Predictors determining the intention to use hotel branded mobile app among Malaysia's millennials: the mediating effect of perceived personalisation

The advent of mobile applications in the hotel industry is gaining huge popularity across Malaysia, especially among the millennial population. The advantages of using hotel mobile apps include easy and convenient access to information and services. However, the relative intention of adopting such applications among the millennial population remained under-explored. Furthermore, perceived personalisation in the context of technological adoption has been found to play a significant role. This study addresses this gap in the academic literature by adopting the mobile technology acceptance model (MTAM) as the theoretical base. The findings indicate that attitude towards adopting mobile applications coupled with perceived security plays a significant role on the intention to adopt. The study further identified a strong mediating effect of personalisation across most of the constructs. Empirical findings from this study contribute by providing useful and practical insights to the academics, mobile technologies developers and the general public.