Determinants of user intention in using tourism Malaysia facebook

Abstract

Facebook users have their motive which encourages them to choose a preferred Facebook page. A motive embedded in an individual can be stimulated to become active. A motive could turn into motivation during a certain process. The purpose of this research is to determine the user intention in using Tourism Malaysia 'Facebook' account. It also seeks to validate the adequacy of the generated items representing the construct involved in this research. The Confirmatory Factor Analysis (CFA) validation includes attitude, subjective norms, behavioural control response, Facebook user experience, response, and engagement. This research collected 237 valid responses from active Facebook users. The results of the study show that the attitude is considered invalid as a construct in this research due to the model fit issue. However, the remaining items and constructs in this study are considered valid and reliable. Therefore, it can be applied in the research and suitable for the second level (measurement model) analysis for validity and reliability.

keywords:Attitude; Behaviour control response; Engagement; Experience; Subjective norms