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Digital Startup Business Model Compliance: Millennial Acceptance of BookTia Platform
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Author(s): Heru Susanto (School of Business, University of Technology Brunei, Brunei & Informatics, National Research and Innovation Agency, Brunei & Information Management, Tunghai University, Taiwan)and Mohamad Nur Wa'ie (Department of Management, School of Business, University of Technology Brunei, Brunei)
Copyright: 2022
Pages: 21
Source title:
Handbook of Research on Big Data, Green Growth, and Technology Disruption in Asian Companies and Societies
Source Author(s)/Editor(s): Patricia Ordóñez de Pablos (University of Oviedo, Spain), Xi Zhang (Tianjin University, China), Mohammad Nabil Almunawar (Universiti Brunei Darussalam, Brunei)and José Emilio Labra Gayo (University of Oviedo, Spain)
DOI: 10.4018/978-1-7998-8524-5.ch018
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Abstract
This study is to reveal the challenges of millennials' preferences and criteria in booking a venue via an online platform. The main target users for this study are the millennials ranging in age from 18 – 40. The dependent variable for this study is user acceptance testing on Booktia. The independent variables for this study are content, navigation, multimedia, and usefulness. The result is very interesting. The finding concluded that user acceptance testing shows a positive relation towards the four independent variables with coefficient value for multimedia of 0.066, content of 0.055, navigation of 0.055, and usefulness of 0.060. All independent variables show a significant result between 0.000 to 0.005. Thus, the result shows the millennials are accepting features and usage of Booktia upon testing it. Implications were drawn in the study, such as the benefits this study will bring to the Booktia platform.
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