in
online property website, it can satisfy the millennials users desires to
use more the property website. This is expressed through the
relationship between information quality in e-stores and their
customers’ shopping enjoyment by Korgaonkar and Wolin (1999).
Similarly, the finding is also comparable with the past study
conducted in different context such as motivation and online
behavior (Korgaonkar and Wolin, 1999), shopping behavior ( Brown
et al., 2003), consumers’ emotional states in the e-store Floh &
Madlberger, 2013) and mobile advertising (Aydin and Karamehet,
2017).
The most obvious finding to emerge from this study is that
the entertainment variable has a positive impact on intention to use
due millennials characteristics that can be described as trendy,
technologically savvy and youthful (Harun & Husin, 2019). Likewise,
Mazaheri, Richard, & Laroche, (2012) pointed out that site
entertainment is positively associated with (a) site attitudes and (b)
site involvement. Richard (2005) found that the site entertainment
can be considered as low task relevant atmospheric cue and have
significant impact on site attitudes in the S-O-R framework.

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Meanwhile, Harun and Husin (2019) pointed out that entertainment
in social media marketing has a positive influence on Millennials’
online purchasing behaviour of low involvement products (Chen and
Wells, 1999).

H7 as the seven hypothesis proposed a causal relationship

between ARQW and flow experience towards the intention to use
online property website. The result showed a significant relationship
between entertainment ARQW and flow experience towards the
online property website ( H7: β = .095, t – value = 2.319, p– value
= <.021) thereby supporting the H7 hypothesis. This findings
indicate, there is a direct influence of ARQW on flow experience in
the context online property website. Based on the table 4.13
summary of hypothesis testing result, the result of the proposed
hypothesis was achieved. The result is consistent with the by Chen &
Yao, (2018); Liu & Pham (2016) and Verhagen and van Dolen
(2011) found that behaviors being affected by environmental factors
or known as Architectural Quality of Website (ARQW) in in the
context of consumer impulsive buying behaviors.

The result indicated that millennials in Malaysia perceived

online property website is enrieched with ARQW elements increase
more positive value towards intention to use online property
website. Through providing more ARQW features in online property
website, it can satisfy the millennials users desires to use more the
property website. This is in line with previous studies conducted by
Chen & Yao (2018) pointed out that consumers have strong feelings
regarding the ubiquity (UB), ease of use (EOU) and information
exchange (IE) of mobile auctions.
Therefore, operators or managerials should continue to
enhance such advantages functions and ensure the integrity of their
platforms. Besides, they should devote and emphasized more
resources to design in order to build a consumption environment
that provides instant services such as user- friendly and allows

187
buyyers and sellers to communicate and exchange information with
each other (Eroglu et al.,2001).

H8 as the eight hypothesis proposed a causal relationship

between ATQW and flow experience towards the intention to use
online property website. The result showed a significant relationship
between entertainment ATQW and flow experience towards the
online property website (H8: β = .380, t – value = 7.541, p– value =
<.000) thereby supporting the H8 hypothesis. This findings indicate,
there is a direct influence of ATQW on flow experience in the context
online property website. Based on the table 4.13 summary of
hypothesis testing result, the result of the proposed hypothesis was
achieved. The result confirms that ATQW is associated positively
with flow experience towards the intention to use that was
supported by Dailey (2004) and Milliman and Fugate (1993).
Likewise, (Toor et al., (2017), Dailey (2004), and Milliman and
Fugate (1993) supported the definition of web atmospherics as the
“conscious designing of web environments to create positive effects
and the website components that stimulates one’s senses” .
Similarly, the finding is also comparable with the online
property website by the property developers such as iProperty,
PropertyGuru, Mudah.my, DurianProperty and Propwall has provide
more features, which enables consumers to connect and chat,
blogging and promote concepts and ideas with others. Therefore,
consumers, especially millennials, enjoy using online property
website in searching the property information because online
website provide more features to entertain them during the process
of decision making to purchase, leasing or selling any property.

The research study by Prashar, Sai Vijay & Parsad (2017)

also found there exist two steams in literature related to the portals’
environmental features which comprises of 1) interface features
(colours, font, text size and music) (David, Want and Lindridge,
2008; Eroglu et al.,2003), 2) assesmentand evaluation of website’s

188
characteristics such as informativeness and effectiveness (Hoffman
and Novak, 1996). The finding is consistent with findings by Chen
and Wells (1999) that described informativeness as the capability of
a portal to make information available for users to look out for
information and purchase good/ services by spending little time and
effort. In addition, the current , precise and pertinent information
provided by web portals or websites will decrease users’ time and
energy spend on searching information, which in turn help them
attain enjoyable experience (Kim & Li, 2009). This study deliberated
the relationship of users experience about informativeness with
consumers intention to use online property website to look out for
property information.

5.3.2 Mediating effects of flow towards millennials' intention to use

the online property website in Malaysia (RO2).

Research objective RO2 is to examine the mediating effects of flow

towards millennials' intention to use the online property website in
Malaysia. The second objective is discussed specifically on the
mediating effects of flow towards millennials' intention to use the
online property website in Malaysia his objective is supported by
RQ2 and it is answered through Hypothesis 9 (H9), Hypothesis 10
(H10), Hypothesis 11 (H11), Hypothesis 12 (H12), Hypothesis 13
(H13) and Hypothesis 14 (H14) as shown in table 5.1.

Table 5.1 Research Objective 2 and Research Question 2

Research Objective Research Question

To examine the mediating effects of To what extend does flow experience

flow towards millennials' intention to
use the online property website in
Malaysia.
mediate the relationship between the
architectural quality of the website
(atmosphere cues of the website) and
atmosphere cues of the website
(informativeness, effectiveness,
entertainment) towards millennials’
intention to use online property
website.

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 H9. Flow mediates the relationship between ubiquity and ARQW and consumers’
intention to use online property website.
H10. Flow mediates the relationship between ease of use and ARQW and
consumers’ intention to use online property website.
H11. Flow mediates the relationship between information exchange and ARQW
and consumers’ intention to use online property website.
H12. Flow mediates the relationship between informative and ATQW and
consumers’ intention to use online property website.
H13. Flow mediates the relationship between effectiveness and ATQW and
consumers’ intention to use online property website.
H14. Flow mediates the relationship between entertainment and ATQW and
consumers’ intention to use online property website.

H9 as the ninth hypothesis proposed the mediating effects of

flow experience on the relation between ubiquity and millennials'
intention to use the online property website in Malaysia. Through
the mediation test, it was reported that the path depicts a positive
significant value. Flow experience was indeed found to mediate the
relation between ubiquity and millennials' intention to use the online
property website in Malaysia (H9: β = .035, t – value = 2.333, p–
value = <.020) thereby supporting the H9 hypothesis.
Based on the table 4.13 summary of hypothesis testing
result, the result of the proposed hypothesis was achieved. This
findings indicate, there is a direct influence of flow experience on the
relation between ubiquity and millennials' intention to use the online
property website in Malaysia. This is in line with previous studies
conducted by Keith & Simmers, 2013) that millennials were much
more enthusiasm and familiarity with the internet devices and likely
to have their own technology devices rather than any generations
before, can utilize more convenience and widely. This, millennials
generation are a significant group of customers for online sellers to
target and essential group of online shopping (Keith & Simmers,
2013).
The result indicate that millennials users perceived flow
experience elements creates a strong impact on ubiquity and
millennials’ intention to use online property website in Malaysia. Flow
experience was indeed found to mediate the relation between

190
ubiquity and intention to use. This finding corroborates with Wiafe,
Koranteng, Kastriku & Gyamera, 2020 supported that flow
experience plays a mediating role and it produces indirect effects in
predicting continuance use of social networking sites (SNS) (Choi
and Kim, 2004).

The literature review shows that Theory Flow refers to the

holistic sensation felt by the individual when they act with total
involvement (Csikszentmihalyi, 1975). This has also been explored in
prior studies by Choi and Kim (2004) that consumer’s intention to
use SNS games is impacted by their optimal experience which is
achieved though a user’s personal interaction that creates strong
ubiquity with the system or his/her social interaction with other
users.

H10 as the ten hypothesis proposed the mediating effects of

flow experience on the relation between ease of use and millennials'
intention to use the online property website in Malaysia. Through
the mediation test, it was reported that the path depicts a positive
significant value. Flow experience was indeed found to mediate the
relation between ease of use and millennials' intention to use the
online property website in Malaysia (H10: β = .038, t – value =
2.334, p– value = <.020) thereby supporting the H10 hypothesis.
Based on the table 4.13 summary of hypothesis testing
result, the result of the proposed hypothesis was achieved. This
findings indicate, there is a direct influence of flow experience on the
relation between ease of use and millennials' intention to use the
online property website in Malaysia. This is in line with previous
studies conducted by Acheampong (2016b), Park, Sharman & Rao
(2015), factors such as external environment, service, vendor,
product characteristic, website design and eas of use can contribute
to consumers’ online purchase behavior.
The result indicate that millennials users perceived flow
experience elements creates a strong impact on ease of use and

191
millennials’ intention to use online property website in Malaysia. Flow
experience was indeed found to mediate the relation between ease
of use and intention to use. This finding corroborates previous
research that has identified flow as a positive experience and
support the post-evaluation, judgement of satisfaction behavior in
the computer-mediated environment (Zhou et al., 2010; Finneran
and Zhang, 2005). Fu (2018) indicate that online website is also
regarded platform technology that provide users a sense of safety
during transaction (Chopra, Jha, & Jain, 2017); user perception
rapidly increase platform usage amount; interaction performance
and favorable man-machine interaction that can provide the user
with the ideal use experience.
According to Huang & Hsieh, 2011; Zhou & Lu, 2011 & Kim,
Shin & Lee, 2009), flow experience has been recognized in online
environments such as online banking, online gaming and mobile
instant messaging. We can thus expect that flow experience will
enhance millennials continued intention to use an online property
website platform in Malaysia. Thus, flow experience which reflects
the feelings of strong ease of use and total immersion and
absorption in the experience (Triantafillidou and Siomkos, 2014;
Zhou, 2012a; Lee, 2009). Consumers will make repeat purchases,
visits and recommend the website to others more often if they have
a positive attitude toward the website ( Song & Zinkhan, 2003).

H11 as the eleven hypothesis proposed the mediating effects

of flow experience on the relation between information exchange
and millennials' intention to use the online property website in
Malaysia. Through the mediation test, it was reported that the path
depicts a positive significant value. Flow experience was indeed
found to mediate the relation between information exchange and
millennials' intention to use the online property website in Malaysia
(H11: β = .033, t – value = 2.325, p– value = <.020) thereby
supporting the H11 hypothesis. Based on the table 4.13 summary of

192
hypothesis testing result, the result of the proposed hypothesis was
achieved.
This findings indicate, there is a direct influence of flow
experience on the relation between information exchange and
millennials' intention to use the online property website in Malaysia.
This is in line with previous studies conducted by Van Noort,
Voorveld & Van Reijmersdal (2012), website interactivity creates
numerous opportunities for marketers to persuade consumers and
receives attention in the marketing literature. Millennials users often
engage in product search and undertaken it as window shopping
because it is fun to go for information gathering independent of
specific needs or purchase decisions (Bloch, Peter, Daniel Sherrell,
Nancy Ridgway, 1986). Therefore, the flow experience features
creates a strong impact on information exchange in term or
gathering more property listings from various property agencies or
shared listing will enables the satisfied millennials to increase the
intention to use online property website rather than choosing other
traditional method such as newspapers, magazine, banner or the up
coming property fairs event.

The result indicate that millennials users perceived flow

experience elements creates a strong impact on information
exchange and millennials’ intention to use online property website in
Malaysia. Flow experience was indeed found to mediate the relation
between information exchange and intention to use. This finding
corroborates with Csiksxentmihalyi (1975,1977) that flow experience
which reflects the feelings of strong information exchange when
millennials tends to shift into a common mode of experience when
they become absorbed in their activity. This mode is regarded as a
characteristics that narrowing towards to focus and awareness,
irrelevant perceptions, thoughts filtered, self -consciousness and
unambiguous feeback and sense of control over environment.

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 H12 as the twelve hypothesis proposed the mediating effects
of flow experience on the relation between informativeness and
millennials' intention to use the online property website in Malaysia.
Through the mediation test, it was reported that the path depicts a
positive significant value. Flow experience was indeed found to
mediate the relation between informativeness and millennials'
intention to use the online property website in Malaysia (H12: β
= .115, t – value = 8.014, p– value = <.000) thereby supporting the
H12 hypothesis. Based on the table 4.13 summary of hypothesis
testing result, the result of the proposed hypothesis was achieved.
This findings indicate, there is a direct influence of flow experience
on the relation between informativeness and millennials' intention to
use the online property website in Malaysia.
The result indicate that millennials users perceived flow
experience elements creates a strong impact on informativeness and
millennials’ intention to use online property website in Malaysia. Flow
experience was indeed found to mediate the relation between
informativeness and intention to use. This finding corroborates with
Wiafe, Koranteng, Kastriku & Gyamera, 2020 supported that flow
experience plays a mediating role and it produces indirect effects in
predicting continuance use of social networking sites (SNS) (Choi
and Kim, 2004). The literature review shows that Theory Flow refers
to the holistic sensation felt by the individual when they act with
total involvement (Csikszentmihalyi, 1975).
This has also been explored in prior studies by Choi and Kim
(2004) that consumer’s intention to use SNS games is impacted by
their optimal experience which is achieved though a user’s personal
interaction with the system or his/her social interaction with other
users. Seminal contributions have been made by Zhou (2013), Zha
et al., (2015) and Agarwal and Karahanna (2000) that the consumer
must perceive a balance between the challenges and their technical
skills in order to experience flow within a specific tasks. Perhaps
when the millennials was imparted with the optimal experience
which was achieved through user’s personal interaction, therefore

194
the individual will have strong relation with informativeness about
the website that been explored and the intention to use the website
will be higher or stronger.
H13 as the thirteen hypothesis proposed the mediating
effects of flow experience on the relation between effectiveness and
millennials' intention to use the online property website in Malaysia.
Through the mediation test, it was reported that the path depicts a
positive significant value. Flow experience was indeed found to
mediate the relation between effectiveness and millennials' intention
to use the online property website in Malaysia (H13: β = .163, t –
value = 7.710, p– value = <.000) thereby supporting the H13
hypothesis. Based on the table 4.13 summary of hypothesis testing
result, the result of the proposed hypothesis was achieved. This
findings indicate, there is a direct influence of flow experience on the
relation between effectiveness and millennials' intention to use the
online property website in Malaysia.
This is in line with previous studies conducted by Marjerison
& Hu (2021) and Aghdaie, Piraman & Fathi (2011) that the
integrated and “one -click” online payment system has become an
indispensable geactures because vendors and creditors realize its
growing importance as a foundation to improve their information
infrastructure and to achieve operation effectiveness and efficiency.
Consumers, agent property or millennials users needs to buy token
when they want to use online property website such as
www.mudah.com in order to put their property along inside the
mudah.com advertisement website.
Nevertheless, sometimes there may occurred variation in
customers’ acceptance of online payment methods due to different
characteristics among customers and Web -systems 9both sides’
perspectives and technology factors (Marjerison & Hu 2021;
Aghdaie, Piraman & Fathi, 2011). Therefore, effectiveness of the
Web-system and operating efficiency regardless acceptance of online
payment methods must take into consideration and improve its
effectiveness.

195
 H14 as the fourteen hypothesis proposed the mediating
effects of flow experience on the relation between entertainment
and millennials' intention to use the online property website in
Malaysia. Through the mediation test, it was reported that the path
depicts a positive significant value. Flow experience was indeed
found to mediate the relation between entertainment and
millennials' intention to use the online property website in Malaysia
(H14: β = .156, t – value = 7.220, p– value = <.000) thereby
supporting the H14 hypothesis. Based on the table 4.13 summary of
hypothesis testing result, the result of the proposed hypothesis was
achieved. This findings indicate, there is a direct influence of flow
experience on the relation between entertainment and millennials'
intention to use the online property website in Malaysia. This is in
line with previous studies conducted by He & Mykytyn (2007) and
Marjerison & Hu (2021) discovered that website design affect
consumers’ decision making and perceived level of enjoyment,
including visual aids and aesthetics and information organization.
Thus, entertainment value could help influence millennials’
purchasing, leasing, selling decision because it could change their
perception and mood while they scroll through photos to get
information about the property information such as location, size,
pricing and others.

The research study by Khan, Dongping, and Wahab (2016),

Kaye (2007), Muntinga, Moorman and Smit (2011) and Park, Kee
and Valenzuela) that entertaining content inspires and influences
brand fans to consume and participate; strong reason to drive
consumers due to the content of enjoyment, relaxation, and
pastime.
Taken together, it has proved that entertainment can widely
applied in the new communication such as online property website in
the property platform based on the positive evaluation of
information enriched with entertaining elements to lead recipients to

196
or re-visit a website to compare information without the
entertainment features (Raney, Arpan, Pashupati, and Brill , 2003).
The extant literature on retailing industry pointed out that
experience of a consumer, while shopping have manifested
entertainment and emotional values and facets the buying
experience (Prashar, Sai Vijay & Parsad 2017; Babin et al., 1997;
Sorce, Perotti & Widrick, 2005).
The result indicated that millennials users online property
website is enrieched with flow experience elements increase more
positive value towards intention to use online property website.
Through providing more flow experience features in online property
website, it can satisfy the millennials users desires to use more the
property website. This is supported with few of the empirical studies
such as Mazaheri, Richard & Laroche (2012) showed that
entertainment is hypothesized to impact site involvement (flow
experience) in they study. In the study by Mazaheri, Richard &
Laroche (2012), pointed out that site involvement can be considered
as a situational involvement when consumers interact more with the
web site and try more interactive functions (Yoo and Stout, 2001) or
similar with the function experiencing using the online website.
Perhaps with entertainment features will encourages consumers to
stay longer and explore different features.
By using flashy and graphical information can even help
consumers evaluate the goods or services. In addition, the
entertaining online website would encourage the consumers of
credence- and experience -based service to be more involved with
the website and impact their site attitudes. Moreover, consumers of
search- based services know what type of information they need and
the level of site entertainement is not expected to impact their site
attitudes and involvement as much as it does (Mazaheri, Richard &
Laroche, 2012).

197
5.3.3 Moderating effects of income towards millennials' intention to
use online property websites in Malaysia (RO3).

Research objective RO3 is to examine the moderating effects of

income towards millennials' intention to use online property websites
in Malaysia, as stated in table 5.2. The third objective is discussed
specifically on the moderating effects of income towards millennials'
intention to use the online property website in Malaysia. This
objective is supported by RQ3 and it is answered through Hypothesis
15 (H15) as shown in table 5.2.

Table 5.2 Research Objective 3 and Research Question 3

Research Objective Research Question

To examine the moderating effects of To what extend does income moderate

income towards millennials' intention the relationship between flow
to use online property websites in experience and behavioral intention to
Malaysia. use online property website among
millennials in Malaysia.
H15. Income moderates the relationship between flow experience and consumers’
intention to use online property website.

H15 as the fiftheen hypothesis proposed the moderating

effects of income on the relation between flow experience and
millennials' intention to use the online property website in Malaysia.
Through the moderating test, it was reported that the path depicts a
negative significant value. Income was indeed found not to
moderate the relation between flow experience and millennials'
intention to use the online property website in Malaysia (H15: β = -
0.007, t – value = 0.178, p– value = <.859) thereby supporting the
H15 hypothesis. Based on the table 4.13 summary of hypothesis
testing result, the result of the proposed hypothesis was not
achieved. This findings indicate, there is a no direct influence of
income on the relation between flow experience and millennials'
intention to use the online property website in Malaysia.

198
 As the third objective focused on the direct relationship
involving income of the towards millennials intention to use online
property websites in Malaysia. The current findings identified that
income is not significant construct in predicting the moderating
effects of income towards millennials' intention to use online
property websites in Malaysia. According to Sims (1972), income is
regarded as revenue a business earns from selling its goods and
services or as the money and indicidual receives that “lead” to
income in some sense. The wealth (income) has influence to the
new revolutionary movement of the adopting of new S-O-R model
presented in the social sciences, psychology especially a second
generation of consumer behavior models emerged in the mid-1960s
(Jacoby & Jacob, 2000). In relation, this definition refers to
mortgage availability, terms of purchase, house price, assessment
value of property, opportunity for quick appreciation, and waiting
period (Haddad et al., 2011).
Past researchers defined financial status in relation to house
buying as combination of house price, mprtgage loans, income and
terms of repayment (Opoku and Abdul- Muhmin, 2010; Yong Zhou,
2009). Similarly, study by Razak, Ibrahim, Hoo, Osman and Alias
(2013) confirmed that financial consideration especially house price
has a very strong influence on house purchase intention in Malaysia
context (Chia, Harun, Kassim, Martin, & Kepal, 2016). This is in
relation that if millennials have a stability financial in term of strong
income background and well financial knowledge to manage
personal financial therefore, the intention to use the online property
website will corroborate with the objective to the house purchase
intention in future.

Suprisingly, the finding of the current study was contradicts

with abundance of study that most individual financial e.g income
has much influence on how consumers make their decidion of house
choice (Chia, Harun, Kassim, Martin, & Kepal, 2016; Sengul,
Yasemin, & Eda, 2010; Xiao and Tan, 2007; Kaynak and Stevenson,

199
 2007; Daly et al., 2003; Adair et al., 1996) that supported income
has the negative moderating relationship with intention to use online
property website in Malaysia.
Although the finding is contradictory compared with most of
the research, this may have been the millennials users perceived
online property website that is enriched with income element will not
have significant effect towards intention to use the online property
website. Millennials may have think that income regardless sufficient
or not does’t have significant effect to moderate them to use the
online property website. The consumers may have browse through
the online website for the purpose to look out any available property
for rent out or helping the family members to seek the suitable
property.

Sometimes, the decision maker may not be the one who has
the purchasing power to purchase the property but could be family
members, relatives or friends. (Plabdaeng, 2010) because millennials
may gathering information related to property from the online
property website on behalf of the other parties instead for
themselves (Zakaria, Arifin, Khalid, Jusoh, & Kamaludin, 2015).
Therefore, income might not act as a suitable moderator variable to
this study in the current context due Malaysia millennials did not
generate the negative effect towards their income when using the
online property website. In other words, this might be the plausible
reason why income does not lead to negative value towards
millennials intention to use online property website in Malaysia.

5.4 The Final Conceptual Model

Following the examination of the research objective and hypotheses
testing, the final conceptual model of this study is included in Figure
5.1. The independent variables are consisting of Architectural
Quality of Website (ARQW) and Atmosphere Cues of Website
(ATQW) towards consumers’ intention in the property industry in
Malaysia. ARQW consists of ubiquity, ease of use, information

200
 exchange and ATQW consists of informativeness, effectiveness and
entertainment. All the independents variable of ARQW and ATQW
significantly predicted the flow experience towards the intention to
use online property website. Meanwhile, flow experience also
significantly mediated the relationship between variables consists in
ARQW and ATQW between intention to use online property website.
However, income did not significantly moderate the relationship
between flow experience towards intention to use online property
website.

Note: Moderating effect of income on intention to use was rejected due to

statistically not significant.
Figure 5.0: Final conceptual model of study

5.5 Research Implication

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The main objectives of this research were to examine the
determinants of the millennials’ intention to use, to examine the
mediating effects of flow and to examine the moderating effects of
income towards millennials intention to use online property website
in Malaysia. Undoubtly, this research is widely open to all kinds of
theoretical, methodology, managerial and empirical contributions
where new paradigms and techniques can be infused within this
discipline. In fact this study represent a worthwhile direction by
examining the determinants of millennials intention to use online
property website through flow experience, so far, has not been well
evaluated in the Malaysia context. From the academia perspective,
the research has contributed to existing literature by considering
architecture quality of website (ARQW) consists of ubiquity, ease of
use and informative exchange; atmosphere cues of website (ATQW)
consists of informativeness, effectiveness and entertainment
dimensions has largely been neglected by the current scholars
especially in the property industry context in Malaysia.

Morever, the researcher have performed the combination of

both of flow theory and S-O-R theory by justifying some adaptations
to theoretical models that support this research framework in this
study. This study set out the integrate flow experience and S-O-R
theories and research on architecture quality of website (ARQW) and
atmosphere cues of website (ATQW) determinants the intention to
use online property website. Therefore, this study has bought the
several theoretical, methodology and managerial implication.

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 The examination of the factors that impact the S-O-R
constructs of ubiquity, ease of use, information exchange,
informativeness, effectiveness and entertainment will enables
various stakeholders to develop proper planning or policy to address
the issues promply as the rapid growth of population, economies
and property industry in Malaysia lead to high demand for
purchasing a property in Asia –Pacific region.

5.5.1 Theoritical Implication

Although numerous of studies has adopted flow theory and S-O-R

theory as the underpinning theory especially in other discipline
studies, however apply these flow theory and S-O-R Theory to the
property industry among millennials is lacking. Compare with most
of the adoption of flow experience and S-O-R of studies, this study
did not consider the most research on the adoption of intention to
use online property website that based on the classical theories that
explain human behavior such as TAM, TRA, SDT and TPB as a basis
to develop the framework. This study argues that understand the
wants and needs from millennials users is significant, because it can
trigger their perception to evaluate the utility of online property
website value that convert to positive attitude, in turn to intention
behavior.

In this study, S-O-R theory and theory of flow are selected to

empirically develop the dimensions of architecture quality of website
(ARQW) and atmosphere cues of website (ATQW), consumers
intention to use, a useful contribution that can guide management
practice and academic inquiries. The well-established theoretical
perspective of S-O-R and flow theoried provides valuable insight into
property advertising medium among the property developers and
real estate agencies. As the underlying assumption of S-O-R is that
millennials in Malaysia actively internet users, the theory has become
increasingly relevant in studies of social media networking and

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media channels that allow for consumer choice and interaction. The
study advocates the needs to understand the role amongst property
industry and property developer to emphasized on the contents
needs through entertaining and informative resourceful that
compose the positive advertising property in the property platform
websites in Malaysia. It also has validated Malaysia’s millennials
intention to use online property website is affected by architecture
quality of website (ARQW) and atmosphere cues of website (ATQW)
and mediated by flow experience. This in turn to demonstrate a
significant contribution to expansion of the theoretical horizon of S-
O-R theory.

5.5.2 Methodology Implication

There are few methodology implications for academician and

researchers from the findings of this study. These implications could
improve study methodologies in future study. First, this study
confimed that architecture quality of website (ARQW) consists of
ubiquity, ease of use and informative exchange; atmosphere cues of
website (ATQW) consists of informativeness, effectiveness and
entertainment dimensions. Millennials users and potential new users
for online property website greately appreciated value dimensions
especially three dimensions such as informativeness (p=0.00),
effectiveness and (p=0.00) entertainment (p= 0.00). However, the
influences of value dimensions were not identical judging from their
different weight. In other words, millennials showed that they
appreciated the three value dimensions, but to different extend ,
suggesting that each value dimensions was unique and not
replaceable by other dimensions.

The use of both variable-centered and person- centered

approaches in this study provide extra evidence on the intention
behavior study in line of property industry market. The variable-
centered approached examined the relationship between constructs

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in this study ‘s model using the PLS-SEM technique. Meanwhile, the
person-centered approach, using the profile analysis technique,
identified heterogenous nature among millennials generation using
or not using online property website, to compliment variable-
centered approach. Applying these approaches not only allowed an
understanding of the relationship between constructs, but also
enables a deeper understanding of the millennials generation profiles
and the reasons why their intention to use or not to use the online
property website. This understanding is crucial to planning research
methodologies for the marketers and real estate developers to
develop their platforms and company websites.

Moreover, using quantitative survey research method that

incorporated both distribution and face-to- face survey
questionnaire, this study provides research framework for future
qualitative or interview method in marketing research. Interview
method were designed to assess the moderating role of income,
while a survey questionnaire was used to assess the other variables.
This avoids the method using a single method such as survey
questionnaire to collect data on subjective respondent perceptions.
In addition, the survey method created for dimensions for
architecture quality of website (ARQW) and atmosphere cues of
website (ATQW) would be useful to designing ARQW and ATQW
stimuli in other research studies.

Furthermore, using millennials aged 18 until 38 as the study

population acknowleged the uniqueness of the millennials
generation. By examine their intention to use the online property
website, this study provides new insight into the millennials intention
use behaviours. The findings confirmed that most of millennials were
online users searching for property information and mainly in the
earlier stages. They have high intention to use the website especially
to search for more specific or deeper informations of the property
pricing, locality, type and value of such property. The effectiveness

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of information on the pricing, locality, type and value of such
property provides satisfaction for the millennials because they can
retrieve the information in their finger tips within a seconds or
minutes. Moreover, during the process of searching and utilising the
online property website provides fun feeling and entertainment
among millennials and they are not feeling boring and frustrated.

The findings from this study make several contributions to

the companies are reaching out ot multi-generational consumers and
trying to gain attention and understand of these diverse consumers
consists of multi-generations group (Williams & Page, 2011). This
study implies that there is a differentiating millennials generation
from other generation such as senior citizen or emerging adults in
research methodologies could provide as in depth understanding of
consumer behavior, particularly in the property industry market.
Furthermore, Williams & Page (2011) concluded that generational
history be it the economy, scientific progress, politics, technology or
social studies can become a future research study for property
industry due to the existing six U.S. generations: Pre- Depression
Geneeration, Depression Generation, Baby Boomers, Generation X,
Generation Y and generation Z. Therefore, it was important to
understand and identified the expectations, experience, values,
lifestyles and demographic of each of these generations for future
research study. Being sensitive to the various generations will help
property companies and property agencies to become more
conscious of and responsive to their multi-generational ‘s
characteristics, lifestyles and attitude in order to adjust their
marketing mixes and strategies accordingly.

5.5.3 Managerial Implication

The findings of this study also have managerial implications for both
organisation strategic planners and marketers especially real estate
agencies and property developers who are trying to engage new and

206
exixting customers in using the property online website actively. The
findings of this study imply changes for property firms and demand
for property increasing. Several changes features such as
disintermediation and reintermediation has been transformed. The
online property websites brings buyers and sellers closer together by
rapidly lowering transaction costs through efficient transmission of
information. Any technology that does that is considerable a threat
to the middleman, the brokers and the intermediaries. In most
cases, property industry has significant numbers of middleman, the
possiblility of disintermediation has loomed. Nevertheless, some
intermediaries have utilise web-based information to strengthen the
service they offer. One of the big advantages of the extensive
spillover effects of the enw technology that have created
opportunities for new kind of intermediation through development of
new combinations of transaction, new channels of distribution, and
specialized niches. Therefore, by embracing a wider range of
services, these online property websites have redefined themselves
as new kind ofindermediaries. (Bardhan, Jaffee, & Kroll, 2000).

The market of property firms face changing organizational

structure in several ways. A long established firms may begin their
internet activities seeking the benefits of lower costs, while e-
commerce startups are seeking new revenue sources. Even web
experiement that begin for cost-related reasons may bring other
organizational changes to the property firm. Thus, online property
websites makes it much easier for firms to create linkages to related
activities. On the other hand, property agent may create a regular
link with a mortgage broker, and a builder may create links with
broadband network providers. Next, it has provided the opportunity
for firms to create new products or services based on cost-driven
activity and revenue-based model. Nevertheless, property agencies
may have to change the way they provide existing services
particulary in brokerage settings compare those property agencies
that do not develop any online internet based property websites.

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 The broad implication of this study is that inherent
components of e-business models of industry leaders serve as
benchmarks for e-busienss models of competitors and new entrants
into the industry. It is quite possible that e-business model
components influence company performance and consumer
behavior. Companies benefits from knowing which e-busienss
components frive revenues, affect revenue streams, advertisers and
attracts customers and nurture business relationships. Ideally, it
helps companies to diagnose the streangths and weaknesses of e-
bussiness model components for capturing market share and
creating and delivering customer value. Overall, this study are useful
for the property organizational in assessing the readiness and
competitiveness of real estate industry in Malaysia (Cherif & Grant,
2014).

However, property industry during the year 2008 was

influenced by negative publicity from poor image and slow growth
that caused many companies to undergone bankrupt while others
struggle to survive. However, online property websites has expanded
the geographical domain nationally and internationally by enabling
seamless collaboration between agents, buyers, sellers and
financiers. Prior to the easy to use and ubiquity of the internet
access, stakeholders can easily communicate, send and receive
pictures of property listings, see videos of properties, and view
electronic maps of the properties all over the world. Thus, it is
unprecedented the amount of property data and information that are
available via internet websites (Cherif & Grant, 2014).

This study provide a potential mechanism for management

personnel, especially marketing managers of Malaysia e-commerce
marketplaces like mudah.com, iProperty, PropertyGuru.com and
others online property websites. More generally, these basic
findings are consistent with research showing that the marketing

208
managers for the property developers companies appear to have
better understanding of suburban millennials’ online users.
Additionally, this study suggest that marketers should be more
concerned about consumers’ complaints, suggestions, or
recommendations regarding the products offered. In addition,
property developers should follow technological trends and be
prepared for the emergence of evolving changes in the property
market demand (Harun & Husin, 2019). Moreover, property agencies
act as intermediary for buying and selling of property and allied
services should offer a service qulity to their customers such as real
estate agent’s goodwill, real estate property, information delivery,
behavior of agents, punctuality nd emergency services. Thus,
property agencies would able to redesign their products and service
delivery model in their property business.

On the management basis, this study can provide

suggestions to the property developers should prioritize the
improvement of the property online websites or platform
performance. Accuracy of variables, especially ubiquity, ease to use,
inforinformation exchange informativeness, effectiveness and
entertainment which had a significance influence on user intention
to use (IU), should be guaranteed that the online property websites
should be updated in a timely manner. On the other hand,
coordinated development between technology and service should be
realized during the construction of the online property website
amongs the property developers, real estate agencies or property
agents. Not only the online platform competitiveness should be
obrained by elevating technological level, but diversified user
requirements should also be met by improving service capability.
Finally, the property developer or managerial should toward
construct the online property websites or platforms should
accordingly the needs of users and adjusted the platform functional
construction and flow setting to attract more users by integrated the

209
entertainment variables to attract more users especially millennials
segment.

The evidence from this study suggests that demographics

and population have been evidenced as part of the key elements
that affect property development as changes in demographics
specifically may influence the economy including the property market
hence influences the generations due the generations are the
population categorised by the age cohort including the Baby
Boomers, Generation X (Gen-X), Generation Y (Gen-Y) and
Generation Z (Gen-Z) (Ismail & Shaari, 2020). Most importantly, the
findings are significant in contributing better understanding and
grant indications to the local authorities and housing developers on
the main attraction factors of housing choice preferred by
generations that may be very valuable for the enhancement of future
Malaysian housing provisions. Furthermopre, this has led to a gap
between consumers’ expectations and developers’ perceptions which
resulted in customer dissatisfaction (Chia, Harun, Kassim, Martin, &
Kepal, 2016; Swartz and Brown, 1989). This is important since this
study may provide crucial insight for property developers to satisfy
the needs and wants of their customers (Daly, Gronow, Jenkins and
Plimmer,2003; Gibler and Nelson, 2003; Opoku and Abdul-Muhmin,
2010).

5.5.4 Policy Implications

The recent government policies such as abolishment of real property

gains tax for the period 31 May 2020 until 30 December 2021 for
sale and purchase transaction property, Malaysia MY second home
programme and foreign possession of property in Malaysia will
provide greater opportunities to these companies to market their
product abroad. Therefore, this give opportunities to buyers abd
investors to have better understanding and overview of the potential
and opportunities property market in Malaysia and have better

210
informed decision for future property investment. Hence, property
marketing via the internet is obviously needed and property business
will be directly affected by the emerging new technology among
millennials’ in Malaysia.

5.6 Limitation of Study

A few study limitations have been identified. First, the survey

questionnaire design in this study tested a single belief of online
property users amongs millennials generation using experiment
stimuli. Nevertheless, past researcher suggests that other users
beliefs and perceptions such as senior citizens, generation Y and
generation X are related to their intention behavior to use online
property website. Focusing only on intention to use online property
website among millennials might have ignored other important user
beliefs and perceptions.

For data collection, this study used a single method,

subjective measurement s ny asking respondents to report their
ARQW consists of ubiquity, ease of use, information exchange and
(ATQW) consists of informativeness, effectiveness, entertainment,
flow experience and income. Although subjective measurement are
suitable for measuring perceptions (Bachrach & Bendoly, 2011), they
might have shortfalls. The subjective reporting of online property
website usage might not reflect actual usage due to underestimation
or overestimation of usage and/or recall bias. Several researchers
found that scenario-based experiments approach mimics an online
and corporate company sometimes not reporting the genuine
information and reveal the untrue information during negotiation skill
(Rottenburger, JCarter & Kaufmann ,2019).

This study collected data from millennials generation who

visited the properties fair, and thus might overlook millennials
generations who are not attending the property fairs. This might lead

211
 to lack of generalizability for millennials group. Furthermore, this
study was conducted in suburban areas in the southern region of
Malaysia. Moreover, this study does not differentiate which source of
device millennials use to do online searching for information on the
properties—whether by using an online website or mobile application
(Harun and Husin, 2019).

Thus, the traditional way of marketing or advertising the

property information is still widely in use. Morever, the added
information and communication technology has changed
dramatically the way property companies market their products and
services as well as to attract consumers. Various property companies
and real estate agencies in Malaysia which have already emergence
as world class standard have vigorously adopted the web-based
online property concept. Nonetheless, internet business strategy will
become a important method of marketing properties and widely
implemented such as internet business strategy particulary in
exchange information and selling their company listing property.
Customers will have better understanding and provide them with all
information needed about the property as well as the companies ‘
background.

5.7 Recommendation for Future Research

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Mason, A. N., Narcum, J., & Mason, K. (2021). Social media marketing gains
importance after Covid-19. Cogent Business & Management, 8(1),
1870797.

The research has thrown up many questions in need of further

investigation as Gibler and Nelson (1998) pointed out that most
previous property studies had been based on neoclassical
economics, where consumers were expected to make property
decisions that maximize their utility and wealth given price and
income constraints. Therefore, further work needs to be done to
establish whether tastes and preferences were taken into
consideration as the variables determinants intention to use the
online property websites among millennials. More broadly, future
study is also needed to determine the outcomes of consumer actions
were used to inter these preferences. These suggestions provide
benefits from expansion to include consumer behavior concepts from
sociology and psychology as synthesized through marketing.
Integration of thsese concepts in property education would help
property analysis better explain and predict the behavior of decision-
makers in property markets.

213
 Few research directions are recommended for future
research. The current empirical study design tested the consumer
intention to use online property website based on the control group
which were the respondents attended the property fairs in three
locations in this study. Future research could be conducted based
on the experimental and control group to test whether ARQW (i.e.
ubiquity, ease of use, information exchange) and ATQW
(i.e.informativeness, effectiveness, entertainment) flow experience
and intention to use property online website among millennials in
Malaysia. Experiments are suitable for micro-level rather than macro-
level theoretical concerns (Neuman, 2014). Future research can
randomly divide the sampel into an experiment group and control
group to create a between-group experiment. The between –group
experiment can be utilise because the purpose of the study does not
intend to change an consumer perception on intention to use the
property online website, but to compare the influence of experiment
group responses intention behavior to use compare control group
responses. Malhotra (2010), pointed out this between-group
experiments also have benefits in terms of time, cost, and sample
size requirements.

Furthermore, this study also suggests that for future research

should expand the population size in suburban areas in the northern
region and east cost region in Malaysia. In addition, future research
also can consider to focus on more specific platforms for online
website users or mobile applications for online property website
searching pruposes. This study also can include the new mediating
variables into the current S-O-R framework model such like
controlled motivation, consumer perceived value, perceived
autonomy support, knowledge and attitude.

For future research, this study can include a new moderator

such as consumer engagement, focus on examine customer
engagement from a longitudinal perspective with longer time frame

214
similar to the study conducted by Greve (2014) and Harun and Husin
(2019). Furthermore, researcher can consider to use gender and age
to examining the moderating effects for future research. As gender
and age is a categorical variable, the research model can be tested
using multi – group analysis (MGA). Since PLS-SEM is non-
parametric in nature, the Permutation approach can be adopted
since the technique does not need to meet the requirement of the
distributional assumption (Hair et al., 2017). Prior to the employment
of MGA, the future research can divide female and male for the
entire data set. Moreover, age on the other hand can split into two
groups using a median- spit method (Hew et al., 2016b). The future
reseach can apply the Permutation approach uses bootstrap
sampling technique to generate the confidence intervals and p-
values. This doctoral research can goes even further in this study by
attempted to test second order structures that contain two layers of
constructs. Sometimes they are denoted to as hierarchical
component models (HCMs) or higher order component (HOC). In line
with the method research design, this study would be of significance
as it providesa framework for research planning as type II high order
construct was applied.

This study also suggests that should examine other potential

intervening variables in the theoretical explanation of why ARQW
and ATQW might help to enhance the intention to use online
property website among millennials. Previous research has examined
the effectiveness of ARQW and ATQW and almost studies disregard
potential intervening variables on these relationships. It is vital to
identify the other new intervening variables in mechanism affecting
the effectiveness of the intention to use for this online property
website for future research.

In addition, future research should keep up to date the

software and statistical technique for the validation of measurement

215
and testing the relationship hypothesized among constructs.
Previous research has been encouraged to use the sophisticated
statistical techniques and software in building a strong interpretation
of research. The use of advanced statistical analysis with updated
software could generate the results precisely and improve the
obsolete data and information.

There are several paths for the expansion of this study and
also future research. The results of this study could be generalized if
it were replicated and validated in other regions and context. It is
suggested that future study utilize the same model in other
developing countries such as Philipines, Thailand and Brunei. In the
methodology basis, this study utilized a survey methodology and
convenience sampling for data collection method. Future researcher
could try to conduct a longitudinal study to determine the causal
relationships between cognitive and affective process and the use
intention of consumer in Malaysia.

A future study investigating the importance of investment

value among consumers would be very interesting in the next
research. The value of particulary property to an induvidual investor
reflects the investor’s unique situation with respect to such factors as
taxes, investment objectives, financing opportunities and need for
liquidity (Corgel, Smith and Ling, 1997); Lusht, 1997). Thus, each
consumers may vary as the level of risk aversion as well. This
understanding will lead to better explanations and predictons in
property industry and as a result, greater success in the property
marketplace. In the property industry setting, it was also discovered
that competition in online commerce can make property developer
realize that it is important to better undertand the millennials and
through that understanding , design and update their websites to
better meet the consumers’ expectations (Marjerison, & Hu, 2021;
Duyne, Landay & Hong, 2002). Therefore, these findings provide the
following insights for property developer or property firms to improve

216
their website step-by-step, boost consumer satisfaction and
retention, internationalization, site branding, patterns for e-
commerce, education, optimizing home pages, layout, usability and
performance (Landay & Hong, 2003).

5.8 Conclusion

As a conclusion, this research represents an initial step in anlayzing

the online Architectural Quality of Website (ARQW) and Atmosphere
Cues of Website (ATQW) and their impact ob the consumers’
experience outcomes. Given the importance of the intention to use
online property website context among millennials’ in Malaysia and
the increasing number of internet users, this online Architectural
Quality of Website (ARQW) and Atmosphere Cues of Website
(ATQW) are likely to receive a particular interest from academics,
managers, government and practisioner. Therefore, further studies
in this area will, certain, provide more ecologically and valid
interpretation of e-commerce that will be of more usage to he
managerial decision makers when considering the context of the
intention to use online property websites. Indeed, it’s extremely
important for property industry with an online presence to consider
the target market and the content while designing a website and to
implement the online Architectural Quality of Website (ARQW) and
Atmosphere Cues of Website (ATQW) variables with a great deal of
throught because of their significant effects on the intention to use
online consumers’ behavior.

This study contributes to our understanding of factors that

impact on consumer intention to use online property website, by
highlighting the importance of using Architectural Quality of Website
(ARQW) and Atmosphere Cues of Website (ATQW) to predict the
usage of the online property website among millennials in Malaysia.

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Theoritically, this study extends the S-O-R model by including a flow
experience (mediator) and income (moderator) in this study. This
study also integrated person-centered and variable –centered
analysis by focusing on relationships among variables. The goal is to
predict outcome, study how constructs influence their indicators and
relate independent and dependent variables in the this research
study (Laursen, & Hoff, 2006). This research also has important
managerial implications for researcher, academician, strategy
planners, property agent, real estate agency and marketers.
Recommendations and suggestions for future studies also could help
to improve future research.

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