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Technology Acceptance Model (TAM) In Social Media Usage : An Empirical Study On Tourism In Melaka

Rohadi Soon, Aida (2018) Technology Acceptance Model (TAM) In Social Media Usage : An Empirical Study On Tourism In Melaka. Project Report. UTeM, Melaka. (Submitted)

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Technology Acceptance Model (TAM) In Social Media Usage An Empirical Study On Tourism In Melaka - Aida Rohadi Soon - 24 Pages.pdf - Submitted Version

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Abstract

Technology Acceptance Model (TAM) is basically an information systems theory to determine the users’ acceptance and how they can adapt to use a technology.TAM replaces Theory of Reasoned Action by Ajzen and Fishbein which become one of the most momentous extension in history. Easier to say, both have a very strong behavioural elements, let say if someone formed a designation to act, they are free to act without any conditions. In this project, we chose tourist as our target users because they are perfect in giving many advantages in terms of economy, ecology, and socially. This case study had been made in Melaka which generally have a bunch of tourist and also one of the highest number of tourists in Malaysia annually. The participants were 385 tourists that come to travel in Melaka through questionnaire distribution data in Melaka city and analyzed using Statistical Package for the Social Science (SPSS 23.0). This research proposed TAM model factors to be perceived usefulness, perceived ease of use, and attitude as to evaluate it effect on behavioural intention’s tourists using social media travel in Melaka. Finding from the research shows the result of two hypotheses and one rejected. It is significant to the two independent variable which is perceived usefulness and perceived ease of use. While one independent variable that rejected is attitude.

Item Type: Monograph (Project Report)
Uncontrolled Keywords: Consumer behavior, Consumers -- Attitudes, Consumers' preferences
Subjects: H Social Sciences > H Social Sciences (General)
H Social Sciences > HF Commerce
Divisions: Library > Projek Sarjana Muda > FPTT
Depositing User: Nor Aini Md. Jali
Date Deposited: 12 Nov 2019 04:43
Last Modified: 12 Nov 2019 04:43
URI: http://eprints.utem.edu.my/id/eprint/23698

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