Aw Yoke Cheng

This study aims to research the elements that impact tourists' inclination to undertake rafting tourism in Indonesia. Due to the scarcity of research on tourist behaviour in rafting tourism, this study conducted an online survey to collect data from a sample of 238 participants using easy sampling. The individuals included in the research were tourists. This study examined the information collected by exploratory factor analysis, confirmatory factor analysis, and structural equation modelling. The findings validated all hypotheses. These demonstrated substantial effects of destination sustainability on destination publicity and destination image, as well as notable effects of destination publicity and destination image on visit intention. These findings enhance our comprehension of tourist behaviour in the context of rafting tourism and emphasise the significance of destination sustainability, publicity, and image in influencing tourists' intentions.

Generative AI applications like ChatGPT are transforming how university students conduct research, write, and study. However, because AI models occasionally generate unverified or inaccurate information, student adoption depends heavily on trust. This study evaluates how usefulness, ease of use, and perceived information reliability affect overall student satisfaction with ChatGPT. Surveying 385 undergraduate students at UOW Malaysia, the study applied an expanded Technology Acceptance Model (TAM). The statistical model accounted for 69.1% of the variance in user satisfaction. Results show that Perceived Usefulness is the strongest indicator of satisfaction (β=0.392), followed closely by Information Reliability (β=0.348), and Perceived Ease of Use (β=0.174). While ease of navigation is appreciated, students prioritize functional utility and data accuracy when deciding whether an AI tool is genuinely valuable for their education. The study underscores the importance for educators and software developers to focus on factual accuracy and transparency to maximize the positive impact of AI in higher education.

Despite the growing popularity of TikTok Shop, limited empirical evidence exists regarding the factors influencing purchase decisions among Malaysian consumers. This study examines the role of influencer credibility, content quality, and consumer trust in shaping purchase decisions among young adults using TikTok Shop in Klang Valley, Malaysia. Grounded in Source Credibility Theory, this study employed a quantitative research design and a structured questionnaire was distributed to TikTok users aged 18–30 years. A total of 220 valid responses were collected and analysed using IBM SPSS Statistics Version 29. Descriptive analysis, reliability analysis, Pearson correlation, and multiple regression analysis were conducted to test the proposed hypotheses. The findings revealed that credibility, content quality, and consumer trust significantly and positively influenced purchase decisions. Consumer trust emerged as the strongest predictor of purchase decisions, followed by content quality and influencer credibility. The regression model explained 49.2% of the variance in purchase decisions. The study contributes to Source Credibility Theory by validating its applicability within a social commerce environment.

This paper explores the variables that affect the use of Artificial Intelligence among students at the ABC university at Malaysia, based on major constructs of Unified Theory of Acceptance and Use of Technology (UTAUT). The study concentrates on three independent variables, which include the performance expectancy (PE), effort expectancy (EE), and social influence (SE), on Artificial Intelligence (AI) adoption behavior. Data was collected from a sample of 211 students at ABC University via an online questionnaire. The descriptive statistics, reliability test, Spearman correlation were used to analyze the data. Results indicate high levels of internal consistency of all the constructs and high positive associations between each variable and AI adoption behavior. The strongest predictor was effort expectancy, which demonstrates the significance of AI systems that are intuitive and easy to use. The social influence and performance expectancy were also found to play significant roles. Meaning that students are both social-validation- and perceived-academic-benefit-motivated.

This research investigates the relationship between Buy Now, Pay Later (BNPL) services and impulsive buying behaviour among Generation....

This research examines the factors that influence Malaysian consumers’ intention to adopt 5G mobile technology. Drawing from the Technology Acceptance Model (TAM) and the Diffusion of Innovation Theory, the study explores how complexity, compatibility, relative advantage, perceived enjoyment, and subjective norms shape attitudes and intentions toward adopting 5G technology. Although Malaysia implemented 5G in late 2021, the adoption rate has been slow, highlighting the need for practical insights into consumers’ readiness for this technology. Through a quantitative analysis of data collected from 393 usable respondents using convenience sampling, the study finds that complexity has a limited effect on user intent, while relative advantage, compatibility, and perceived enjoyment strongly influence adoption intentions. Subjective norms also play a meaningful role. The findings provide actionable insights for businesses in IT and service industries, enhancing understanding of consumer behavior toward new technologies. This research not only advances knowledge on 5G adoption in Malaysia but also lays a foundation for future studies on technology acceptance in similar contexts.

Students face challenges in understanding the minimum competency assessment (AKM) mathematical literacy questions, as they struggle to interpret and solve the problems effectively. This difficulty stems from their low comprehension of the questions and limited problem-solving skills, particularly when confronted with questions differing from the examples provided by the teacher. This study investigates students’ abilities to solve AKM mathematical literacy questions using Polya’s problem-solving steps. The research is descriptive with a qualitative approach, involving a population of all Grade VIII students at SMP 21 Bengkulu City during the 2023/2024 academic year. The sample consisted of 30 students from class VIII.3 and 30 from class VIII.6. Data collection included test and non-test (interview) methods, utilizing AKM-based test instruments and Polya step-guided problem-solving tasks. Results indicated that 44 students (73.33%) demonstrated low ability, 11 students (18.33%) showed medium ability, and only 5 students (8.33%) exhibited high ability in solving AKM literacy questions. Overall, students’ problem-solving skills were categorized as low, with notable difficulties in planning, executing, and reviewing solutions to mathematical problems.

The objective of this research is to investigate the factors that influence the decision-making of prospective buyers of life insurance among generation Y. Specifically, the study attempts to examine the intention of Generation Y to purchase life insurance as the dependent variable and the independent variables such as attitude, social influence, income, and knowledge. The theory underpinning the theory of the study is the Theory of Planned Behaviour. The research method used was an online survey questionnaire was administered using convenience sampling in collecting the data. The respondent can be anyone aged between twenty years to forty years old and stayed in Malaysia. A total of 384 samples were successfully collected, and the data obtained was analyzed using the Statistical Package for the Social Sciences (SPSS). Inference analyses based on regression analysis were used to examine the relationship that exists between the variables of interest and the dependent variables could be determined. The findings of this research indicate that there is a statistically significant relationship between the intention to buy life insurance with the four independent variables; attitude, social influence, income, and knowledge. This research implies the practitioners as this is a scarce finding, especially in the field of life insurance in Malaysia. The other contribution to the academician is discussed along with some limitations and recommendations of this study.

This study examined the impact of technology advancement, security concerns, and competition on the adoption of Cashless Payment Systems (CPS) by merchants in Hyderabad City, India using a descriptive research design. A semi-structured questionnaire was administered to business heads, and the data was analyzed using frequency tables, means, correlation, and multiple regression analysis. The study findings revealed that technology advancement, security concerns, and competition significantly influence the process of adoption of CPS. The study recommends that entrepreneurs nationwide recognize CPS, as an opportunity to show case their unique and distinctiveness to capture market share. In light of limited cash availability, digital transactions, classified by the RBI as 'prepaid payment instruments,' are becoming increasingly important, driving more merchants to embrace digital money for better transparency, scalability, accountability and sustainability.

Social media influencers have become a critical part in brand awareness and brand image perception among many businesses today in China. In this study, social media influence, brand perceived quality and brand awareness, is correlated and studied in the variation of dependence. The study sampled university students in the study with 432 samples successfully collected using online survey by convenience sampling. This “special” demographic group surrogates the same attributes and characteristics of the young consumers. The main shopping platforms chosen were JD, ALIBABA, SUNING and other major online shopping corporations in China. The study by Bilgin in 2018 was used as the grounding model. In this study, data was analysed using the social media influence and brand awareness and perceived quality towards brand image, in China. Quantitative analysis will be analyzed to assess the study. Correlation analyses was used to evaluate the hypotheses. Findings showed that social media influencer failed to influence brand awareness and perceived quality but the respective are significant influencing the brand image of shopping platforms in China.