Sedigheh Moghavvemi

University of Malaya

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Ainin Sulaiman

University of Malaya

Noor Akma Mohd Salleh

University of Selangor

Seuk Wai Phoong

University of Malaya

Noor Ismawati Jaafar

University of Malaya

Ghazali Musa

University of Malaya

Lee Su Teng

University of Malaya

Farzana Parveen Tajudeen

University of Malaya

Tanuosha Paramanathan

University of Malaya

Thinaranjeney Thirumoorthi

University of Malaya

Jane Klobas

University of Western Australia

Cooperative Institutions

University of Malaya

Narxoz University

Universiti Teknologi MARA

Information Technology University

Weatherford College

University of Victoria

Boğaziçi University

Palestine Technical University - Kadoorie

Monash University

Universiti Tunku Abdul Rahman

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Testing students’ e-learning via Facebook through Bayesian structural equation modeling

PLoS ONE (2017)

Hashem Salarzadeh Jenatabadi Sedigheh Moghavvemi Che Wan Jasimah Wan Mohamed Radzi Parastoo Babashamsi Mohammad Arashı

Learning is an intentional activity, with several factors affecting students' intention to use new learning technology. Researchers have investigated technology acceptance in different contexts by developing various theories/models and testing them by a number of means. Although most theories/models developed have been examined through regression or structural equation modeling, Bayesian analysis offers more accurate data analysis results. To address this gap, the unified theory of acceptance and technology use in the context of e-learning via Facebook are re-examined in this study using Bayesian analysis. The data (S1 Data) were collected from 170 students enrolled in a business statistics course at University of Malaya, Malaysia, and tested with the maximum likelihood and Bayesian approaches. The difference between the two methods' results indicates that performance expectancy and hedonic motivation are the strongest factors influencing the intention to use e-learning via Facebook. The Bayesian estimation model exhibited better data fit than the maximum likelihood estimator model. The results of the Bayesian and maximum likelihood estimator approaches are compared and the reasons for the result discrepancy are deliberated.

10.1371/journal.pone.0182311

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Citations (17)

The Dimension of Service Quality and its Impact on Customer Satisfaction, Trust, and Loyalty: A Case of Malaysian Banks

SSRN Electronic Journal (2015)

Lee Siew Peng Sedigheh Moghavvemi

Customer Satisfaction

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Fanpage KPI analytics: “Determining the impact of KPI metrics on growth rate and user base“

Z. Rahman S. Kumaran Hasmah Zanuddin Sedigheh Moghavvemi Mohd Hairul Nizam Md Nasir

Facebook with its incredible audience is becoming immensely attractive channel to Brands and Marketers around the world. By this time, we are observing explosive growth in brand pages, variations in advertising and other innovative ways to monetize this audience. Now E-marketers are determined to know measurement procedures and related issues of Social media’s Key Performance Indicators (KPI). In the Fanpages companies are frequently and periodically posting different contents, but they also have to measure whether user engagement in this contents are valuable in maintain user base or page growth rate. E-marketers now also need to know which types of user engagement are more impactful on page performance. In this study we explored the effect of each KPI (Key performance Indicator) Metrics on page growth rate and Page likes (no of user). We have explored the KPI metrics data from the Fanpages of different industry (Consumer electronic, Electronics-phones, Health, beauty, and telecom). We investigated total 108 observations collected from18 Global Brand pages and data was composed from the month of February 2015 to July 2015. We recorded monthly data and conducted Panel Data analysis through E-views 9 software to show the individual impact of each KPI Metrics.

Performance indicator

User Engagement

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An Empirical Study of IT Innovation Adoption Among Small and Medium Sized Enterprises in Klang Valley, Malaysia

Social Technologies (2011)

Sedigheh Moghavvemi Noor Akma Mohd Salleh Wenjie Zhao Fatemeh Hakimian

Purpose—The purpose of this research is to use and validate the Entrepreneurial Event model as a base model to investigate SME owners’ perception toward IT innovation adoption and use. This paper also attempts to investigate the key determinants of the adoption of IT innovation among small and medium sized enterprises in Kuala Lumpur, Malaysia. This study revised and validated the Entrepreneurial Event Model in a new context and tried to examine the effect of perceived desirability, propensity to act and performance expectancy on behavior intention to adopt and use IT innovation in SMEs companies. Design/ methodology/ approach—Based on the research model the questionnaire was developed using previous work in the areas of entrepreneurship (Entrepreneurial Event Model) and technology acceptance (UTAUT). The data used to test the hypothesis is collected from various spectrums of Malaysian industries in Kuala Lumpur. A total of 1,000 businesses

Empirical Research

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Digitally-Enabled Innovation Processes

Advances in systems analysis, software engineering, and high performance computing book series (2022)

Haneen Allataifeh Sedigheh Moghavvemi

Malleability, homogeneity, and transferability are three distinct characteristics of digital technology that allow the continuous evolvement of innovation and the generation of new forms of agency, both within and across processes. Scholars have developed various research directions to theoretically understand digital technology correlative to business process management. Yet, literature in this area lacks a structured view of how digital technologies modify the innovation processes, and research aimed at examining the effect of digital technology on business process management is still relatively scant and in a very early stage. This chapter sheds light on scholarly works to explain digital technology's impact on the innovation process and how it is linked to business process management.

10.4018/978-1-7998-9059-1.ch002

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Determinants of IT-Related Innovation Acceptance and Use Behavior: Theoretical Integration of Unified Theory of Acceptance and Use of Technology and Entrepreneurial Potential Model

Social Technologies (2013)

Sedigheh Moghavvemi Noor Akma Mohd Salleh Masoud Abessi

Purpose – a great number of models investigate individual intention towards adopting and using information technology. However, the complex link between intention and behavior suggests that it may require more scrutiny (intention behavior gap). The link between the intention and behavior is most likely influenced by a number of factors, some controllable, others uncontrollable; therefore, external factors are likely to play a significant role. However, IS literature on the subject is extremely lacking. One of the popular theories in this context is the UTAUT model, which has certain limitations, especially when it concerns intention behavior gaps. Research on the entrepreneurship context identified precipitating events as a promising candidate to overcome such limitations. To address the gap in the UTAUT and improve the model, it is reviewed and empirically compared to the Entrepreneurial Potential Model (EPM) in order to allow us to develop a new model that integrates elements from the two models in order to capture the different factors of IT adoption behavior.Methodology – a longitudinal survey approach is appropriate for this study, since this research design allows the researcher to test the overall fit of the integrative TADU model. The longitudinal study is appropriate to test the relationship between intention and use behavior and the effect of precipitating events on the time that intention is formed and behavior is performed. This is an ongoing research, and at this stage, the authors are mainly developing a theoretical argument and methodology that is currently in the process of being tested.Results – the new model mitigates the limitations arising from the UTAUT, particularly its predictive ability, and it also reduces the 'distal nature' between intention and use behavior.Study limitation – the paper represents work in progress and may some researcher criticize it in term of the predicted results.Practical significance – the TADU model is a useful tool for managers to assess the likelihood of success for new technology introductions and the possibility of actual use. It helps the manager understand the driver of technology acceptance and allows them to design interventions for users that are less inclined to use new technology. In addition, policy makers could facilitate and provide guidance in relation to the adoption and usage of IT innovation.Originality/value judgment – this study revises the UTAUT and the EPM in order to develop a more robust model, and identify new variables that affect the relationship between intentions and use behavior, while overcoming UTAUT's limitations. It improves the model by adding precipitating events as moderators that is able to measure the effect of external factors on the relationship between behavioral intention and usage behaviors. The new model is able to capture the causal flow between technological factors, environmental factors and individual factors in predicting intentional behavior.Research type: conceptual paper.

Scrutiny

10.13165/st-13-3-2-01

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Citations (22)

Competitive Advantages Through it Innovation Adoption by Smes

Social Technologies (2012)

Sedigheh Moghavvemi Fatemeh Hakimian Tengku Mohd Faziharudean Tengku Feissal

Purpose—This paper seeks to explain the impact of IT innovation on competitive advantage; the barriers and the benefits companies gain from adopting and using these innovations and propose a model with which it is possible to measure determinants of IT innovation adoption among SMEs. Design/methodology/approach—This paper presents conceptual consideration on the role of SMEs in the Malaysian economy and the effect of government policy in encouraging companies to adopt IT innovation. The proposed research framework will be empirically validated using survey data. This study is an ongoing research, in the existing stage a theoretical argument is developed and methodology is in the process of being tested through regression analysis. Findings—Conclusions are drawn on the status of Malaysian SMEs to adopt IT innovation. We added attitude and self-efficacy to the Innovation Diffusion Theory to suit it to the individual situation. Therefore a novel approach is needed in order to study and understand it. Research limitations/implications—The paper represents work in progress. Practical implications – This paper present the theoretical framework for further study of IT innovation adoption among Malaysia SMEs. Originality/Value—The Information Technology concept is considered a powerful competitive weapon in the modern economy. This study used Innovation Diffusion Theory as the base theory, and added attitude and self efficacy as determinants to measure the individual’s perception toward innovation adoption. Individual self-efficacy and attitude toward innovation adoption shape beliefs and perceptions toward innovation, leading them to adopt or reject an innovation. Adding these factors to Innovation Diffusion Theory will narrow the breadth of the theory and possibilities to frame a single study which allows examination of the individual and technological dimension toward technology adoption. Keywords: IT innovation adoption, competitive advantage, Innovation Diffusion Theory, SMEs, Malaysia. Research type: conceptual paper.

Value (mathematics)

Innovation Management

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Citations (23)

Factors affecting the intention to adopt light-emitting diode lighting at home

Lighting Research & Technology (2020)

Noor Ismawati Jaafar Ainin Sulaiman Sedigheh Moghavvemi Farzana Parveen Tajudeen Fatemeh Dehdar

This study investigates the significant factors affecting the adoption of light emitting diode lighting among households in Malaysia by conceptualizing and extending the unified theory of acceptance and use of technology through the adaptation of price value and the anticipated emotions of pride and guilt within the model. This study used the partial least squares technique to validate measurements and to test the research hypotheses. The results obtained from analysing 1075 valid survey questionnaires revealed the effects of performance expectancy, effort expectancy and price value on the intention to use light-emitting diodes among Malaysian households. While the results support the mediating role of attitude between the three variables and intention to use light-emitting diodes, the moderating role of anticipated pride on the relationship between attitude and intention to use light-emitting diodes was not supported. The findings confirm that guilt significantly moderates the relationship between attitude and intention.

Pride

Value (mathematics)

10.1177/1477153520915964

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Citations (7)

Compulsive Youtube Usage: A Comparison of Use Motivation and Personality Effects

SSRN Electronic Journal (2018)

Jane Klobas Tanya McGill Sedigheh Moghavvemi Tanousha Paramanathan

This paper explores compulsive use of YouTube by university students and investigates how the uses and gratifications perspective and the personality perspective work together to explain compulsive use of the social medium. It compares the effects of motivation to use YouTube for information with motivation to use the platform for entertainment, and examines how the different motivational effects compare with those of personality. It also explores the influence of compulsive use of YouTube on academic motivation. Data from 807 students at a Malaysian university were analysed using hierarchical multiple regression. Stronger motivation to use YouTube for information and learning is associated with lower compulsive use, while stronger motivation to use YouTube for entertainment is associated with higher compulsive use. Entertainment motivation has a stronger effect than information motivation. Although tendency to compulsive use differs with personality traits, the motivation effects are independent of personality. Compulsive YouTube use negatively influences academic motivation. While educators can take risks of compulsive use into account when they propose YouTube resources to their students, information literacy education and training can play an additional role in risk reduction by alerting social media users to the risks of compulsive use and helping them to develop self-management strategies.

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The Dimension of Service Quality and Its Impact on Customer Satisfaction, Trust, and Loyalty: A Case of Malaysian Banks

Asian Journal of Business and Accounting (2015)

Lee Siew Peng Sedigheh Moghavvemi

Banking is an important industry in a nation but with the intense competition of various banks available, it is the services provided that crucially distinguishes the banks. Previous studies have examined the relationship between service quality, customer satisfaction, perceived value, loyalty, trust and image. These studies adopted the SERVQUAL model to measure service quality in banks which may be five dimensional. This study proposes to measure service quality by applying six dimensions: tangibles, empathy, reliability and security, price, online banking and convenience. These six dimensions are used to examine the relationship between service quality, perceived value, customer satisfaction, bank image, customer loyalty and customer trust among bank customers in the Klang Valley, Malaysia. Data were analysed by structural equation modelling (SEM) in order to test all the relationships between the variables in the model. The findings support the proposed hypotheses, which are consistent with the theoretical framework. The results indicate that the dimensions of tangibles, empathy, reliability and security, and online banking have a significant positive relationship with perceived value. The analyses show that service quality, customer satisfaction, bank image and trust are important determinants of loyalty.Keywords: Customer Loyalty, Customer Satisfaction, Image, Malaysia, Service Quality, TrustJEL Classification: M30

Customer Satisfaction

SERVQUAL

Customer delight

Customer Equity

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Citations (19)