MK004/1805 INTENTION TO USE OBIKE AMONG UNIVERSITY STUDENTS IN MALAYSIA CHAI YAT LING CHIN PUI NEE TAN HUI BING WOO KE NI YONG YON YANG BACHELOR OF MARKETING (HONS) UNIVERSITI TUNKU ABDUL RAHMAN FACULTY OF BUSINESS AND FINANCE DEPARTMENT OF MARKETING APRIL 2019 MK004/1805 INTENTION TO USE OBIKE AMONG UNIVERSITY STUDENTS IN MALAYSIA BY CHAI YAT LING CHIN PUI NEE TAN HUI BING WOO KE NI YONG YON YANG A final year project submitted in partial fulfillment of the requirement for the degree of BACHELOR OF MARKETING (HONS) UNIVERSITI TUNKU ABDUL RAHMAN FACULTY OF BUSINESS AND FINANCE DEPARTMENT OF MARKETING APRIL 2019 Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ Copyright @ 2019 ALL RIGHTS RESERVED. No part of this paper may be reproduced, stored in a retrieval system, or transmitted in any form or by any means, graphic, electronic, mechanical, photocopying, recording, scanning, or otherwise, without the prior consent of the authors. ii Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ DECLARATION We hereby declare that: (1) This undergraduate research project is the end result of our own work and that due acknowledgement has been given in the references to ALL sources of information be they printed, electronic, or personal. (2) No portion of this research project has been submitted in support of any application for any other degree or qualification of this or any other university, or other institutes of learning. (3) Equal contribution has been made by each group member in completing the research project. (4) The word count of this research report is 10,724 words. Name of Student: Student ID: Signature: 1. Chai Yat Ling 17ABB00275 ____________ 2. Chin Pui Nee 15ABB05583 ____________ 3. Tan Hui Bing 16ABB00688 ____________ 4. Woo Ke Ni 15ABB05584 ____________ 5. Yong Yon Yang 12ABB05474 ____________ Date: _______________________ iii Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ ACKNOWLEDGEMENT It was a genuine pleasure and privilege for us to express our upmost appreciation to our respective supervisor, Ms. Lam Siew Yong, for her keen assistance, guidance and supervision at every stage of our research project. She had provided us with sincere opinions and comments throughout the research project. It is also a great pleasure for us to thank Ms. Sim Jia Jia for her prompt inspirations and valuable advises to us to further improve our research. Despite of the busy schedule, she attended our final year project presentation and helped us to improve our research project with her comments. Furthermore, we would also like to thank to Universiti Tunku Abdul Rahman for giving us the opportunity to be one of the teams to undergo this journey of accomplishing the research project. Moreover, we would like to give our appreciation to all the participants for participating in this research actively. Their feedbacks and suggestions which are extremely valuable in completing the research project. Last but not least, it is our foremost duty to extend our special gratitude to our family and friends for their sincere emotional support and encouragement at all time that led to the completion of this project. iv Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ DEDICATION This research project is especially dedicated to Ms. Lam Siew Yong, Ms. Sim Jia Jia and Dr. Gengeswari a/p Krishnapillai for assisting us throughout the journey in completing this research project. We would also like to dedicate this research project to our families, friends and respondents, for supporting us when we need it most. v Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ TABLE OF CONTENTS Page Copyright Page ……………………………...………………………………….... ii Declaration …………………………………..………………………………….. iii Acknowledgement …………………………..…………………………………... iv Dedication ……………………………………..………….………………………v Table of Contents ………………………………..……………………………vi - ix List of Tables ………………………………….……..……………………………x List of Figures ………..………………………….……………………………......xi List of Abbreviations ………………..…………..……………………………….xii List of Appendices………………………..………….………………………… xiii Preface ………………………...……………………………………………….. xiv Abstract ……………………………...………………………………………….. xv CHAPTER 1 RESEARCH OVERVIEW ………...……………………...... 1-7 1.0 Introduction ................................................................................1 1.1 Research Background ................................................................ 1 1.2 Research Problem ...................................................................... 3 1.3 Research Objectives ................................................................... 5 1.3.1 General Objective .............................................................. 5 1.3.2 Specific Objective .............................................................. 5 vi Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ 1.4 Research Questions..................................................................... 5 1.5 Research Significance.................................................................6 1.6 Conclusion .................................................................................7 CHAPTER 2 LITERATURE REVIEW …………………………………...8-19 2.0 Introduction ................................................................................8 2.1 Underlying Theory .....................................................................8 2.2 Review of Variables ................................................................10 2.2.1 Usage Intention................................................................10 2.2.2 Social Media Influence ...................................................11 2.2.3 Financial Saving...............................................................12 2.2.4 Environmental Awareness...............................................12 2.2.5 Convenience.....................................................................13 2.3 Proposed Theoretical/ Conceptual Framework ........................14 2.4 Hypotheses Development ........................................................15 2.5 Conclusion……….....................................................................19 CHAPTER 3 METHODOLOGY .................................................................. 20 3.0 Introduction .............................................................................20 3.1 Research Design .......................................................................20 3.1.1 Quantitative Research.......................................................20 3.2 Sampling Design .................................................................... 21 vii Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ 3.2.1 Target Population ............................................................. 21 3.2.2 Sampling Frame and Sampling Location ...........................21 3.2.3 Sampling Elements ........................................................... 22 3.2.4 Sampling Techniques ........................................................ 22 3.2.5 Sampling Size ....................................................................22 3.3 Data Collection Method ...............................................................23 3.3.1 Primary Data ......................................................................23 3.3.2 Questionnaire Design...........................................................23 3.3.3 Pilot Test .............................................................................28 3.4 Proposed Data Analysis Tool........................................................30 3.4.1 Descriptive Analysis ...........................................................30 3.4.2 Assumption Testing ...........................................................30 3.4.3 Inferential Analysis .............................................................31 3.5 Conclusion……........................................................................... 32 CHAPTER 4 DATA ANALYSIS ....................................................................33 4.1 Introduction ................................................................................33 4.2 Survey Response Analysis ...........................................................33 4.3 Descriptive Analysis .....................................................................33 4.3.1 Respondents’ Demographic Profile.....................................33 4.4 Inferential Analysis ......................................................................36 viii Intention to use oBike among university students in Malaysia. _______________________________________________________________________________ 4.4.1 Pearson’s Correlation Analysis.............................................36 4.4.2 Multiple Regression Analysis...............................................37 4.5 Hypotheses Testing.......................................................................40 4.6 Conclusion…….............................................................................41 CHAPTER 5 DISCUSSION, CONCLUSION