Article Per Year (5 Year)
p-Index From 2021 - 2026
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All Journal International Journal of Accounting & Finance in Asia Pasific
Daisy Mui Hung Kee
Universiti Sains Malaysia, Pulau Pinang, Malaysia
Decision Sciences, Operations Research & Management Economics, Econometrics & Finance

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Cryptocurrency Security Risk: Awareness Among General Public in Malaysia Azura Abdullah Effendi; Boon Keong Teow; Kai Guan Teh; Yin Ann Tan; Hsue Li Tay; Yuxin Tang; Simran Chaudhary; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 3 (2024): October 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i3.3619

Abstract

In the age of digital payments, cryptocurrencies have gained significant attention as an alternative investment option. However, security risks such as phishing, hacking, and fraudulent exchanges present challenges for investors. This study aims to assess the level of awareness among the general public in Malaysia regarding cryptocurrency security risks. A quantitative research method was employed, using a survey questionnaire distributed to 150 Malaysian citizens via social media platforms. The questionnaire explored respondents' knowledge of cryptocurrencies, awareness of security risks, and protective measures such as security programs, two-factor authentication (2FA), and education. The results of the regression analysis show that the installation of security programs, 2FA, and public education are all significant predictors of increased awareness of cryptocurrency security risks, with a combined R² value of 0.523. This suggests that 52.3% of the variance in awareness is explained by these factors. The study concludes that strengthening security measures and providing education can significantly improve public understanding of cryptocurrency risks, leading to safer investment practices. The implications of these findings highlight the need for targeted education and security initiatives to enhance public confidence in cryptocurrency, making digital currency investments more secure.
Analyzing the Fast-Food Marketing Strategies Impacting Consumer Buying Behavior Gan Kia Hui; Wei Chien Ng; Xin Yao Chia; Sihao Chen; Cheah Yee Cheng; Xue Lin Chieng; Amish Kumar Agarwal; Adelia Nur’Aeni; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 3 (2024): October 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i3.3615

Abstract

Kentucky Fried Chicken (KFC) has long been a dominant player in the global fast-food industry, known for its distinct fried chicken offerings. This study explores the effect of KFC’s marketing strategies on consumer buying behavior, using the marketing mix framework (4P: Product, Price, Place, Promotion). Primary data were gathered from a survey of 150 consumers in Malaysia via Google Forms, while secondary data included company reports and industry publications. Regression analysis was employed to determine the relationship between the independent variables (product, price, promotion, and place) and consumer buying behavior. Results indicated that product, price, and promotion significantly impact consumer decisions, with the product being the most influential factor (beta = 0.525). Price and promotion also had positive, albeit smaller, effects, while place was statistically insignificant. The R² value of 0.755 suggests that 75.5% of consumer behavior variation can be explained by these factors. These findings underscore the importance of product differentiation and effective promotional strategies in shaping consumer preferences, while the role of physical locations may be diminishing in the fast-food sector due to the rise of delivery services.
The Role of Sustainability Perception in Consumer Behavior: A Study of Packaging, Ingredients, and Brand Awareness in the Soft Drinks Industry Oh Zi Jian; Meenu Baliyan; Paul Dung Gadi; Serena Taherin A/P Siva-Muniandy; Salma Binti Azman; Salsabila Binti Mohamad Yusoff; Siti Nurhafiza Binti Mohamad Nadzri; Mani Bansal; Kuldeep Kumar; Kundan Pratap Srivastav; Daisy Mui Hung Kee
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 7, No 2 (2024): June 2024
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i2.3251

Abstract

This research seeks to understand how ingredients, packaging, brand awareness, and sustainability perception interact and influence consumer behavior in the soft drinks industry, specifically Coca-Cola. The online survey to 100 respondents was conducted via Google Form and the collective data was analyzed by the SPSS software. While the research examined the impact of ingredients and packaging on consumer decisions (H1 and H2), no direct effect was found. However, the research revealed a strong positive correlation between sustainability perception and consumer behavior (H3, R² = 0.391, beta = 0.423). Interestingly, a positive relationship emerged between packaging and ingredient impact on one hand, and sustainability perception on the other (H4, beta = 0.778). Additionally, sustainability perception was found to positively influence brand awareness (H5, beta = 0.548). These findings suggest that consumers prioritize sustainability when making purchasing decisions in the soft drinks industry, and that a brand's commitment to sustainable practices can indirectly influence consumer behavior through positive sustainability perception.
Co-Authors Adelia Nur’Aeni Amish Kumar Agarwal Azura Abdullah Effendi Boon Keong Teow Cheah Yee Cheng Gan Kia Hui Hsue Li Tay Kai Guan Teh Kuldeep Kumar Kundan Pratap Srivastav Mani Bansal Meenu Baliyan Oh Zi Jian Paul Dung Gadi Salma Binti Azman Salsabila Binti Mohamad Yusoff Serena Taherin A/P Siva-Muniandy Sihao Chen Simran Chaudhary Siti Nurhafiza Binti Mohamad Nadzri Wei Chien Ng Xin Yao Chia Xue Lin Chieng Yin Ann Tan Yuxin Tang