Week 14

Slide 1
Chapter 4 - Results

Slide 2
4.1 Introduction

• This section will highlight what you can expect to see being discussed in
this section on methodology.

Slide 3
4.2 Response Rates

• Number of questionnaires sent out

• Number of questionnaires received
• Response rate
• Number of questionnaire unusable
• Usable response rate

Slide 4
4.3 Data Screening & Cleaning
• Data Checking
▪ Data Entry Errors
▪ Software
▪ Sampling

• Data Cleaning
▪ Blank responses
▪ Straight lining
▪ Missing values
▪ Outliers

Slide 5
4.4 Profile of Respondents
• Unit of Analysis

Slide 6
4.5 Validity and Reliability

• EFA
1. Factor Analysis
2. Reliability Analysis (Cronbach’s Alpha)

• CFA
1. Convergent Validity
2. Discriminant Validity
3. Reliability Analysis (Composite Reliability)

Slide 7
4.6 Descriptive

• Mean & Standard Deviations

• Skewness & Kurtosis

Slide 8
4.7 Assumptions in Regression
1. Normality
2. Normality of error term
3. Linearity
4. Multicollinearity
5. Constant Variance
6. Outliers
7. Autocorrelation

Slide 9
4.8 Hypotheses Testing

• Path Coefficients
• Standard Errors
• t-values
• p-values (3 decimals) (Statistical Significance)
• Confidence Intervals

Slide 10
More results

• Decide on what to put into the Results section and what to move to the
Discussions section.
• General rule (but not a very hard and fast one)
▪ In the results section you only describe the results, but do not interpret
them much.
▪ In the discussion section provide the interpretation and the comparison
with the literature, without repeating all the results.

Slide 11
Suggested Contents

4.1 Introduction
4.2 Response Rates
4.3 Data Screening & Cleaning
4.4 Profile of Respondents
4.5 Validity and Reliability
4.6 Descriptive
4.7 Assumptions in Regression
4.8 Hypotheses Testing

Slide 12
Chapter 5 – Discussion

Slide 13
5.1 Introduction

• This section will highlight what you can expect to see being discussed in
this section on discussion.

Slide 14
5.2 Recapitulation
• Recap the research questions.

Slide 15
The Discussion: Possible Content

• Relationship to findings of other research -for example:

1. What did you find?
2. Similarities to previous findings (your own, others’, or both)
3. Differences from previous findings
4. Possible reasons for similarities and differences

Slide 16
Attitude
Attitude (ATT) is categorized under organism and this variable is defined as “user's positive or negative feelings toward the new technology”

(Albayati et al., 2020). Several researches backs up the assumption that one's attitude about technology and how they use it are linked (Lee et al.,

2021; Y. Zhang et al., 2021; Kwon & Ahn, 2020; Fussell & Truong, 2022). As a result, preliminary research observed that the user's attitude is one of

the key elements that influences novel technology acceptance (Ng et al., 2019). Researchers also found an association between attitude and intention

after evaluating nine information technology adoption models (Bu et al., 2021).

Based on past studies, ATT has a significant influence on BI. For example, the study in the Persian Gulf countries on digital payment and banking

adoption discusses how ATT positively affects BI (Alkhowaiter, 2020). Furthermore, in a research of VR experience and purchase intention in a VR

shopping environment, it was found that ATT has a strong positive effect on BI (J. H. Kim et al., 2021). Apart from that, a paper studying acceptance

model of service robots applied in hotel industry also states that BI is determined by ATT and in the case of the paper, guests’ willingness to accept

hotel robots was positively influenced by attitude (Zhong et al., 2020). Furthermore, in a study about integrated mobility technologies user adoption,

it was found that intention to use mobile map services is greatly affected by attitude (Altay & Okumuş, 2021). Considering all the proven studies on

the relationship between ATT and BI, the following hypothesis was formulated:

H1: Attitude has a positive effect on Intention.

Subjective Norms
Subjective norms (SN) relate to an individual's perception of society pressure to participate in or abstain from a
certain behaviour (Ajzen, 1991). Some cultures impose higher societal pressure on technology adoption than
others, as shown by the significance of subjective criteria (Dorce et al., 2021). Literature identifies people’s
readiness to fulfil reference group expectations as a substantial predictor of their motivation to accept a new
system. Individuals have also been proven to accept a system or invention while having an unfavourable opinion
of it due to societal pressures (Aboelmaged, 2021). People may recycle because it is morally correct or because
it aligns with their values. Facebook adoption is largely a selfless act with no immediate advantages or rewards
for the person (Ramzan et al., 2021).

H2: Subjective norms positively affects intention.

18
5.3 Discussion of the Findings
5.3.1 Research Question 1

Attitude Intention

5.3.2 Research Question 2

Subjective
Intention
Norms

Slide 19
5.4 Implications

5.4.1 Theoretical Implications

Relationship of the findings to theories or models:
1. Do the findings support them?
2. Do they refute them?
3. Do they suggest modifications?

5.4.2 Managerial Implications

Possible uses of the findings (in business, public policy, agriculture, medicine,
etc)

Slide 20
Theoretical Implications
From a theoretical perspective, this study makes valuable contributions to academia. Although

there has been a plethora of literature on social media, even on Facebook, literature on the

effectiveness of Facebook marketing is still very limited. This study is one of the first attempts to

explore the factors influencing Facebook fans’ visit intention. It applies both marketing theory

and social psychology theory in understanding consumer behavior in the social media era. It

also provides empirical evidence to support the use of the TPB model in the context of

Facebook marketing. Moreover, compared to CBSEM, PLS-SEM has been less used in the

hospitality and tourism research. This study also contributes to the literature of using PLS-SEM in

predicting behavioral intention through a reflective-formative higher-order model

Practical Implications
From a practical perspective, the study findings also provide a number of salient implications for DMOs to

leverage Facebook marketing. First, DMOs should pay extra attention to SN of destination Facebook pages, as it

is the most influential factor of fans’ visit intention. Specifically, DMOs need to create an inclusive and

engaging platform on their Facebook pages to build long-term relationships with fans. DMOs should not only

encourage their fans to share their experiences on Facebook pages but also reply to their posts timely and

considerately. If a fan identifies him/herself as part of a destination, it is more likely that he/she will keep

visiting a destination. The use of celebrities or social media influencers on destination Facebook pages would

also strengthen the SN. In terms of internalization, DMOs should express their value systems or sets of norms

on their Facebook pages to be congruent with their main target customers.

5.5 Study Limitations

• No study is without limitations.

• Think through before writing this section.
• Do not trap yourself.

Slide 23
Limitations

There are several limitations of this research that should be noted. First, the
data were collected from a student sample that may not be generalized to the
entire population of Facebook fans. Additionally, although the students
followed a destination Facebook page for a given period, they were not
motivated Facebook fans. Therefore, the impact of the destination Facebook
page on their behavioral intention might be different from that of actual fans
of a destination’s Facebook page.
5.6 Recommendations for Future

• Based on the limitations suggest what can be done to improve the research
in the future.
• To address questions still unanswered
• To address new questions raised by the findings

Slide 25
Suggestions for Future Research
Future research may use real destination Facebook fans to confirm the findings of this
study. Second, the study used one destination, Orlando, as a sample. As posited in the
TPB theory, past experience with this destination may affect the study results. Although
the study included Facebook experience in the model, it did not consider past destination
experience as an impact factor. Finally, the proposed model in this study was developed
based on the TPB theory, Aad model and social influence theory. However, PLS-SEM
results show that only 40 per cent of variance of visit intention was explained by the
model, suggesting that there were other influential factors outside of the model. In future
research, this model could be refined to better explain visit intention by including other
determinants

Slide 26
5.7 Conclusion
• A short paragraph to conclude your findings.

• By extending the Theory of Planned Behaviour into the field of Facebook marketing, this
study sought to investigate influential factor of fans’ visit intention. Using the PLS-SEM
framework, three variables within the research framework were examined. All variables,
attitude, subjective norms and perceived behavioral control were significant predictors of visit
intention. These findings support the view that visitors are driven to visit a certain destination
based on their own positive attitude but they are also driven by the subjective norms around
them while control over the visitation is also an important driver. Strategic collaboration
between the government, the tourism operators, website developers may induce positive
perception and social support that in turn will increase visit intentions.

Slide 27
Suggested Contents

5.1 Introduction
5.2 Recapitulation
5.3 Discussion of the Findings
5.4 Implications
5.5 Study Limitations
5.6 Recommendations for Future
5.7 Conclusion

Slide 28
Referencing Software
1. Mendeley https://www.mendeley.com/search/
2. Flowcite https://flowcite.com/
3. RefWorks https://refworks.proquest.com/
4. Zotero https://www.zotero.org/
5. EndNote https://endnote.com/
6. Citationsy https://citationsy.com/

Slide 29
Google Scholar

Slide 30
Website

Slide 31
Citation Generator

Slide 32
Citation Generator

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Citation Generator

Slide 34
Functions of References

1. To give credit to others for their work

2. To add credibility to your work by showing that you used valid information
sources
3. To help show how your work relates to previous work
4. To help readers find further information

Slide 35
References: Importance of Accuracy

• Studies show that many references are inaccurate.

• For references to fulfill their functions, they must be accurate. Therefore
1. Make sure that you accurately state what the cited material says.
2. Make sure that all information in the citation (for example, author
list, article title, journal title, volume, year, pages) is accurate.

Slide 36
APA Format Referencing (Alphabetical Order)
Cain, M. K., Zhang, Z., & Yuan, K. H. (2017). Univariate and multivariate skewness and kurtosis for measuring
nonnormality: Prevalence, influence and estimation. Behavior Research Methods, 49(5), 1716-1735.
Chin, W. W., Marcolin, B. L., & Newsted, P. R. (2003). A partial least squares latent variable modeling approach for
measuring interaction effects: results from a monte carlo simulation study and an electronic-mail emotion adoption
study. Information Systems Research, 14(2), 189-217.
Franke, G., & Sarstedt, M. (2019). Heuristics versus statistics in discriminant validity testing: a comparison of four
procedures. Internet Research, 29(3), 430-447.
Hair, J. F., Hult, G. T. M., Ringle, C. M., & Sarstedt, M. (2021). A Primer on Partial Least Squares Structural Equation
Modeling (PLS-SEM), 3rd ed. Thousand Oaks, CA: Sage.
Kock, N., & Lynn, G. S. (2012). Lateral collinearity and misleading results in variance-based SEM: An illustration and
recommendations. Journal of the Association for Information Systems, 13(7), 546-580.
Ramayah, T., Cheah, J., Chuah, F., Ting, H., & Memon, M. A. (2018). Partial Least Squares Structural Equation Modeling
(PLS-SEM) using SmartPLS 3.0: An Updated Guide and Practical Guide to Statistical Analysis (2nd ed.). Kuala
Lumpur, Malaysia: Pearson.
Ringle, Christian M., Wende, Sven, & Becker, Jan-Michael. (2015). SmartPLS 3. Boenningstedt: SmartPLS. Retrieved
from https://www.smartpls.com
Shmueli, G., Sarstedt, M., Hair, J. F., Cheah, J. H., Ting, H., Vaithilingam, S., & Ringle, C. M. (2019). Predictive Model
Assessment in PLS-SEM: Guidelines for Using PLSpredict. European Journal of Marketing, 53(11), 2322-2347.

Slide 37
Appendix
• Instrument used
1. Cover Letter
2. Questionnaire

• Any other materials

Slide 38
Sample Cover Letter

Slide 39
Sample Questionnaire

Slide 40
Sample Questionnaire

Slide 41
Training

Slide 42
A Word of Caution

Slide 43
Thank you for listening

Slide 44