Zalman, Puteri Nurafiqah Wahida Wan Mohammad
(2022)
Malaysian Consumers’ Intention To
Adopt A Smart Speaker In Home
Appliances.
Masters thesis, Universiti Sains Malaysia.
Abstract
The adoption of smart speakers in many countries has increased significantly
over the years, however, the adoption rate in Malaysia is still quite low. This study
provides insights into the Malaysian consumers’ attitude towards intention to adopt
smart speakers and evaluates the adoption intention’s impact as the mediator in the
relationship between factors and intention to adopt. This empirical study is based on
an online questionnaire using a sample of 200 Malaysian consumers. The relationship
between the independent variables (perceived usefulness, perceived ease of use,
security and price), the mediator (attitude) and the dependent variable (intention to
adopt) were examined using regression analysis, Baron and Kenny’s (1986) tests of
mediation, and others. This study also examined if gender and age moderate attitude.
The result reveals that attitude plays an important role as it mediates the relationship
between the factors and intention to adopt. Factors such as PU, PEOU, security and
price are all important factors especially to the Malaysian consumer as this influences
their attitude to adopt smart speakers. This study has extended the literature in linking
the relationship between attitude, factors and intention to adopt. This study took place
during the COVID19 pandemic where many people worked from home or had lost
their jobs. This could cause many participants to see smart speakers as expensive and
not a necessity which could affect the results.
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