Tze Wei Liew

Multimedia University | mmu

Mobile phishing has emerged as one of the most severe cybercrime threats; thus, research must examine the factors affecting people’s likelihood of becoming instant messaging phishing targets. In this study, we draw on the cyber-routine activity theory (Cyber-RAT) and heuristic-systematic model (HSM) to predict Gen-Zers’ phishing susceptibility. Bas...

Gamification has become prevalent in educational settings, particularly in human-centered software engineering. Using gamified learning environments for comprehending software engineering concepts can significantly enhance students’ human factors, including motivation, engagement, and cognitive and critical thinking skills. Software requirements en...

Digital Game-Based Learning (DGBL) combines gamification with educational content to create engaging learning experiences tailored to today’s learners. Non-Playable Characters (NPCs), integral to many video games, are computer-generated characters controlled by game algorithms rather than players. Despite their prominence in gaming, research on NPC...

Purpose: Crowdfunding is a trending innovative strategy that startups, entrepreneurs, and small businesses employ to secure funds. In this study, we adopt the Transfer Trust Theory as a primary framework to examine how trust in the fundraiser and crowdfunding platform, familiarity, information quality, and innovativeness influence the intention to...

Social media usage has increased tremendously in recent years. However, when users cannot control their social media usage, it might have some negative impacts on personal and social life, which lead to the cyberloafing phenomenon. This study aims to examine the influence of cyberloafing activities (sharing, shopping, gaming, accessing online conte...

This paper explores the determinants of voice commerce technology acceptance among Malaysian consumers, focusing on perceived intelligence and anthropomorphism. Drawing upon the Unified Theory of Acceptance and Use of Technology (UTAUT) and AI attributes frameworks, the research model, encompassing perceived intelligence, anthropomorphism, performa...

In a post-pandemic era, digitalization is embedded in all service sectors, including the food industries. Today’s restaurant industry faces increased competition and the need to adapt to changing consumer preferences for competitive pricing, convenience, and reliable food delivery. In this study, we explore the factors that shape the continued purc...

This work investigates the factors influencing the continuous adoption of mobile stock trading applications among Gen-Z traders in Malaysia. A research model was proposed based on the Technology Acceptance Model, social influence, trust, and perceived security. We employed the Partial Least Squares Structural Equation Modelling to assess the model...

While readily available fintech products are in rise for consumers, the lack of basic fintech literacy (FTL) may preclude them fully utilize its benefits. This study aims to investigate FTL, and then identifies if actual financial literacy, perceived financial literacy and demography predict FTL. Using millennials from Malaysia, the study reports t...

While researchers' interest in online impulsive buying is increasing, there is currently a paucity of research that examines at consumers impulse purchase urges while communicating with sellers utilizing instantaneous messaging services. Categorizing cognition into normative evaluation, this study examines normative evaluation influences on consume...

An instructor may express disappointment in the educational milieu when learning effort and performance do not meet expectations. The socio-emotive feedback can signal to learners that more effort is warranted to reduce the gap between the current achievement and optimal expectations. In this study, we examine if a pedagogical agent's expressing di...

This study addresses the adoption intention of ANA Chatbot, developed as part of the "Chup! Jom Sembang Seks" (translated as "Wait a minute! Let's Talk about Sex") campaign in Malaysia. ANA Chatbot provides youths with comprehensive sexual and reproductive health (SRH) information, empowering them in this vital aspect of their lives. Despite the em...

The number of mobile shopping among online consumers has risen and shopping through mobile devices has become a common activity around the world. Nowadays, consumers are more relying on recommendations online, especially from social media influencers. Therefore, the product or brand presented by the social media influencers will directly impact the...

Romance has never felt the same way since the inception of online dating. A match is made not in Heaven but in the Cloud. Swiping profiles could sweep someone’s feet off. This work aims to assess the factors predicting the continuous use intention of online dating applications among young Malaysians through the lens of the UTAUT2 model and privacy...

An instructor in an e-learning video can identify as a human or a computer agent. Relatedly, they can project a human-recorded voice or a machine-voice generated from a classical text-to-speech engine. This study examines the effects of an e-learning instructor’s identity and voice cues on an instructor’s social ratings, learners’ cognitive load, a...

TikTok is one of the most widely used platforms popular among young adults and teenagers and had over 800 million monthly active users in 2020. TikTok enjoys significant user acquisition growth with a rise in brands appearing on the platform. This study explores how TikTok influences consumer impulse purchase behaviour in Malaysia through the lens...

The purpose of this research is to fill gaps in the literature by focusing on gender differences in perceptions of phishing susceptibility among Malaysian university students. Based on the Heuristic-Systematic Model of information processing, a theoretical model of victimization by instant message phishing was developed. Smart PLS-SEM was used to a...

Context: The cause of cybercrime phishing threats in Malaysia is a lack of knowledge and awareness of phishing. Objective: The effects of self-efficacy (the ability to gain anti-phishing knowledge) and protection motivation (attitude toward sharing personal information online) on the risk of instant messaging phishing attacks (phishing susceptib...

While online gaming has become immensely popular today, game developers and marketers face stiff competition. For gaming industries to remain profitable despite high development costs, they must promote players' continuance intention to play online games to accrue revenues via advertisement, subscription, and microtransactions. Drawing on the Socia...

The emotional design principle avers that highly saturated warm colors in multimedia learning presentations can elevate affective-motivational, cognitive, and learning outcomes. While warm and achromatic grayscale color tones have been explored extensively, relatively less research examines the effects of cold colors in multimedia learning. This st...

The onset of the Fourth Industrial Revolution has emphasized the importance of four 21st century skills: collaboration skills, creativity skills, critical thinking skills and communication skills. From the literature, communication skills are important for Chemical Engineering students. However, a number of studies showed that students faced proble...

The adoption of cashless payment methods compels impulse buying. This research studies impulse purchase behavior by focusing on E-wallet app characteristics, a field where empirical research is still scarce. This paper is aimed at developing and testing a theoretical model to examine a moderated mediation model of mobile wallet app characteristics...

Purpose The purpose of this paper is to understand the influence of exposure to motivated offenders who may alter the vulnerability levels to phishing victimization. This is particularly focused on explaining the influences of individuals’ online lifestyles and attitudes toward information sharing online on phishing susceptibility. Design/methodol...

Modern text-to-speech voices can convey social cues ideal for narrating multimedia learning materials. Amazon Alexa has a unique feature among modern text-to-speech vocalizers as she can infuse enthusiasm cues into her synthetic voice. In this first study examining modern text-to-speech voice enthusiasm effects in a multimedia learning environment,...

Purpose This study aims to examine if a pedagogical agent’s expressed anger, when framed as a feedback cue, can enhance mental effort and learning performance in a multimedia learning environment than expressed happiness. Design/methodology/approach A between-subjects experiment was conducted in which learners engaged with a multimedia learning ma...

This study investigates the factors influencing Generation Y and Z’s satisfaction and perceived enjoyment of using E-wallet. This paper further assesses whether consumers perceived enjoyment and satisfaction with using E-wallet would significantly affect their impulsive buying behavior. PLS-SEM was conducted based on 201 valid responses from active...

Most chatbot interfaces in contemporary m-commerce platforms feature a single chatbot that provides recommendations for all product categories. Nonetheless, there is an emerging research interest in multi-chatbot systems designating multiple chatbots as product/domain-specific advisers. Given the dearth of studies investigating the effects of multi...

Emotional design refers to imbuing a multimedia learning environment with design attributes that promote learners’ positive affect and motivation to enhance learning. One such feature is anthropomorphism, in which human-like attributes are infused into learning elements in a multimedia learning environment. This study examines the affective, motiva...

Infodemic refers to the influx of inaccurate or deceptive information on social media during a pandemic. The sharing of unverified COVID-19 information on social media is pervasive in Malaysia, which leads to adverse consequences stemming from misinformation, disinformation, and mal-information. Drawing upon the cognitive load theory (CLT) and self...

The COVID-19 pandemic has brought a shift from the physical classrooms to online learning environments. While this shift has been perceived as beneficial in many ways, the absence of physical interactions within online learning platforms poses challenges for English language learners to practice their English communications skills. Nonetheless, the...

Consumer's impulsive behavior affects the sales and revenue of the merchants or businesses. This study adopts the Stimulus-Organism-Response (S-OR) Model to examine the impact of users' E-wallet usage behavior on impulse buying. The results obtained from 199 valid online questionnaires show that the perceived enjoyment of using an E-wallet positive...

Artificial agents such as embodied virtual agents, chatbots, voice user interface agents, and robots simulate human roles for dispensing information to people. According to the computers-are-social-actors paradigm, people respond to these technological artifacts with the same social rules originated from human-to-human social routines despite recog...

The COVID‐19 crisis that resulted in diminished close contact interaction and increased financial volatility could influence consumer's perception toward online automated financial robo‐advisor, in order to manage their financial planning. Based on the data collected (i.e., between February [9 reported cases] and March [36 reported cases] 2020) wit...

Emotional design features can be incorporated into educational multimedia to positively influence learning outcome, emotional state, and cognitive load of learners. A systematic review of studies on emotional design for educational multimedia materials (n=32) was conducted to explicate the different qualities surrounding the multimedia interface (i...

Drawing upon the computers-are-social-actors (CASA) paradigm, this study examined the effects of designing conversational commerce chatbots with expertise cues. Accordingly, these cues were operationalized through designation of chatbots as product-specific advisers, dialogues containing expertise-cued labels and social descriptors (e.g., "I am you...

Technology has been vastly used in learning context for the purpose of enhancing students' learning performance. The integration of computer in language teaching and learning is growing. In particular, the computer game-based student response systems such as Kahoot! application is implemented by some educators in their teaching classesto improve st...

The present study explored the effects of naturalism-stylization visual style of embodied virtual agents in an e-commerce website. An experiment was conducted in which participants (n=110) were paired with either the naturalistic or stylized agent that simulated the roles of a virtual sales assistant. It was shown that stylized agent produced signi...

Purpose This study aims to examine the effects of voice enthusiasm (enthusiastic voice vs calm voice) on social ratings of the speaker, cognitive load and transfer performance in multimedia learning. Design/methodology/approach Two laboratory experiments were conducted in which learners learned from a multimedia presentation about computer algorit...

Imagine walking into a department store to shop for various products. Based on the social heuristics related to expertise, you would likely favor and trust the advice conveyed by a product specialist dedicated to his/her product base than by a generalist advisor who opines on all product categories. As per the computers are social actors theory, th...

Purpose The aim of this paper is to examine the effects of a learner’s regulatory focus orientation and message frame of a motivational virtual agent in an e-learning environment. Design/methodology/approach On the basis of quasi-experimental design, university sophomores ( n = 210) categorized as chronic promotion-focus, chronic prevention-focus...

Virtual agents can be integrated in e-learning environments to encourage learning behavior through persuasive and motivational messages. In this study, we aimed to investigate the effects of agent's message-frame, i.e., gainframe and loss-frame on cognitive load and intrinsic motivation of learners interacting with motivational virtual agent in an...

In a traditional classroom environment, instructor enthusiasm has been shown to enhance student’s emotion, affective perceptions, intrinsic motivation, and cognitive outcome. Additionally, emotional response theory argues that enthusiastic verbal and nonverbal cues of an instructor will induce positive emotional states in learners, which in turn, e...

While prior research has examined the effects of interactive e-commerce avatars that simulate the roles of virtual assistants and recommender agents, there is lack of empirical study that investigates the effects of non-interactive talking avatars in e-commerce. This is unfortunate, as many websites today utilize non-interactive talking avatars tha...

Embodied virtual agents have been increasingly implemented in e-commerce websites to provide a more natural, social, and engaging way to deliver product information to online shoppers. The media equation theory posits that users' responses to computer agents adhere to human-to-human social rules; hence, effective designs of embodied virtual agents...

The present study aimed to test the hypothesis that a smiling expression on the face of a talking pedagogical agent could positively affect a learner's emotions, motivation, and learning outcomes in a virtual learning environment. Contrary to the hypothesis, results from Experiment 1 demonstrated that the pedagogical agent's smile induced negative...

Virtual agents are artificial intelligent artifacts that mimic natural conversations with users. The media equation posits that human-agent interaction mirrors the social cues prevalent in human-to-human relationship. As such, personality adaptation- convergence (similarity-attraction) and divergence (complementary-attraction) in human-agent intera...

The Cognitive-Affective Theory of Learning with Media framework posits that the multimedia learning process is mediated by the learner's mood. Recent studies have shown that positive mood has a facilitating effect on multimedia learning. Though literature has shown that negative mood encourages an individual to engage in a more systematic, elaborat...

The present study examined the relationship among learners' differences, behaviors in manipulating variables, and learning achievements in a simulation-based program that supports discovery learning in the subject of C-programming algorithm. Participants (n = 66) took the Group Embedded Figures Test, Action Control Scale, and Computer Self-Efficacy...

The main objective of this study was to ascertain if the effectiveness of conversational narrations and non-conversational narrations in multimedia environment will be mediated by learners' field dependence and gender. S3 participants (23 field dependent and 28 field independent subjects) were randomly divided to interact with either one of the two...

The present study examined the impact of peer-like and expert-like agent stereotypes, as operationalized by agent's image and voice, on learners' agent perceptions, task-related attitudes, and learning achievement. 56 university freshmen (23 males and 33 females) interacted with either the peer-like agent (female college student) or the expert-like...

In this article, the effects of personalized narration in multimedia learning on learners' computer perceptions and task-related attitudes were examined. Twenty-six field independent and 22 field dependent participants studied the computer-based multimedia lessons on C-Programming, either with personalized narration or non-personalized narration. T...

This present study investigated the causal relationships among the dimensions of consumer-based brand equity in the context of service shop; and to improve the conceptualization of service quality, which serves as a sub-dimension of perceived quality. A total of 602 self-administrated questionnaires were distributed via non-probability sampling. Fi...

The objective of this study is to examine to what extent that gender serves as moderating variable in the context of consumer-based brand equity model. A total of 525 data was collected through non-probability sampling. Independent t-test was firstly employed. The invariance test was subsequently conducted to make certain whether the components of...