Dayak Food Consumption Intention : A Comparative Study Between Peninsular Malaysia, Sabah, Indonesia, And Singapore

• Main Author: Cheong, Mun Yew
• Format: Final Year Project Report
• Language: English
• Published: Universiti Malaysia Sarawak, (UNIMAS) 2017
• Subjects: H Social Sciences (General)
• Online Access: http://ir.unimas.my/id/eprint/37812/2/Cheong%20Mun%20Yew%20%28fulltext%29.pdf; http://ir.unimas.my/id/eprint/37812/

This research aim to investigate motivational factors specifically attitude on Dayak food consumption, subjective norm on Dayak food consumption, and perceived behavioural control on Dayak food consumption towards Dayak food consumption intention between 4 regions (Peninsular Malaysia, Sabah, Indonesia, and Singapore). All relationships are then further examined across regions in the model. There are an obviously theoretical gap in the literature on ethnic food especially with comparing regions. As a result, the effects motivational factors towards intention on ethnic food remains largely unanswered. Consequently, extremely little is known about effect of motivational factors (attitude, subjective norm, and perceived behavioural control) towards intention for ethnic food in comparing regions. A quantitative approach via survey-based questionnaire was administered throughout the Peninsular Malaysia, Sabah, Singapore and Indonesia. 465 usable copies with more than 90 percent response rate were collected for data analysis. Structural Equation Modelling (SEM) using Partial Least Squares (PLS) was utilized to perform latent variable analysis and multi-group analysis (MGA). The objective is to examine the relationships between motivational factors and intention in a single lV model. The Theory of Planned Behaviour (TPB) has adopted to construct the research framework for this study. Additionally, region was integrated in the model so as to assess its moderating effect on every relationship. The quantitative findings validated three motivational factors which included attitude, subjective norm and perceived behavioural control. All motivational factors are found to have significantly influence towards Dayak food consumption intention. Nevertheless, the effect of motivational factors towards Dayak food consumption intention are found significantly different by regions. Thus, this study not only extends the theory ofTPB, it also provides a whole new dimension for marketing and tourism industry main players to gain insights into marketing strategies in future. Limitations and avenue of future studies are outlined at the end of the research.