ISSN: 2349-5162

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Published in:

Volume 2 Issue 11
November-2015
eISSN: 2349-5162

Unique Identifier

JETIR1511014

Page Number

78-84

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Title

The Influence of Environmental Factors on Innovation Adoptions of Geo-location Social Media in Malaysian Restaurant Business

ISSN

2349-5162

Cite This Article

"The Influence of Environmental Factors on Innovation Adoptions of Geo-location Social Media in Malaysian Restaurant Business", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.2, Issue 11, page no.78-84, November-2015, Available :http://www.jetir.org/papers/JETIR1511014.pdf

Abstract

The benefits of geo-location social media (GSM) has been increasingly recognized by retail businesses. However, many retail businesses including restaurant are still trying to understand how GSM can help increase sales. The main question is what are the macro-environment factors influence Malaysian restaurant businesses toward GSM adoption intention? Many researches have been done in reference to the phenomenon and its implications for Malaysian small and medium enterprise. This paper reviews the literature on GSM adoption and used a theoretical framework in order to identify the critical environmental factors to capture a complete picture of GSM adoption intention. With our proposed critical factors, we are able to investigate their relative contribution to GSM adoption intention decisions. We obtain findings that suggested that there are three factors that significantly affect the adoption of GSM by restaurant businesses: 1. Coercive pressures, 2. Normative pressures and 3. Mimetic pressures. The sample for this study consisted of advertisers of Malaysia food and dining portal who being adopted GSM. Using a survey method, data were collected from 197 respondents in Malaysia. Results showed that all three environmental factors were found to play important role in the adoption of GSM. The result contributes to a deeper understanding of the macro-environment factors that promote the use of geo-social media in the Malaysian restaurant.

Key Words

Geo-location social media; Macro-environment; Malaysian restaurant; Institutional theory

Cite This Article

"The Influence of Environmental Factors on Innovation Adoptions of Geo-location Social Media in Malaysian Restaurant Business", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.2, Issue 11, page no. pp78-84, November-2015, Available at : http://www.jetir.org/papers/JETIR1511014.pdf

Publication Details

Published Paper ID: JETIR1511014
Registration ID: 150873
Published In: Volume 2 | Issue 11 | Year November-2015
DOI (Digital Object Identifier):
Page No: 78-84
ISSN Number: 2349-5162

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Cite This Article

"The Influence of Environmental Factors on Innovation Adoptions of Geo-location Social Media in Malaysian Restaurant Business", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.2, Issue 11, page no. pp78-84, November-2015, Available at : http://www.jetir.org/papers/JETIR1511014.pdf




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