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DO MONEY ATTITUDE, FRUGALITY, BRAND AND PRICE CONSCIOUSNESS AFFECT DIFFERENTLY ON USER EXPERIENCE (UX) OF 1MALAYSIA STUDENT DISCOUNT CARD AND ITS CONSEQUENCES BETWEEN GENDER?

This paper examines the effect of hypothesized predictors of user experience of 1Malaysia Higher Education Institution Student’s Discount Card which are frugality, perceived value and price consciousness. The relationship between user experience (UX) of 1Malaysia Student Discount Card is hypothesized to influence the students’ advocacy intention. A survey was conducted at 6 Public Higher Learning Institutions and 5 Private Higher Learning Institutions in Malaysia. The research model was tested and confirmed with the 1,000 users of the student’s discount card, which were obtained via structured questionnaires. The data was analyzed using SPLS, which is the variance-based structural equation modeling. The results evoked from the survey indicate that perceived value and frugality are significance predictors of UX, however surprisingly price consciousness is not. UX with KADS1M has significance influence on students’ intention to advocate the benefits of KADSIM to others. In light of the major finding, this study accentuates the importance of perceived value as the strongest predictor of user experience. The paper sets forth the management implications, specifically in delivering effective Higher Learning Institution’s student’s discount card.