Behavior study of consumers' expenditure at Cybercafe / Mohd Fazmi Hussin

The research objective is to study behavior pattern of consumer’s spending at cybercafé by estimating a regression equation. It is also to investigate whether services, location, facilities, and hygiene significantly influencing people to spend at cybercafé. Then it is determine which is the strongest factors that influence people to spend at cybercafé in Kota Bharu, Kelantan. The purpose of this study is to investigate the factors that influence the behaviour of consumers’ expenditure at cybercafé. The study is conducted in Kota Bharu, Kelantan. The respondents of this study are people who live around the city of Kota Bharu who use the cybercafé. This research chooses at least 100 respondents to reflect the study made. A total of 100 questionnaires were distributed by hand and through internet to study the behaviour of the cybercafé user in Kota Bharu, Kelantan. In this study, data is analyzed using the statistical software known as Statistical Package for Social Science (SPSS). The purpose is to assess the survivability of cyber café through customer’s willingness to spend. Mean calculated is used to derive the regression equation. The research findings show that the most factors influenced the average monthly spending at cybercafé by the user. Besides, the findings show that the strongest factor influenced the average monthly spending is hygiene. For the recommendation of this study made based on several logical factors and impact of current situation to the behaviour of consumers’ expenditure at cybercafé.