Book

This book examines MacBook-related purchase orientation among students at Universiti Kebangsaan Malaysia (UKM). Using an extended Technology Acceptance Model, it considers functional quality, economic value and constraint, symbolic brand image, ecosystem compatibility, perceived usefulness, ease of use and attitude. Drawing on 936 valid survey responses, the study applies reliability checks, factor analysis and regression to explore how these factors relate to students' technology preferences. The findings suggest that academic usefulness, convenience, identity and ecosystem integration all matter, while financial constraints have a more complex relationship with purchase orientation. The book also discusses implications for marketers and higher education, alongside the limits of convenience sampling, self-reported data and overlapping measures. It offers an exploratory case study for readers interested in consumer behavior, student purchasing intentions and technology acceptance in Malaysia.