Journal of Entrepreneurship, Business and Economics

39-71

Authors: Shaizatulaqma Kamalul Ariffin, Fifiana Ng, Ainul Mohsein Abdul Mohsin

This study aims to investigate the key factors that influence consumers’ intention to purchase fast food. In specific, this study intends to examine the relationship between attitude, subjective norms, perceived behavioural control and consumer purchase intention toward fast food. Additionally, this study also examines health concerns as a moderator between independent variables and consumer purchase intention toward fast food. The data was collected via an online and face-to-face survey amongst the young generation in Malaysia, and quantitative analysis was used to test the hypotheses. A total of 473 respondents who have experienced consuming fast food participated in this survey, and the data was statistically analysed via SPSS/PLS-SEM. The findings of this study show that attitude and subjective norms were found to positively and significantly influence consumer purchase intention toward fast food, while perceived behavioural control was found to be insignificant. The findings of this study also revealed that health concerns weakened the relationship between attitude and consumer purchase intention toward fast food, whereas health concerns strengthen the relationship between subjective norms and consumer purchase intention toward fast food. Meanwhile, health concern has no moderation effect in the relationship between perceived behavioural control and consumer purchase intention toward fast food. This is one of the few studies examining the health concern as a moderator in the study of consumer purchase intention toward fast food in an emerging market such as Malaysia. The findings help fast-food restauranters and marketers in understanding consumer behaviour and could help marketers as well as organisations to effectively adapt these factors in their marketing strategies, especially toward young consumers with a high health concern.

96-112

Authors: Aam Bastaman, Yodfiatfinda Yodfiatfinda

This study analyses Tokyo metropolitan train customers' response to a foreigner’s request for help, analyses the motives of the response relates to Japanese culture, and finally analyses the influence of metropolitan life on local consumers hospitality relating to their response for a small help from foreigners. The research uses a qualitative approach. As many as 25 people (informants) at several points of the city of Tokyo accidentally were asked for a small help to support a foreigner to guide or at least to give information on directions, such as the name of places, stations, train directions and building/offices. Data collection was conducted in the Metropolitan Tokyo area from 1 December to 5 December 2015. For data analysis purposes, expert interviews had also been conducted with 2 Japanese who stay temporarily in Jakarta and 2 Indonesian who have lived in Japan. Results of the study indicated that most people (23 out of 25) responded positively to a foreigner’s request for help. The study indicates that train customers in metropolitan Tokyo are helpful and friendly to foreigners, despite their busy and tight schedules. Hospitality value is embedded in Japanese culture.

132-173

Authors: Amir Batouei, Ai Ping Teoh

This study intends to examine factors that influence students’ satisfaction with a course and how this satisfaction with a course affects course recommendation. Furthermore, the moderating effects of the physical classroom environment were examined in the relationship between the factors and students’ satisfaction with a course. Data were collected from students in private universities in Kuala Lumpur, Malaysia and was analyzed using Partial Least Squared Method (PLS). The results showed that course evaluation, instructional support, students self-efficacy all have a significant positive effect on students’ satisfaction with a course, and students’ satisfaction with a course positively influences course recommendation. However, our results did not find a significant relationship between the student-teacher relationship and students’ satisfaction with a course. Moreover, our findings confirmed the moderating role of the physical classroom environment on the relationship between course evaluation, instructional support, students’ self-efficacy, student-teacher relationship and course satisfaction.

218-252

Authors: Christopher Nwakaji, Yen Nee Goh

In the past few decades, studies in online purchase intention have received a great deal of attention from researchers in developed countries compared to developing countries. Despite this growing interest, there is insufficient research on online purchase intention of seasonal goods from existing literature. Hence, this paper aims to examine the determinants of online purchase intention of seasonal goods in Nigeria. The paper identified perceived economic benefit, perceived transaction security as factors that may influence online purchase intention of seasonal goods. The study proposed a quantitative research design. Hence data will be collected from online shoppers in Nigeria purposively selected based on established criteria. The data collected from the field survey will be analyzed with PLS-SEM. The study being a conceptual paper, proposed the relationship between perceived economic benefit, perceived transaction security and online purchase intention of seasonal goods through the mediating role of perceived value. Future researchers should conduct an empirical study using the conceptual framework of this paper. The limitations identified in this paper will facilitate discussions on the need to deepen the understanding of the determinants of online purchase intention of seasonal goods. The study will contribute to the existing literature by identifying the factor (s) that influence the online purchase of seasonal goods.