The effect of social media use towards consumers’ revisit intention to fast-food restaurant in Malaysia / Fairuz Abd Hakim, Irina Mohd Akhir and Suria Sulaiman

• Main Authors: Abd Hakim, Fairuz, Mohd Akhir, Irina, Sulaiman, Suria
• Format: Book Section
• Language: English
• Published: Division of Research, Industrial Linkages and Alumni, UiTM Cawangan Melaka 2023
• Subjects: Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
• Online Access: https://ir.uitm.edu.my/id/eprint/81799/1/81799.pdf; https://ir.uitm.edu.my/id/eprint/81799/; https://www.mic3st.com/
• Institution: Universiti Teknologi Mara

The study examined the effect of social media use on consumers' revisit intentions to fast-food restaurants in Malaysia. Using the Technology Acceptance Model (TAM) and Theory of Planned Behaviour (TPB), the study also explored the relationship between sociability, usability, dependence, and in...