Measuring Malaysian M-commerce user behaviour

M-Commerce is expected to play an even larger role, with over half a billion customers following the trend to shop via mobile devices by 2016. According to the Malaysian Ministry of Tourism and Culture, tourism has been identified as one of the twelve National Key Economic Area to drive the country´s growth. This gave rise to this research objective which is to determine the attention ranking of Malaysians while booking a hotel using a mobile devise. Lab Based Usability Testing with eye tracking technology was carried out with Malaysians to achieve this objective. Results revealed that Malaysian are highly attracted to both the “booking” and “price” information, followed by the “ratings”, “introduction” and lastly the “title” of the hotel, which is in contrast to other countries.