Mohd Nasir, Mohamed Dahlan Ibrahim, Rajennd A/L. Muniady and ... Rela$ve advantage - the degree at which it is perceived to be be er than what it ...
2016 International Conference on Social Sciences and Humanities (SOSHUM 2016)
Persuasion, Consumer Engagement, and Performance of Malaysian Manufacturing Enterprises Abdullah Al Mamun, Wan Mohd Nazdrol Bin Wan Mohd Nasir, Mohamed Dahlan Ibrahim, Rajennd A/L Muniady and Kumaraguru Sivageahnam UniversiB Malaysia Kelantan
Study Background • Small and Medium Enterprises (SMEs) represents 97.3 percent of the total business establishments in Malaysia, which total 645, 136 SMEs • Manufacturing SMEs - basic metal; chemicals and petroleum; electrical and electronics; fabricated metal; food, beverage and tobacco; machinery; manufacture of furniture; medical, precision, and opBcal instruments; non-metallic mineral; paper, prinBng, and publishing; plasBc; recycling; rubber; texBle, wearing apparel, and leather; transport; wood and wood products, including furniture.
Literature Review • RelaBve advantage - the degree at which it is perceived to be beWer than what it supersedes (Rogers, 2003).
• CompaBbility - consistency with exisBng values, past experiences, and needs (Rogers, 2003).
• Complexity - difficulBes of understanding and using an
innovaBon. Complexity is therefore considered one of the key deterrents of trying new products or innovaBons (Rogers, 2003; Blackwell, Miniard & Engel, 2001).
Literature Review • Trialability - the degree at which innovaBon can be experimented. It measures how easy it is to test an innovaBon (Rogers, 2003).
• Observability - visibility of innovaBon results. It
measures the degree of significance of the consequences of an innovaBon. When entrepreneurs can see others benefiBng from the use of a new innovaBon, they are more likely to adopt (Blackwell, Miniard & Engel, 2001).
• Consumer engagement - enterprise’s abiliBes to adopt innovaBve approaches to client porbolio management, which facilitate an inBmate long-term relaBonship with the customer (Sashi, 2012).
Type of Study
A Cross-Sec
