Malaysia has a multiple number of traditional medical systems that represent of several ethnic varieties of its community. These can be cluster into four main group namely, traditional “native”, traditional Indian, traditional Chinese, and modern medicine. This study was conducted to identify the moderating effects of races on the relationships between safeness, efficacy, trust, holistic view and health awareness, and feeling of TCM usage. About 288 self-administered questionnaire data analysis was carried out using Structural Equation Modeling Approach to the public in Labuan and Sabah, East Malaysia. The moderating effect of races on the relationships between predictor variables such as safeness, efficacy, trust, holistic view and health awareness and criterion variable (i.e. feeling) was evaluated. The study showed that holistic balance view of TCM not significantly influences the TCM usage. Thus, the results of this study are importance to the practical industry application and future research.

Introduction: Facing extensive competition, the marketers and producers of herbal medicine products (HMP) should pay more concern to maintaining repeat purchases and keeping customers loyal with their products.  Purpose: This study aims to (1) propose the dimensions of consumer perceived value (CPV) for HMP; and (2) propose a conceptual framework to test CPV influences on consumption behavior, repurchase intention and customer loyalty.  Methodology: The value dimensions of HMP included functional value (price), functional value (quality), social value, emotional value (feeling), and conditional value (holistic treatment value).  CPV was proposed as an antecedent of repurchase intention and customer loyalty.  Implications:  A conceptual framework with a second-order multi-dimensional CPV as the antecedent of repurchase intention and customer loyalty was proposed.  This article proposed a conceptual framework to analyze the influence of value dimensions on HMP.  This could provide useful theoretical insights into the values perceived in HMP consumption behavior.

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The COVID-19 pandemic has had a profound effect on communities worldwide, with governments imposing restrictions on movement, global vaccination, quarantine, social distance measures, stay-at-home policies, and other preventative measures such as mandatory use of face masks. Despite widespread agreement that symptomatic individuals and those working in healthcare settings should continue to use the face mask following COVID-19 vaccination, discrepancies were observed in the public and societies raising awareness among Malaysian millennials. Global efforts to develop a vaccine have been accelerated to alleviate the growing burden of COVID-19. Thus, vaccination significantly decreased adverse outcomes such as non-ICU hospitalisation, as well as ICU hospitalisation and death, in several countries. Similarly, during the COVID-19 pandemic, the use of face masks by the Malaysian population, particularly the millennial generation, became widespread. However, few studies have been conducted on the millennials' willingness to continue using face masks following their COVID-19 vaccination programme in Malaysia. The purpose of this study is to gain insight into the factors that influence millennials' willingness to wear face masks following their COVID-19 vaccination programme in Malaysia. The application of the Theory of Planned Behaviour (TPB) as the guiding principle relationship enables an understanding of the millennials' continued intention to use a face mask following the COVID-19 vaccination. The hypotheses were tested using a partial Least Squares-Structural Equation Modeling (PLS-SEM) approach. The study's significance is that it advances the theoretical methodology and has practical implications for the public, scholars and practitioners, marketers, healthcare, and government in terms of prioritising willingness to continue using face masks following COVID-19 vaccination among Malaysian millennials.

Malaysia has a multiple number of traditional medical systems that represent of several ethnic varieties of its community. These can be cluster into four main group namely, traditional "native", traditional Indian, traditional Chinese, and modern medicine. This study was conducted to identify the moderating effects of races on the relationships between safeness, efficacy, trust, holistic view and health awareness, and feeling of TCM usage. About 288 self-administered questionnaire data analysis was carried out using Structural Equation Modeling Approach to the public in Labuan and Sabah, East Malaysia. The moderating effect of races on the relationships between predictor variables such as safeness, efficacy, trust, holistic view and health awareness and criterion variable (i.e. feeling) was evaluated. The study showed that holistic balance view of TCM not significantly influences the TCM usage. Thus, the results of this study are importance to the practical industry application and future research.