Vol. 16 No. 3(I) (2024)

Artificial Intelligence (AI) technologies are increasingly integrated into educational environments, promising transformative impacts on learning experiences and administrative efficiencies. This review synthesizes prominent theoretical frameworks used to understand AI technology adoption among students and educators in educational settings. The Value-based Adoption Model (VAM), Theory of Planned Behavior (TPB), Unified Theory of Acceptance and Use of Technology (UTAUT), and Technology Acceptance Model (TAM) are examined for their strengths and limitations in explaining the factors influencing technology adoption. Through a comprehensive analysis of recent literature, this paper highlights the involvement of user acceptance, incorporating cognitive, social, and emotional dimensions. Understanding theoretical frameworks related to AI technology adoption could provide a comprehensive overview of existing theoretical frameworks related to AI technology adoption in educational settings, integrating findings into a cohesive narrative.

The Malaysian government has initiated a collaboration with private agencies to expand the green transport ecosystem by introducing electric buses. Despite these efforts, the adoption of electric buses in urban areas remains minimal. This paper addresses two research objectives: (a) to identify the challenges in adopting electric buses, and (b) to recommend improvements for adopting electric buses in Malaysia. Utilizing a qualitative methodology, this study aims to capture the experiences and reflections of interviewees through targeted population or place studies. This approach allows for the collection of detailed information and the development of new concepts and theories. The interviews revealed three main barriers to adopting electric buses in Melaka: battery reliability and durability, a lack of charging infrastructure, and insufficient operational knowledge. The paper suggests that the government and policymakers should take proactive measures to promote green technology and increase the acceptance of electric buses in urban areas through awareness campaigns.

Film tourism has emerged as a significant factor in enhancing tourist numbers by drawing visitors to locations depicted in movies and dramas. This study explores films' influence on Malaysians' perceptions and intentions to travel to these destinations. Utilizing the push and pull theory, the research examines how movies affect Malaysians' travel motivations and destination choices. Data were gathered through an online survey involving 267 Malaysian moviegoers, selected via convenience sampling. The findings indicate that several factors, including the reflection of personal values and interests in movies, significantly influence the intention to travel. Respondents expressed a stronger connection and likelihood to visit destinations featured in films that resonate with their interests. The study suggests that future research could employ different methodologies further to explore the impact of movies on tourist perceptions globally. Additionally, the findings underscore the potential for filmmakers, destination marketing organizations (DMOs), and local authorities to leverage films as powerful marketing tools to enhance tourist demand for real-life film locations.

Understanding and predicting consumer behavior will help e-commerce businesses improve customer satisfaction and devise better marketing strategies. This study is intended to explore the use of decision tree algorithms in predictions of consumer purchase behavior in the e-commerce platform in Malaysia. Comparing the performances of J48, Random Tree, and REPTree decision tree models using an online shopper dataset collected by surveying 560 Malaysians, on various aspects like accuracy, precision, recall, and F1 score. Results indicate that the highest accuracy has been achieved with the Random Tree algorithm, outperforming J48 and REPTree. The results will, therefore, form the basis upon which e-commerce can restrategize its marketing programs for better customer engagement. This is an important study in that it shows the efficacy of applying a decision tree algorithm to understand customer behavior in the context of Malaysia and adds to the growing body of knowledge in predictive analytics in e-commerce.

This research examines the factors influencing consumer acceptance of robotic waiters in restaurants. As the food service industry increasingly adopts robotic systems, it is essential to comprehend consumer approval for their effective integration. In this study, the Technology Acceptance Model (TAM) is utilized to investigate the key factors influencing consumer acceptance of robot waiters. It examines consumers' evaluations of these robots' usefulness and ease of use, as well as their attitudes and intentions. The findings illustrate the correlation between perceived usefulness, perceived ease of use, and attitude. Regression analysis highlights the significant roles of perceived ease of use and perceived usefulness in shaping attitudes toward technology, with the former having a more pronounced positive impact. However, anticipating future research into the complexities of user perception, particularly the negative correlation between perceived usefulness and attitude, is an exciting prospect for further investigation. This research enhances the understanding of consumer acceptance of robot waiters in restaurants and provides valuable insights for restaurant operators, policymakers, and other stakeholders. By addressing concerns related to technological adoption and customer preferences, this study guides the effective implementation of robot waiters in the restaurant industry, to improve operational efficiency and service quality.

The objective of this study is to determine if there is a notable disparity in the perception among Muslim consumers regarding counterfeit cosmetic items in Wisma Persekutuan Kota Bharu based on their level of religiosity and brand consciousness. A total of 219 questionnaires were gathered from Muslim government servants residing in Wisma Persekutuan, Kota Bharu, Kelantan through the simple random sampling technique, and the data were then subsequently examined using SPSS software. The study's results indicated a notable correlation between brand consciousness and the impression of Muslim government servants in Wisma Persekutuan Kota Bharu regarding counterfeit cosmetics. Additionally, the results indicated that there is no significant correlation between religiosity in relation to the attitude of Muslim government servants in Wisma Persekutuan Kota Bharu regarding counterfeit cosmetics. This study enhances the existing literature pertaining to the research in the field of Halal cosmetics and offers valuable insights to authorities regarding the perception of counterfeit cosmetic products among Muslim consumers. These findings can assist authorities in improving the regulation of the halal cosmetic industry.

The relationship between academic achievement, student happiness, and the quality of academic services provided by university staff is a critical issue in Malaysian public higher education. This correlation highlights the importance of understanding the factors that influence the interactions between academic staff and students. Knowledge of the variables affecting how academic staff members and service encounters interact is quite important. This study aims to examine the influence of personal interaction encounters and customer involvement on the level of customer service experience provided by academic staff at Malaysian public universities. To gather data from 454 academic faculty members at Malaysian public universities, a selfadministered questionnaire was developed. PLS 4.0 was used in this work and proportionate stratified random sampling was utilized. The results showed significant relationships between consumer involvement and personal interaction encounters with customer service experience. By acknowledging and addressing these variables, Malaysian public universities can foster more positive and productive interactions between staff and students or other stakeholders, ultimately improving the academic experience.

Record management is a crucial profession in organizations, responsible for the efficient and orderly control of records. It involves creating, acquiring, maintaining, using, and disposing of these records, which prove an organization's operations and business. Many higher institutions in Malaysia offer courses related to records management. This paper explores factors influencing undergraduate students' employability in the field, investigates the required qualifications and skills, and identifies strategies to increase employability among record management students. The research will use a quantitative approach, including online surveys and questionnaires, with respondents graduating from records management courses. The expected findings will provide insights into the factors influencing undergraduate students' employability and strategies to overcome these issues.

Enhancing athletic well-being is integral to optimizing sports performance and overall health. Social support serves as a vital component in fostering athletic well-being, offering emotional, tangible, and informational assistance to athletes. This study examines the social support experienced by SUKMA athletes, focusing on support from friends, family, and significant others throughout their sports engagement. The primary objective is to explore the relationship between social support and psychological well-being among SUKMA athletes in Negeri Sembilan. A sample of 298 athletes completed the Multidimensional Scale of Perceived Social Support and Psychological Well-being Scale. Findings reveal family support as the predominant source of social support, followed by significant others and friends. Notably, significant others exhibit a significant relationship with all elements of psychological well-being. Further research should delve into the nuanced dynamics of social support in athletic contexts through longitudinal and qualitative studies. Strategies to bolster social support networks within sports settings are recommended to enhance athletes' mental health and performance. Moreover, the study lays the groundwork for future research to explore the complexities of social support in athletic environments, advocating for longitudinal and qualitative approaches to better understand these dynamics.

There is a growing concern about sustainability reporting as stakeholders increasingly recognize the importance of sustainable and ethical business practices. Investors, consumers, and regulatory bodies are demanding greater transparency and accountability from firms regarding their sustainability and ethical corporate behavior. Accordingly, the objective of this paper is to examine the significant influence that sustainability reporting can exert on a firm's financial performance and overall worth. By employing three predominant theoretical frameworks: stakeholder theory, legitimacy theory, and signaling theory. The findings mostly show that sustainability reporting increases firm value. Reputational capital, investor confidence, and long-term financial performance improve for firms that report their sustainability performance. However, sustainability reporting affects business value through complicated mechanisms that include regulatory contexts, industry characteristics, and disclosure quality. Although positive associations were found, sustainability reporting's effects on firm value need further studies. Research should uncover the mediating variables and contextual elements that promote this association. Researchers can provide more detailed insights into how sustainability reporting might strategically boost firm value, improving corporate sustainability and financial performance. The findings of this study would provide an important contribution to firms and stakeholders. Firms that prioritize sustainability contribute to the well-being of communities and the environment. Further, with greater transparency, the public can hold companies accountable for their actions, and support firms that demonstrate genuine commitment to sustainability.