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All Journal Advances in Global Economics and Business Journal International Journal of Tourism and Hospitality in Asia Pasific Journal of the Community Development in Asia International Journal of Accounting & Finance in Asia Pasific
Lok, Yee Huei
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Humanities Decision Sciences, Operations Research & Management Economics, Econometrics & Finance Other

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A Case Study: How Social Media Advertisement Influences Consumer Behavior Toward a Fast-Food Restaurant Lok, Yee Huei; Jian, Oh Zi; Chaudhary, Manoj Kumar; Khairul Azhar, Nurin Amni Bt; Azizi, Nurin Zahirah Bt; Azman, Nursyazana Afiqah Bt; Hassan, Nurul Husna Bt; Rohaan, Mohd; Kumari, Nidhi; Kee, Daisy Mui Hung
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 7, No 2 (2024): JUNE EDITION INTERNATIONAL JOURNAL OF ACCOUNTING FINANCE IN ASIA PASIFIC
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v7i2.3250

Abstract

Social media has become an increasingly important platform for shaping consumer behavior towards brands. Subsequently, social media is widely utilized and favored in most nations. This study examines the role of social media in shaping consumer behavior towards McDonald's, and how McDonald's leverages social media to enhance its brand image. A mixed-methods approach will be used, consisting of a survey of social media users and an analysis of McDonald's social media presence. The survey will explore how social media influences consumer behavior towards McDonald's, including how users engage with McDonald's social media accounts, the impact of user-generated content on their perceptions of the brand, and the role of social media in shaping their decision to visit McDonald's. The analysis of McDonald's social media presence will examine the types of content that the company shares, the engagement levels of its followers, and the impact of its social media campaigns on its brand image. The findings of this study will provide insights into how McDonald's can optimize its social media strategy to enhance its brand image and attract and retain customers
Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia? Wong, Khoon Xue; Wang, Yinghui; Wang, Ruting; Wang, Mengyao; Oh, Zi Jian; Lok, Yee Huei; Khan, Nawaz; Khan, Faijan
International Journal of Accounting & Finance in Asia Pasific (IJAFAP) Vol 6, No 1 (2023): FEBRUARY EDITION OF INTERNATIONAL JOURNAL OF ACCOUNTING FINANCE IN ASIA PASIFIC
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v6i1.1934

Abstract

Shopee is the largest e-commerce platform in Southeast Asia, continued to grow in Shopee users during the covid-19 outbreak. The Shopee platform not only facilitates consumers to purchase essential items during the pandemic, but it also assists sellers in showcasing their products and ultimately achieving online shopping success after offline stores were forced to close. Shopee provides a simple and convenient interface for customers to have a better online shopping experience. This study aims to examine how Shopee as an enormous e-commerce platform affects consumer behavior during the Covid-19 pandemic in Malaysia. A total of 100 Shopee users from Malaysia participated in this survey. The data is collected through an online questionnaire survey. The findings depicted that perceived usefulness is the most factor affected consumer behavior. Interestingly, we discovered that perceived price did not significantly influence consumer behavior. The findings provide new insights into user perceptions of Shopee and contribute to consumer behavior. Keywords: Consumer behavior, COVID-19, E-commerce, Malaysia, Perceptions, Shopee
A Study on Consumers' Online Stores Preferences: Comparison between Shopee and Lazada in Malaysia Lok, Yee Huei; Madan, Sahana; Fatini, Nur Lidiya; Nayley, Nur; Adira, Nur Maizatul; Izzah, Nur; Ramachandra, Rashmi
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 5, No 2 (2022): June 2022
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v5i2.1598

Abstract

Nowadays, online stores are widespread all over the world. It is a website or an application where people can easily purchase goods and services over the internet. Online stores are known to be active in growing their businesses, especially since the Covid-19 outbreak, which urges people to think that online shopping is more convenient and safer than visiting the physical stores to buy their needs and wants. This research paper attempts to study the factors influencing the consumers’ online store preferences between Shopee and Lazada. The research was conducted through the distribution of a questionnaire to collect data on the consumers’ online store preferences. A total of 100 respondents have answered the questionnaire survey. The results indicate that factors including customer satisfaction, information quality, and performance expectancy can influence the consumers’ online stores preferences as well as impact the businesses of Shopee and Lazada. The findings also provide some feedback to assist these two organizations for better future business performance. Keywords: Consumer, COVID-19, Lazada, Malaysia, Online Stores, Preferences, Shopee
Shopee: How Does E-commerce Platforms Affect Consumer Behavior during the COVID-19 Pandemic in Malaysia? Wong, Khoon Xue; Wang, Yinghui; Wang, Ruting; Wang, Mengyao; Oh, Zi Jian; Lok, Yee Huei; Khan, Nawaz; Khan, Faijan
International Journal of Accounting and Finance in Asia Pasific (IJAFAP) Vol 6, No 1 (2023): February 2023
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijafap.v6i1.1934

Abstract

Shopee is the largest e-commerce platform in Southeast Asia, continued to grow in Shopee users during the covid-19 outbreak. The Shopee platform not only facilitates consumers to purchase essential items during the pandemic, but it also assists sellers in showcasing their products and ultimately achieving online shopping success after offline stores were forced to close. Shopee provides a simple and convenient interface for customers to have a better online shopping experience. This study aims to examine how Shopee as an enormous e-commerce platform affects consumer behavior during the Covid-19 pandemic in Malaysia. A total of 100 Shopee users from Malaysia participated in this survey. The data is collected through an online questionnaire survey. The findings depicted that perceived usefulness is the most factor affected consumer behavior. Interestingly, we discovered that perceived price did not significantly influence consumer behavior. The findings provide new insights into user perceptions of Shopee and contribute to consumer behavior.
A Case Study: How Social Media Advertisement Influences Consumer Behavior Toward a Fast-Food Restaurant Lok, Yee Huei; Jian, Oh Zi; Chaudhary, Manoj Kumar; Khairul Azhar, Nurin Amni Bt; Azizi, Nurin Zahirah Bt; Azman, Nursyazana Afiqah Bt; Hassan, Nurul Husna Bt; Rohaan, Mohd; Kumari, Nidhi; Kee, Daisy Mui Hung
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.v7i2.3250

Abstract

Social media has become an increasingly important platform for shaping consumer behavior toward brands. Subsequently, social media is widely utilized and favored in most nations. This study examines the role of social media advertisement in shaping consumer behavior toward McDonald's. A mixed-methods approach was used, consisting of a survey of social media users and an analysis of McDonald's social media presence. The study found a mixed customer response to social media advertising. While a significant portion of respondents expressed initial interest in exploring products or services further after encountering them on social media, the research also identified a segment of customers who were less likely to be swayed by such marketing. The study also highlighted the influence of social media advertising on consumer behavior, particularly purchase decisions (beta = 0.340). However, the effectiveness of these ads likely depends on individual consumer interests and motivations. McDonald's should consider this when tailoring their social media advertising strategies.
Factors Influencing IKEA Purchase Decisions in Malaysia: Analysis Pricing, Convenience, Consumer Experience, and Loyalty Teoh, Kok Ban; Lew, Carol; Lok, Yee Huei; Lew, Yen Ru; Li, Haoran; Li, Jihan; Ali, Anees Jane; Mui Hung Kee, Daisy
Advances in Global Economics and Business Journal Vol. 6 No. 1 (2025): June 2025
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v6i1.103

Abstract

This study investigates the factors influencing IKEA purchase decisions in Malaysia, focusing on pricing, convenience, consumer experience, and loyalty. The research analyzes how IKEA’s affordable pricing strategy enhances accessibility and consumer satisfaction. Convenience is examined through features like online ordering with pick-up points and well-designed store layouts, which reduce consumer effort and time. The study also explores the impact of IKEA’s digital platform, which allows free membership registration, providing benefits such as vouchers and exclusive gifts to foster consumer loyalty. Feedback collection through the website contributes to continuous improvement in consumer experience. This research offers insights into the effectiveness of these strategies and their role in shaping purchase decisions in Malaysia. Findings contribute to a deeper understanding of consumer behavior and provide actionable recommendations for enhancing retail strategies in the furniture industry.
Online Attraction: Investigating Digital Marketing’s Impact on Shopping Behavior in Shopee Lim, Zi Kian; Sim, Choon Ling; Lok, Yee Huei; Ling, Hee Yang; Lim, Xian Bei; Lim, Yee Teng; Lin, Yi Tong; Ali, Anees Jane; Mui Hung Kee, Daisy
Advances in Global Economics and Business Journal Vol. 6 No. 1 (2025): June 2025
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v6i1.104

Abstract

This study investigates the impact of digital marketing on consumer shopping behavior on Shopee. Shopee is one of the famous e-commerce platform in Southeast Asia and Taiwan, based on downloads, monthly active users, and total time spent on the app for Android users. In this study, we examine mobile marketing, content marketing, social media marketing, and email marketing as our independent variables. We analyze the relationship between these four variables and consumer shopping behavior on Shopee. We collect the data by distributing a questionnaire to 150 Shopee users. Our findings show that digital marketing influence consumer shopping behavior significantly except for email marketing. We found that digital marketing will attract the consumer to visit Shopee. This enhances consumer trust and purchase intention, particularly among younger consumers, leading to greater engagement and improved sales performance on Shopee.
Assessing the Impact of Service Quality Dimensions on Customer Satisfaction in Budget Airlines Teoh, Kok Ban; Lok, Yee Huei; Kee, Lidwina Yi Ming; Li, Xuanting; Li, Yinglan; Li, Yuxin; Liao, Zhongkai; Neyaz, Fahad; Ali, Anees Jane; Kee, Daisy Mui Hung
Journal of The Community Development in Asia Vol 8, No 3 (2025): September 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/jcda.v8i3.4171

Abstract

In the highly competitive airline industry, budget carriers must focus on customer satisfaction as a critical strategy to sustain loyalty and differentiation. This study aims to investigate the factors influencing customer satisfaction with AirAsia in Malaysia, specifically examining the roles of price, service quality, food service, assurance, and empathy. A quantitative approach was employed using survey data collected from AirAsia passengers, and regression analysis was conducted to assess the influence of these variables. The results reveal that empathy, assurance, and food service significantly affect customer satisfaction, with empathy emerging as the strongest predictor (? = 0.480, p 0.01). Assurance also demonstrated a positive influence (? = 0.203, p 0.05), followed by food service (? = 0.178, p 0.1). Together, these variables explained 66.1% of the variance in customer satisfaction (R² = 0.661). In contrast, price (? = 0.059) and service quality (? = 0.069) showed no significant impact. These findings underscore the importance of prioritizing empathetic service, trust-building, and food quality enhancements over pricing strategies alone. The study provides both theoretical insights into customer satisfaction determinants in low-cost aviation and practical guidance for airlines seeking to strengthen customer experiences and maintain competitiveness.
Determinants of Digital Consumer Behavior in Online Food Delivery Applications in the Post-Pandemic Era Lok, Yee Huei; Teoh, Kok Ban; Cheang, Wen Jing; Chen, Liangyu; Chen, Quanxi; Feng, Xinkai; Chen, Zhuyi; Ali, Anees Jane; Kee, Daisy Mui Hung
International Journal of Tourism and Hospitality in Asia Pasific Vol 8, No 3 (2025): October 2025
Publisher : AIBPM Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.32535/ijthap.v8i3.4226

Abstract

The rapid advancement of digital technology and post-pandemic lifestyle changes have significantly transformed consumer purchasing behavior, accelerating the growth of online food delivery (OFD) platforms. This study aims to examine the factors influencing customer behavior toward FoodPanda, a leading OFD service in Malaysia, focusing on purchase decisions, usage frequency, and satisfaction. Guided by the technology acceptance model (TAM) and the theory of planned behavior (TPB), the study investigates the effects of perceived promotion, perceived convenience, perceived trust, and service quality on consumer behavior. Using a quantitative approach, data were collected from 200 respondents through an online questionnaire and analyzed using multiple regression analysis. The model explains 80.1% of the variance in customer behavior, with perceived convenience (? = 0.303) being the most influential factor, followed by perceived promotion (? = 0.276) and perceived trust (? = 0.248), while service quality (? = 0.126) is positive but weaker. The results underscore the importance of convenience, trust, and promotional strategies in enhancing customer engagement. This study provides insights into post-pandemic digital consumption patterns and offers practical implications for improving user experience and marketing effectiveness in the competitive OFD market.
Influencing Factors on Customer Behavioral Intentions to Use a Food Delivery App: A Study of GrabFood in Malaysia Lok, Yee Huei; Teoh, Kok Ban; Liou, Zi Yao; Lim, Jin Ting; Lim, Kai En; Lim, Pei En; Kee, Daisy Mui Hung
Advances in Global Economics and Business Journal Vol. 5 No. 1 (2024): Advances in Global Economics and Business Journal (AGEBJ)
Publisher : The Global Academia Publisher

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.51748/agebj.v5i1.92

Abstract

Digital technology has revolutionized the food and beverage industry, leading to a rapid expansion of food delivery services. GrabFood has become a popular option for individuals seeking simple and convenient food delivery services, particularly among university students. This study investigates the factors influencing GrabFood’s adoption, using a combination of primary and secondary data. An online survey of 150 respondents highlighted key trends in customer behavior, identifying perceived usefulness, perceived convenience, and perceived quality of service as key determinants of user intentions. This research introduces customer satisfaction as an intermediary variable significantly influencing the relationship between the perceived attributes and behavioral intentions. These factors significantly impact the decision-making process, highlighting the importance of app efficiency and service quality in Malaysia's competitive food delivery industry. The findings underscore the need to enhance customer engagement and refine service strategies, which might be beneficial in the evolving digital food service sector
Co-Authors Adira, Nur Maizatul Ali, Anees Jane Azizi, Nurin Zahirah Bt Azman, Nursyazana Afiqah Bt Chaudhary, Manoj Kumar Cheang, Wen Jing Chen, Liangyu Chen, Quanxi Chen, Zhuyi Fatini, Nur Lidiya Feng, Xinkai Hassan, Nurul Husna Bt Jian, Oh Zi Kee, Daisy Mui Hung Kee, Lidwina Yi Ming Khairul Azhar, Nurin Amni Bt Khan, Faijan Khan, Nawaz Kumari, Nidhi Lew, Carol Lew, Yen Ru Li, Haoran Li, Jihan Li, Xuanting Li, Yinglan Li, Yuxin Liao, Zhongkai Lim, Jin Ting Lim, Kai En Lim, Pei En Lim, Xian Bei Lim, Yee Teng Lim, Zi Kian Lin, Yi Tong Ling, Hee Yang Liou, Zi Yao Madan, Sahana Mui Hung Kee, Daisy Nayley, Nur Neyaz, Fahad Nur Izzah Oh, Zi Jian Ramachandra, Rashmi Rohaan, Mohd Sim, Choon Ling Teoh, Kok Ban Wang, Mengyao Wang, Ruting Wang, Yinghui Wong, Khoon Xue