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Continuance Intention in Using Homestay Terminology
Continuance Intention in Using Homestay Terminology
By: Azwadi Ali, Marhana M. Anuar & Norsiah Ahmad Faculty of Management and Economics, Universiti Malaysia Terengganu, MALAYSIA. Kuantan, Malaysia | 10-11 November 2012.
Introduction
Used the Theory of Planned Behavior to study the continuance intention in using the homestay terminology. Added regret as an antecedents. Unit of analysis Private lodging entrepreneurs in Terengganu. Chose Terengganu a major tourist attractions Unregulated use of the term may jeopardize the actual homestay industry. Considered as misused (Ng Yen Yen, 2010). Motivation ignorance or opportunistic? Self-report survey. Use Partial Least Squares (PLS) to test hypotheses.
Overview
Homestay = community-based stays where tourists can understand local culture and perhaps experience activities. is not classified as an accommodation facilities rather it focuses more on lifestyle and experience, which include culture and economic activities (MOTOUR, 2012). Terengganu is known with its coastal beauty and Malay heritage (Halim et al., 2012). no specific regulation to control private lodging, either related to registration of the properties or even on taxable income received from operating the rental houses. In early days, rumah tumpangan, rumah sewa and rumah rehat were commonly used.
Example of problems
searching correct information regarding communitybased homestay villages and in locating them. the public may not be able to distinguish between the two different homestays becomes a norm. Side road signs. Logos. Online maps and directory Websites / blogs/ ad portals / online forum. Examples are given next by using the Internet to search for homestays.
Websites / blogs
Research model
REG
REG Regret of using homestay term AT Attitude towards behaviour SN Subjective Norm PBC Perceived Behavioural Control INT Continuance Intention
AT
SN
INT
PBC
Research methods
Used TPB and added regret as another antecedent. Mostly existing measures did not pilot. 7-point Likert scale (1 denoting strongly disagree and 7 strongly agree) and 7-point bipolar semantic differential scale. Self-reported survey. Hired enumerators 2 months Identified location and contact persons of private lodging properties mostly in Kuala Terengganu. Arrange meetings with owners preferably. 132 usable responses. Used Partial Least Squares to test hypotheses SmartPLS.
Alpha 0.8988
0.8249
0.8569
0.8056
0.8702
AT
SN
PBC
INT
00 .5 7) -0 .56 (-5
AT
R = 0.467
2
0.34 0 (4.25 4)
0.421 (4.626) 0.395 (5.306)
INT
0 .1 4 5 (2.158)
R = 0.654
2
SN
86 0 . 0 8) 5 ( 0 .8
PBC
Results summary
Path REG AT REG INT Hypothesis H1a H1b Path Coefficient 0.087 -0.500 t-value 1.294 -5.567* Results Not supported Supported
AT INT
SN AT SN INT PBC AT PBC INT
H2
H3a H3b H4a H4b
0.340
0.421 0.145 0.395 0.086
4.254*
4.626* 2.158* 5.306* 0.858
Supported
Supported Supported Supported Not supported
Discussions
Significant findings affirm that TPB can be used in explaining intention of continue using homestay terminology despite it being commonly used in predicting uses of new technologies and applications. Perceived behavioural control can be viewed as the perceived easiness of continue using the homestay terminology which later contribute to attitude towards it being formed subjective norm was equally found to significantly affect attitude but its relationship with intention is a partial mediated. For pragmatic considerations, related authorities may use rules and regulations to penalise and deter the opportunistically use of homestay terminology by wrong hands.
Discussion
Only Relative Advantage and Readiness ( = 0.406 & 0.180) in the formation of users attitudes. Cost was not significant maybe due to decreased AIS price (or possibly due to abundance of pirated applications). Compatibility was not found significant maybe due to computerized applications these days are developed userfriendly in the first place to be compatible with organizations differing technological platforms (though many are windowsbased). although vendor support was not found to be a significant determinant of attitude, after-sale services are still important because users may still consider continuing using the AIS despite of poor support from vendors due to considerable negative consequences from not using AIS at all.
Intention to continue using the term is very strong despite warnings from related ministry, while regret was low amongst respondents To curb this problem - needs rules / regulations such as registration and income declaration Careful not to discourage individuals to make a living.
This study contributes to related literature in the use of information technology. developers of AIS should consider aspects that can encourage positive affects in users when designing and improving AIS so that loyalty in their products can be expected.
THANK YOU
Contact: azwadi@umt.edu.my Faculty of Management and Economics, Universiti Malaysia Terengganu, MALAYSIA.