BUKU ABSTRAK - Universiti Putra Malaysia

Aquaculture Industry Potential and Issues: A Case from Cage Culture System
Entrepreneurs: Suggestions for Intensification of Aquaculture Industry
Assoc. Prof. Dr. Jegak Uli
Ahmad Faiz Abdul Nasir, Khairuddin Idris, Hayrol Azril Mohamed Shaffril and Jeffrey Lawrence D’Silva
Institute of Social Science Studies, University Putra Malaysia,
43400 UPM Serdang, Selangor, Malaysia.
+603-8946 8599; hayrol82@gmail.com
Keywords: Cage culture system, entrepreneurs, potentials and problems
The Effects of Value Orientations and Perceived Benefits on Online Shopping
Behaviour
Assoc. Prof. Dr. Laily Paim
Narges Delafrooz and Ali Khatibi
Faculty of Human Ecology, University Putra Malaysia,
43400 UPM Serdang, Selangor, Malaysia.
+603-8946 7051; laily@putra.upm.edu.my
Keywords: Online shopping, value orientations, perceived benefits
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Social Sciences
Cage culture has become a popular aquaculture system nowadays. To further intensify this economic activity
the Ministry of Agriculture and Agro-based Industry (MOA) through the DOF has zoned the aquaculture industry
via Aquaculture Industry Zone (ZIA) Programs throughout Malaysia. The main focus of this paper is to clarify
all the potentials and problems faced by the cage culture system entrepreneurs in running their aquaculture
activity. This study was a qualitative case study that provided an in-depth description of potentials and issues in
aquaculture industry in the district of Kuala Pahang, Malaysia. Data was gained using a Focus Group Discussion
(FGD) among the cage culture system entrepreneurs guided by an interview guide. Ten cage culture entrepreneurs
were selected as the FGD members. The questions served as a guide, but allowed respondents freedom and
flexibility in their answers. The cage culture system was found to provide better income that lead to a higher
quality of life for the entrepreneurs, positive intangible values existed among the entrepreneurs; experiences have
taught them to become self independent. There were problems identified such as no independence in selecting the
fingerlings, environmental problems seem to burden them, unstable pellet price, no official agreement between
them and the government emphasizing the portion of the river is given to them for running their business and lot
of bureaucracies that the entrepreneurs need to face. It can be concluded that even though cage culture industry
proved to enhance the level of income and quality of life, a number of problems must be overcome first to further
enhance their level of income and quality of life. Therefore, there is a need for the related agencies to provide
more financial supports help to solve the environmental problems and further develop their administration aspects
to reduce issues such as bureaucracy and official agreement.
The rising trend in internet purchasing provides a growing prospect for e-marketing in Malaysia. The Theory
of Reasoned Action (TRA) and Technology Acceptance Model (TAM) provide a valid basis for explaining and
predicting consumers’ online shopping behaviour. This study aims to determine (1) the effect of value orientations
on consumers attitude towards online shopping, and (2) how does perceived benefits motivate consumers to shop
online. A total of 370 graduate students participated in the study, and data were collected using self-administered
questionnaire. The instrument for online shopping attitude demonstrated acceptable levels of internal consistency,
content validity and construct validity (factor analysis). Cronbach’s alpha coefficients were high in all scales,
ranging from 0.83 to 0.90. The multiple regression analysis revealed that utilitarian value orientation had high
effect (? = .115, p= .000) on attitude, while hedonic orientation had no significant effect (? = .037, p= .076) on
attitude toward online shopping. The findings of the study implied that convenience (time and money saving) (?
= .437, p= .000), cheaper prices (? = .206, p= .000) and wider selection (? = .243, p= .000) were dominant factors
that motivate consumers to shop online. Success in creating highly favorable attitude toward online shopping by
enhancing the perceived benefit, will consequently move forward the online marketing rigorously.