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All Journal International Journal of Applied Business and International Management International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific Asia Pacific Journal of Management and Education
Daisy Mui Hung Kee
Universiti Sains Malaysia, Penang, Malaysia
Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Education Languange, Linguistic, Communication & Media Social Sciences Other

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From Cash to Clicks: Examining the Effects of E-Wallet Usage on Financial Literacy, Spending Behavior, Financial Stress, and Well-Being Among Malaysian Undergraduates Daisy Mui Hung Kee; Amsyar Nurhakim Bin Abdul Rashid; Alvin Tieu Kiu Fu; Ang Jun Zhe; Arissa Sorfena Binti Allias
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 3 (2025): November 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i3.4254

Abstract

This study investigates how e-wallet usage affects financial literacy, spending behavior, financial stress, and financial well-being among Malaysian undergraduates. Using a quantitative, cross-sectional survey design, data were collected from 200 students across public and private universities using an online questionnaire distributed via Google Forms. The results analyzed through SPSS 26 involved descriptive statistics, Pearson correlation, and multiple regression. The findings revealed significant positive correlations among all variables (p .01). Regression results showed that financial literacy (? = 0.751, p .001) and spending behavior (? = 0.074, p .05) significantly influenced financial well-being, explaining 62.8% of the variance (R² = 0.628). Conversely, e-wallet usage (? = -0.022) and financial stress (? = 0.105) were insignificant predictors. The study concludes that while digital payment systems enhance financial access, their impact on financial stability depends heavily on financial literacy and responsible spending. These findings imply that universities should integrate financial literacy education into digital finance programs to ensure balanced e-wallet usage and improved student financial well-being.
Click, Read, Buy: The Power of Online Reviews in Shaping Electronic Gadget Purchases on Shopee Kia Hui Gan; Xiao Toing Hoo; Shin Heng; MengTing Hong; Xuan Wei Hoo; Srivastava Shivi; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4495

Abstract

In the contemporary e-commerce environment, online reviews represent a vital form of electronic word-of-mouth (eWOM) that influences consumers’ purchasing behavior, particularly in competitive marketplaces such as Shopee. Grounded in the Theory of Reasoned Action (TRA) and social proof theory, this study examines how review valence, review volume, and review quality influence consumers’ purchase intentions. Using a quantitative approach, survey data were collected from 205 Shopee users through Google Forms. The findings reveal that review quality the greatest influence on purchase intention, while review valence also contributes positively, albeit to a lesser extent. However, review volume does not significantly influence purchase intention. These findings highlight that detailed, credible, and high-quality reviews play a more critical role than the number of reviews in shaping consumer behavior. This study offers practical insights for sellers and marketers seeking to optimize review strategies and strengthen consumer trust on e-commerce platforms.
Consumer Behaviour towards QR Code Payments in Malaysia: The Case of Touch ’n Go e-Wallet Kishan Singh Rathore; Yee Huei Lok; Ranjith PV; Gungun Chauhan; Chia Xin Yi; Chin Shao Xuan; Chiam Qian Hei; Chin Qian Hui; Anshika Agarwal; Abhijeet Krishnat Shinge; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4471

Abstract

In recent years, Malaysia has rapidly transitioned from cashless to contactless transactions, emerging as the second-highest user of QR code payments globally. This study is about figuring out what makes people want to use QR code payments in Malaysia. We are looking at people who use Touch ’n Go E-Wallet. Even though we have lots of payment options many people are still not sure, about using QR code payments. We want to understand why this is happening. Hence, we are using Technology Acceptance Model to look at five things which are how easy QR code payments are to use, how useful they are, if they are safe and trustworthy if they are good value and if they work well with other things. Data was collected from 200 respondents conducted through online survey. The results of the regression analysis show that consumer intention is strongly influenced by perceived value, convenience of use, and usefulness, while trust and security are critical for continued usage. These results provide valuable insights for fintech developers and policy makers.
Money Matters: The Power of Financial Literacy on University Student Spending Decisions Daisy Mui Hung Kee; See Thor Hong Xuan; Seow Hui Yi; Shahredzuan Bin Itnes; Shakty Sanjeetha Varma A/p Saseetharan; Dehao Shu
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 1 (2025): March 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i1.3857

Abstract

As university students navigate the transition to financial independence, they face a new set of challenges in managing limited resources. Financial literacy becomes essential to making informed decisions about budgeting, saving, and spending. This study explores the impact of financial literacy on university students’ spending decisions, examining how key factors such as financial education, social media exposure, and peer influence shape their financial behaviors. With increasing access to financial products and services, young adults are confronted with complex financial choices that require a solid understanding of financial principles. However, without sufficient financial literacy, students are at risk of poor financial decision-making, debt accumulation, and financial insecurity. Using a survey of 150 university students, the findings highlight the significant role of financial literacy and financial behavior as a mediator, with financial education, social media exposure, and peer influence directly impacting financial literacy and behavior. Notably, financial behavior and financial literacy significantly predict financial decision-making, emphasizing the need for targeted interventions. The findings reveal the importance of equipping students with practical financial education programs and tools that enhance literacy and enhance informed decision-making.
From Bean to Brand: Decoding the Mechanisms of Trust and Engagement in Generation Z's Purchase Decisions Kun Peng Xia; Yong Yu Lee; Kong Miu Ling Kimberley; Mei Yee Kong; Su Hua Khor; Jia Xian Kong; Kirrthana A/P Ramachandran; Shravan Kumar; Anees Janee Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 1 (2025): February 2025
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Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i1.3836

Abstract

Focusing on Generation Z consumers in Malaysia, this study investigates the role of brand awareness in shaping customer loyalty and purchase intention for Starbucks. The research method involved a multi-stage sampling procedure targeting Generation Z consumers in Malaysia (born 1997–2012) with recent Starbucks purchase experiences, using a pretested online survey to collect 101 valid responses from urban centers like Kuala Lumpur, Penang, and Johor Bahru. The results reveal that brand awareness enhances customer loyalty and fosters brand trust development. The brand trust serves as a powerful catalyst for brand engagement and customer loyalty, while brand engagement emerges as a crucial driver of both loyalty formation and purchase intentions. Customer loyalty exhibits a positive influence on purchase intention. These findings advance brand relationship theory by demonstrating the sophisticated pathways through which brand awareness influences behavioral outcomes among Generation Z consumers, highlighting the crucial mediating roles of trust and engagement. This research contributes to brand management literature by offering a nuanced understanding of how brand relationships develop among digital-native consumers while providing practical guidance for companies seeking to strengthen customer relationships in increasingly competitive markets.
Sustainability Marketing and Consumer Perception: A Case Study on Uniqlo Malaysia’s Green Transformation Odebunmi Abayomi Tunde; Shweta Saxena; Nur Aleeya Binti Mohd Azhar; Nur Aishah Amaludin; Nur Aisyah Binti Manan; Nur Alia Asrina Binti Mohd Jefri; Aarti Chaudhary; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4496

Abstract

This study examines the influence of sustainability marketing on consumer perception across Asia, focusing on UNIQLO Malaysia’s green transformation as a case study. The research aims to explore how Malaysian consumers respond to sustainable business practices such as ethical sourcing, recycling, and eco-friendly product design. This quantitative research uses an online survey distributed via Google Forms targeting    consumers from Malaysia who are familiar with the UNIQLO brand. A non-probability sampling method, specifically  the convenience sampling technique, will be applied to gather responses from 152 UNIQLO customers (N = 152) based on their  availability and willingness to participate. The collected data will be analyzed using descriptive statistics and regression analysis in SPSS  to determine the relationship between sustainability marketing and consumer attitudes, trust, and loyalty. The findings are expected to show the sustainable marketing strategies positively influence consumerperceptionandstrengthen brandimageintheretailindustry.The study           concludes that integrating sustainablepracticesintomarketing strategies enhance brand image, strengthencustomerrelationships,and promote environmental responsibility.
The Swipe to Spend Era: An Analysis of Technology Acceptance Factors Influencing TnG E-Wallet Usage in Daily Consumer Spending Lyn Liq Ooi; Odebunmi Abayomi Tunde; Wai Ee Leong; Han Wen Leong; Ai Hua Lew; Jia Xin Leng; Tanishq Tanishq; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4501

Abstract

Touch ‘n Go (TnG) is an e-wallet service widely used in Malaysia, especially after the COVID-19 pandemic. E-wallets have become increasingly popular worldwide as a convenient digital payment method. This study examines the key factors influencing TnG e-wallet usage in their daily spending, as well as the relationship between continuous usage intention and continuous usage behaviour. The specific objectives are to assess the impact of facilitating conditions, perceived ease of use, perceived risk, perceived trust, and social influence; evaluate how these factors affect users’ continued usage intention; and analyze the relationship between continuous usage intention and continuous usage behaviour in the context of the TnG e-wallet service. Data were collected from 150 university students in Malaysia using a purposive sampling method. A quantitative research approach was employed through an online survey distributed to TnG e-wallet users. The findings indicate that perceived ease of use and social influence have a positively significant influence on users’ continued usage intention. For continuous usage behaviour is significantly affected by continued usage intention, facilitating conditions and social influence. The findings are anticipated to provide valuable insights for e-wallet providers to enhance user acceptance, thereby promote sustained usage behaviour
Riding the Wave of Satisfaction: Exploring Service Quality and Customer Satisfaction in Ride-Hailing Services Lay Hong Tan; Gai Sin Liem; Steven Sing; Vivian Sim; Wei Siang Sim; Siti Nur Allisya Nurulzaman Binti Abdull; Siti Nursyakiroh Binti Mohamed Ridzuan; Anees Janee Ali; Daisy Mui Hung Kee
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 2 (2025): June 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i2.4010

Abstract

In Malaysia, ride-hailing services like Grab Car increasingly supplement public transport. This study examines how five service quality dimensions—tangibility, empathy, responsiveness, reliability, and assurance—affect customer satisfaction. Using a quantitative method, data were collected via an online survey of 100 respondents and analyzed through regression analysis. The results show that perceived service reliability (? = 0.345, p 0.001) and assurance (? = 0.439, p 0.001) significantly and directly influence customer satisfaction, explaining 50.3% of the variance (R² = 0.503). Empathy (? = 0.517) and responsiveness (? = 0.355) influence satisfaction indirectly through reliability, while tangibility (? = 0.415) and responsiveness (? = 0.365) do so through assurance. However, tangibility does not significantly affect reliability, and empathy does not influence assurance. These findings suggest that improving reliability and assurance, supported by other service dimensions, can enhance customer satisfaction. This research offers practical insights for public transport and ride-hailing services to strengthen service quality and increase customer loyalty.
Factors Influencing Consumer Satisfaction: An Analysis of Consumer Electronics Odebunmi Abayomi Tunde; Oh Zi Jian; Tianyu Wen; Wong See Khee; Qiong Wu; Yuchun Wu; Yucong Xi; A. J. Ali; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 8, No 1 (2025): March 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v8i1.3858

Abstract

Consumer satisfaction is a crucial determinant of brand success, particularly in the competitive consumer electronics industry. This study examines the key factors influencing consumer satisfaction with Huawei gadgets, focusing on brand loyalty, technological innovation, product quality, and service quality. Using a quantitative approach, data were collected through an online survey distributed via Google Forms to 150 respondents who had purchased and used Huawei devices. Convenience sampling was employed to reach a diverse group of consumers. A five-point Likert scale was used to measure satisfaction levels. The regression analysis revealed that brand loyalty (? = 0.428, p 0.05) and product quality (? = 0.218, p 0.05) have a positive and significant impact on consumer satisfaction, supporting H1 and H3. However, technological innovation (? = 0.90, p 0.05) and service quality (? = negative, p 0.05) did not exhibit significant relationships with consumer satisfaction, leading to the rejection of H2 and H4. The adjusted R² value of 0.285 suggests a moderate model fit. These findings emphasize the importance of strengthening brand loyalty and maintaining high product quality to enhance consumer satisfaction. Future research should explore additional factors such as pricing and marketing strategies to provide a more comprehensive understanding.
Factors Influencing the Effectiveness of Online Learning Among University Students at Universiti Sains Malaysia Kok Ban Teoh; Lian Xiang Wong; Pei Fang Wong; Shuang Er Wong; Ji Yan Wong; Priya Raj; Daisy Mui Hung Kee
Asia Pacific Journal of Management and Education (APJME) Vol 9, No 1 (2026): March 2026
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/apjme.v9i1.4500

Abstract

Online learning continues to remain an important mode of delivery in higher education, including at Universiti Sains Malaysia (USM) even after the return to physical classroom settings. However, the effectiveness of online learning is still debated, as different studies have reported mix outcomes. Therefore, this study aims to identify the factors influencing the effectiveness of online learning among students at USM. A quantitative research design was adopted, and an online questionnaire was distributed to 150 USM students who have participated in online learning. The data will be analyzed using SPSS to examine the relationships between the factors studied. The findings indicate that teaching presence, and technology usability contribute significantly to the effectiveness of online learning, while student engagement influence it indirectly. Overall, this study provides valuable insights that can help USM and Malaysian higher education improve online learning strategies, enhance digital teaching practices, and strengthen the delivery quality of online education within Malaysian higher education.
Co-Authors A. J. Ali A.J. Ali Aarti Chaudhary Abayomi Tunde Odebunmi Abhijeet Krishnat Shinge Abishek Singh Aditi Dixit Aditya Aditya Aditya Kumar Sahu Aellysya Qistina Rizal Djunaidy Ai Hua Lew Aisha Bader Alotaibi Alvin Tieu Kiu Fu Alyssa Ling Ling Ong Amedee A/P Suthib Amirul Aniq Ilham bin Rosmira Amrithaa Poovendren Amsyar Nurhakim Bin Abdul Rashid Ana Solehah Binti Mohd Yusof Anees Jane Ali Anees Janee Ali Ang Jun Zhe Anshika Agarwal Arissa Sorfena Binti Allias Arun Singh Tomar Azura Abdullah Effendi Azura Abdullah Effendi Azura Abdullah Effendi Baiduri Binti Khalid Bhardhwaj Chanchal Bhavnidhi Kansal Boon Keong Teow Boon Kiat Tan Bradley Batok Jim Brahmmanand Sharma Changxiang Zou Che Ying Lee Chea Zen Tang Chengcong Qian Chia Xin Yi Chia Yi Chan Chiam Qian Hei Chin Kah Hui Chin Qian Hui Chin Shao Xuan Choon Yan Lim Ch’ng Kelvin Co Ying Phan Daman Singh Muckar Danish Muqri bin Risby Dee Ning Tan Deepika V Dehao Shu Dwi Nita Aryani En Chong Farah Afiqah Binti Rozman Farah Aqilah Ibrahim Farrah Najuwa Binti Sazali Fatin Alya Syuhadah Binti Fazli Fikri Amir bin Mohd Razman Gadi Dung Paul Gai Sin Liem Garima Mathur Garima Mathur Geegie Teh Gong Chongya Gordon Ho Gungun Chauhan Guo Hao Eu Hai Hong Yang Hamaad Nisar Rathi Han Wen Leong Hani Sara Hanouf Ali Almutairi Hao Du Haokai Zou Haoran Cao Hariharan Balakrishnan Harshita Gupta Haslindar Binti Ibrahim Haslindar Ibrahim Huey Min Beh Huey Shan Lee Hui Qi Tan Hui Shan Mok Jamin Kun Peng Xia Jeremy Jin Wei Wong Ji Yan Wong Jia Hee Lee Jia Xian Kong Jia Xin Leng Jia Xin Liu Jia Xuan Tan Jia Yue Yin Jiahui Li Jian Hua Poh Jin Cong Yap Jing Foo Yee Jocelyne Jia Lin Lee Joel Chen Tai Soon Jun Liang Liu Kah Kei Loke Kai Xuan Sok Kai Yee Chin Kar Xi Loh Keerthi A/P Kumaraguru Kia Hui Gan Kim Kim Hak Kirrthana A/P Ramachandran Kishan Singh Rathore Koh Jhee Qing Kok Ban Teoh Kong Miu Ling Kimberley Kun Peng Xia Lakshmi L Lay Hong Tan Lay Hong Tan Li Qingyu Li Xin Zhang Lian Xiang Wong Liangyu Chen Liem Gai Sin Liem Gai Sin Liu Fanxi Liu Qifeng Liu Xinyu Livia Loh Xin Yuu Lok Yee Huei Looi Kai Yi Louis Yong Yu Lee Lyn Liq Ooi Lyn Liq Ooi Majdi Anwar Quttainah Majdi Anwar Quttainah Majdi Anwar Quttainah Man Hong Tan Manogna C V L Md Zain, M. S Meenu Baliyan Mei Shan Poh Mei Yee Kong MengTing Hong Minakshi Tripathi Mitali Khandelwal Mohammad Farhan Basim Mohd Nasim Bin Naseer Ahmad Mohd Zulhairi Bin Saadin Muhammad Adam Danial Bin Yusrin Muhammad Akram Bin Abdul Rahman Muhammad Arif Bin Azahari Muhammad Azib Zamri Muhammad Danial Haikal Mohd Yunus Muhammad Danish Asmawi Sabri Muhammad Faiz Ameen Bin Bhurhanuddeen Muhammad Farhan Mohd Nazarudin Muhammad Fauzie, M. F. S. Muhammad Hasif Bin Azizan Muhammad Hussain Siraj Ud Din Ng Wei Chien Ngee Cheng Lee Nur Aishah Amaludin Nur Aisyah Binti Manan Nur Aleeya Binti Mohd Azhar Nur Alia Asrina Binti Mohd Jefri Nur Alia Natasya Binti Zulkifli Nur Alia Syafiqah Binti Salim Nur Aliah Safia Binti Zakie Nur Alya Amani Binti Mohamad Zawawi Nur Alya Maisarah Mazzuan Nur Amalina Hadirah Yusra Nur Aqilah Abdul Halim Nur Ardina Amir Hamzah Nur Ariana Shaffrina Mohd Shahrir Nur Awatif Yusra Nur Batrisyia Mohd Yussri Nur Dhia Batrisyia Rohisam Obaja Elka Kurniawan Odebunmi Abayomi Tunde Odebunmi Abayomi Tunde Oh Zi Jian Oh Zi Jian Oh Zi Jian Oh Zi Jian Padmalini Singh Padmalini Singh Paul Dung Gadi Paul Dung Gadi Pawni Sharma Pei Fang Wong Pei Hung Aw Yeong Pei Wen Wong Povinkumar A/L Thevarayan Priya Raj Priyanshi Ramani Puteri Balqis Binti Hamizan Qiong Wu Quan Cheng Yao Quanxi Chen Ranjith P V Ranjith PV Reet Saxena Rong Si Dan Rosmelisa Yusof Rudresh Pandey Rudresh Pandey Rudresh Pandey Sahel Fawwaz Muhammad Syareef Sania Tomar Sanjeev Singh A/L Avtar Singh Sanjeta A/P Jeeva Sarah Balqis Binti Sabarudin Sashmitha Nair Suthesh Saurya Pratap Singh Sengar See Thor Hong Xuan Selva Ganesh A/L Muthupalaniappan Seng Xu Jong Seow Hui Yi Shahira Binti Akhter Ali Shahredzuan Bin Itnes Shakty Sanjeetha Varma A/p Saseetharan Sheue Hui Lim Shi Ying Lee Shin Heng Shiyu Cao Shravan Kumar Shuang Er Wong Shweta Saxena Si rou Tan Si Xian Tan Siti Nur Allisya Nurulzaman Binti Abdull Siti Nur Dini Mohamad Shahrim Siti Nur Inasya Muhe Siti Nur ’Aqilah Nazari Siti Nurhidayah Rosle Siti Nursriaini binti Abdullah Siti Nursyakiroh Binti Mohamed Ridzuan Siti Nurul Alia Binti Salehuddin Siti Nurul Izzati Binti Amirrullah Siti Wardah binti Noor Azman Siti Zakiyah binti Rofie Soak Suan P’ng Song Rui Xuan Srivastava Shivi Stephani Stephani Stephanie Jing E Yong Steven Sing Su Hua Khor Su Jinghan Subashini A/P Lourdusamy Sue Ting Khor Suraj Shukla Swati Kulkarni Tan Doann Tanishq Tanishq Tanya Rai Tat Cong Yap Tek Yew Lew Tek Yew Lew Teow Boon Keong Tian Ye Tiantian Cai Tianyu Wen Tong Zhang Tzyy Xian Lok Vaishnavi V Varun Kumaran B Vivian Sim Wai Ee Leong Wai Shen Poon Wan Ling Tan Wee Na Yap Wei Chen Li Wei Chi Tan Wei Chien Ng Wei Len Tan Wei Min Thoe Wei Ning Ooi Wei Siang Sim Wei Xin Lee Lee Wei Yin Lee Wen Cong How Wen Jing Cheang Wen Yong Ho Wibowo Arif Wong See Khee Xiang Yang Wun Xiao Toing Hoo Xin Rou Chia Xin Ting Lee Xin Tong Li Xin Yuan Xiong Xing Er Cham Xinkai Feng Xixian Li Xuan Wei Hoo Xuan Yee Lee Xue Wen Shao Yan Lin Lee Yangpeng Cai Yap Si Ning Yashika Bhardwaj Yashwini A/P Parthiben Yasmin Husna Binti Amizi Ye Zuo Tai Yeap Yong Ying Yeap Zheng Hong Yee Huei Lok Yee Jing Foo Yee Ling Tan Yee Ros Tan Yee Wen Liew Yi Lim Chan Yi Ling Kum Yin Hang Yin Ting Lim Yip Chi Fong Yiqing Huang Yong Hui Jia Yong Qian Hui Yong Xiang Loh Yong Yu Lee Yu Jing Toh Yu Xin Lim Yu Xuan Jia Yu Xuan Toh Yuchun Wu Yucong Xi Yue Fei Sun Yun Ern Teoh Yun Qi Lee Yurou Li YuTong Ding Zhang Bai Hao Zhao Sheng Nan Zhi Wei Lee Zhou Tao Zhuyi Chen Zi Jian Oh Zi Jun Lim Zi Yang Xie ZiChen Liu