The effect of Malaysian customer characteristics on intention to adopt edutainment services in digital home

Author

Fikry, Amily ; Yusob, Rizal ; Hussein, Zuhal

Author_Institution

Fac. of Bus. Manage., Univ. Teknol. MARA, Shah Alam, Malaysia

fYear

2013

fDate

22-24 June 2013

Firstpage

1

Lastpage

3

Abstract

This study aims to diagnose the significant differences between the Malaysian demographic characteristics and intention to adopt edutainment services in digital home. Questionnaires have been distributed to 339 respondents who reside in Malacca, Kuala Lumpur and Selangor. The results of the study revealed that there is a significant difference between gender and intention to adopt edutainment services in digital home. It is further suggested that gender should be given some consideration in future research efforts. The research and practical implications of these results are discussed and opportunities for future research are provided.

Keywords

computer aided instruction; consumer behaviour; demography; entertainment; gender issues; home computing; social aspects of automation; Kuala Lumpur; Malacca; Malaysian customer characteristics; Malaysian demographic characteristics; Selangor; digital home; edutainment services adoption intention; gender; Aging; Business; Computers; Education; Entertainment industry; Games; Materials; Malaysia; edutainment; gender;

fLanguage

English

Publisher

ieee

Conference_Titel

Computer and Information Technology (WCCIT), 2013 World Congress on

Conference_Location

Sousse

Print_ISBN

978-1-4799-0460-0

Type

conf

DOI

10.1109/WCCIT.2013.6618783

Filename

6618783