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Mobile Travel Apps and Generation Y in Malaysia: An Empirical Evidence to Understanding the Factors Influencing the Intention to Use

Mobile Travel Apps and Generation Y in Malaysia: An Empirical Evidence to Understanding the Factors Influencing the Intention to Use

Yulita Hanum P. Iskandar, Phoebe Yueng Hee Sia
Copyright: © 2020 |Pages: 25
ISBN13: 9781799800507|ISBN10: 1799800504|ISBN13 Softcover: 9781799800514|EISBN13: 9781799800521
DOI: 10.4018/978-1-7998-0050-7.ch010
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MLA

Iskandar, Yulita Hanum P., and Phoebe Yueng Hee Sia. "Mobile Travel Apps and Generation Y in Malaysia: An Empirical Evidence to Understanding the Factors Influencing the Intention to Use." Impact of Mobile Services on Business Development and E-Commerce, edited by Francisco Liébana, et al., IGI Global, 2020, pp. 186-210. https://doi.org/10.4018/978-1-7998-0050-7.ch010

APA

Iskandar, Y. H. & Sia, P. Y. (2020). Mobile Travel Apps and Generation Y in Malaysia: An Empirical Evidence to Understanding the Factors Influencing the Intention to Use. In F. Liébana, Z. Kalinić, I. Luna, & I. Rodríguez-Ardura (Eds.), Impact of Mobile Services on Business Development and E-Commerce (pp. 186-210). IGI Global. https://doi.org/10.4018/978-1-7998-0050-7.ch010

Chicago

Iskandar, Yulita Hanum P., and Phoebe Yueng Hee Sia. "Mobile Travel Apps and Generation Y in Malaysia: An Empirical Evidence to Understanding the Factors Influencing the Intention to Use." In Impact of Mobile Services on Business Development and E-Commerce, edited by Francisco Liébana, et al., 186-210. Hershey, PA: IGI Global, 2020. https://doi.org/10.4018/978-1-7998-0050-7.ch010

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Abstract

Modern travelers prefer an easy and enjoyable experience upon travelling. According to several surveys, over 25% of respondents have installed mobile travel apps on their smartphone. Basically, the travel app is used to search and book flights or accommodation, while download and install the app is mainly to receive notification on the updated trip status and also for accessing app offline. Therefore, it's essential for tourism organization to emphasize on traveler preferences and new innovated technology could offer for competitive advantages in tourism industry. Generation Y grew up with technology and it constitutes 44% of population in Malaysia. Therefore, this research is focus on Generation Y in Malaysia, based on the UTAUT2 (Consumer Acceptance and Use of Information Technology) model to explore and predict the factors influencing the intention to use mobile travel apps. A total of 245 questionnaires were distributed to all states in Malaysia. Quantitative data were analyzed using IBM SPSS 22.0 and Smart PLS 3.0 software. The results findings show that performance expectancy has the highest significant relationship on behavioral to use mobile travel apps. It was followed by facilitating conditions and habit. Factors of effort expectancy, social influence, hedonic motivation and price value don't have much effect on individual's behavioral intention to use mobile travel apps. The theoretical, managerial and practical implications of these results are discussed.

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