The effect of flow experience of Malaysian millennials' intentions to use the online property websites

• Main Author: Chang Mui Ling
• Format: Thesis
• Language: English; English
• Published: 2023
• Subjects: HD28-9999 Industries. Land use. Labor
• Online Access: https://eprints.ums.edu.my/id/eprint/35760/1/24%20PAGES.pdf; https://eprints.ums.edu.my/id/eprint/35760/2/FULLTEXT.pdf; https://eprints.ums.edu.my/id/eprint/35760/

The property industry has always played an important part in the growth of the national economy. Moreover, the ability to perform online property transactions has opened endless new possibilities for the industry and necessitated the need for best practices. However, little is known about the underlying factors that influence millennials in their intentions to use these websites. Specifically, the purpose of the study is to examine what determine millennials to access these online services and the factors that motivate their consistent use of them. Thus, this study examined the intentions of Malaysian millennials regarding online property websites by utilising the Stimulus Organism Response (S-0-R) model as a guiding principle. The proposed research framework encompassed seven aspects of the architectural quality of the website (ARQ) namely ubiquity (UB), ease of use (EU), information exchange (IN) atmospheric cues of websites (ATQ) such as informativeness (In), effectiveness (EF), and entertainment (En); while flow experience (FE) was used as a mediator to establish the research hypotheses. For this study, responses were collected from 354 respondents. Data were analysed using the Partial Least Squares (PLS). The findings indicate that effectiveness (EF) Entertainment (En), ARQ and ATQ have positive relationships with respondents' intention to use property online websites. The results of this empirical data will enable property marketers/developers, and government agencies to understand the determinants that influence Malaysian millennials to use online websites to sustain the success of the property industry in Malaysia. It may also have implications for theorists, policymakers, and managerial staff. Consequently, this study provides important findings on the factors that have a strong impact on consumers' intentions regarding online property websites. Suggestions for further research are also provided.