A Preliminary Review of Consumer Comsumption Value Perceptions of 5G Technology in Malaysia: Ulasan Awal Persepsi Nilai Pengguna Terhadap Teknologi 5G di Malaysia

Abedin  Md Shams; Azreen Jihan  Che Mohd Hashim; Wan Rasyidah  Wan Nawang

doi:10.33102/sainsinsani.vol9no2.627

Authors

Abedin Md Shams Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia
Azreen Jihan Che Mohd Hashim Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia https://orcid.org/0000-0001-5286-2428
Wan Rasyidah Wan Nawang Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia

DOI:

https://doi.org/10.33102/sainsinsani.vol9no2.627

Keywords:

consumption value, 5G technology, customer innovativeness, purchase intention

Abstract

Abstract: The study focuses on purchasing intentions for fifth generation (5G) technology using Sheth and colleagues' 1991 model of consumption values, which considers five consumption values which are social value, emotional value, functional value, conditional value, and epistemic value. The value of these values has been expected to be significant in the past and lead to purchase intentions for 5G technology. Since the advancement of information technology (IT), 5G technology has become a new revolution in the field of technology and networks. The high-speed processing of data supported by artificial intelligence (AI) and machine learning (ML) is what 5G technology and IT network is all about. The main issue in the current market is that consumers are having difficulty accepting the value proposition provided by several companies. As a result, consumers are becoming more sceptical of the claims made by companies about their products and services. Malaysian consumers are not enthusiastic about using 5G technology, which is a hurdle for companies in selling their technology to the customers in Malaysia. The purpose of this study is to examine the relationship between consumption value and purchase intention.

Abstrak: Kajian ini memberi tumpuan kepada niat pelanggan untuk membeli teknologi 5G dengan menggunakan model nilai penggunaan dari Sheth (1991), yang mempertimbangkan lima nilai penggunaannya iaitu nilai sosial, nilai fungsi, nilai bersyarat dan nilai epikstemik. Nilai-nilai ini telah dijangka sejak dulu dan membawa kepada inovasi pengguna kini yang mempengaruhi niat pembeli untuk membeli perkhidmatan teknologi 5G. Sejak bermula kemajuan teknologi maklumat, perkhidmatam teknologi 5G telah menjadi revolusi baharu dalam bidang teknologi dan rangkaian. Pemprosesan data berkelajuan tinggi ini disokong oleh kecerdasan buatan (AI) dan pembelajaran mesin (ML) yang membawa maksud teknologi 5G dan rangkaian teknologi secara keseluruhan. Isu utama dalam pasaran semasa ialah pengguna menghadapi kesukaran untuk menerima cadangan nilai yang disedikan oleh beberapa Syarikat. Akibatnya, pengguna menjadi ragu-ragu terhadap justifikasi yang dibuat oleh Syarikat mengenai produk dan perkhidmatan mereka. Pengguna Malaysia tidak teruja untuk menggunakan teknologi 5G, yang juga merupakan halangan bagi Syarikat dalam mempromosikan pekhidmatan teknologi mereka kepada pelanggan di Malaysia. Tujuan kajian ini adalah untuk mengkaji hubungan antara nilai penggunaan iaitu mengrakumi, nilai fungsian, nilai sosial, nilai bersyarat, nilai epistemic dan nilai emosi terhadap inovasi pelanggan dan membawa kepada niat membeli pekhidmatan 5G.

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Author Biography

Azreen Jihan Che Mohd Hashim , Fakulti Ekonomi dan Muamalat, Universiti Sains Islam Malaysia, 71800 Nilai, Negeri Sembilan, Malaysia

I was born in Petaling Jaya, Selangor. I obtained both my bachelor's and master's degree from Universiti Teknologi MARA (UiTM) and focused on Marketing. My PhD in marketing was completed at UiTM in 2010 while conducting research on consumer purchase behavior towards Halal skin care products among users and non-users. The research is focused on identifying the factors that influence attitudes and behaviors towards buying Halal skin care products and has been a part of numerous Halal and marketing programs and has given presentations on her research at local and international conferences.

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