AGE DIFFERENCES IN BEHAVIORAL INTENTION TO USE INTERNET MARKETING: A COMPARATIVE STUDY BETWEEN MALAYSIAN AND TAIWANESE

  • Salmi Mohd Isa
  • Khang-Yeu Wong

Abstract

This study demonstrates the adaptation of Unified Theory of Acceptance and Use of Technology (UTAUT) to examine the moderating roles of age differences that influence the intention to use internet marketing in Malaysia and Taiwan. The result obtained from Malaysia and Taiwan shows a very different situation for both countries. Based on the result, Malaysian was still at the early stage of the era of internet marketing and still very dependent on the performance expectancy, effort expectancy, social influence, facilitating condition and price value in order to use internet marketing. Whereas for the Taiwanese, the internet marketing trend is already mature. It has become a norm for Taiwanese to use internet marketing and internet marketing has become the core marketing channels. In this study, age does not moderate the relationship of the determinants towards the intention to use internet marketing for both Malaysian and Taiwanese. The research provides an in-depth understanding of Malaysia and Taiwan consumer’s intention to use internet marketing. The research findings can be used by internet service provider or policy maker to formulate strategies to position the use of internet marketing.
Keywords: Internet Marketing; Age; Intention to Use; Unified Theory of Acceptance.

Published
2017-11-30