Title: Predictors determining the intention to use hotel branded mobile app among Malaysia's millennials: the mediating effect of perceived personalisation
Authors: Vivien Mei-Yin Lim; Rajat Subhra Chatterjee; Pik-Yin Foo
Addresses: UCSI University Kuala Lumpur Campus, No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras 56000 Kuala Lumpur, Malaysia ' UCSI University Kuala Lumpur Campus, No. 1, Jalan Menara Gading, UCSI Heights (Taman Connaught), Cheras 56000 Kuala Lumpur, Malaysia ' Faculty of Business and Finance, Universiti Tunku Abdul Rahman (Kampar Campus), Jalan Universiti, Bandar Barat, 31900 Kampar, Perak, Malaysia
Abstract: The advent of mobile applications in the hotel industry is gaining huge popularity across Malaysia, especially among the millennial population. The advantages of using hotel mobile apps include easy and convenient access to information and services. However, the relative intention of adopting such applications among the millennial population remained under-explored. Furthermore, perceived personalisation in the context of technological adoption has been found to play a significant role. This study addresses this gap in the academic literature by adopting the mobile technology acceptance model (MTAM) as the theoretical base. The findings indicate that attitude towards adopting mobile applications coupled with perceived security plays a significant role on the intention to adopt. The study further identified a strong mediating effect of personalisation across most of the constructs. Empirical findings from this study contribute by providing useful and practical insights to the academics, mobile technologies developers and the general public.
Keywords: mobile usefulness; mobile ease of use; MEOU; attitude; mobile application; perceived personalisation; perceived security; Malaysia; mobile technology acceptance model; MTAM.
International Journal of Services, Economics and Management, 2021 Vol.12 No.3, pp.254 - 271
Received: 31 May 2020
Accepted: 18 Dec 2020
Published online: 26 Oct 2021 *