Muhammad Asyraf Mohd Kassim
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Preferred name
Muhammad Asyraf Mohd Kassim
Official Name
Muhammad Asyraf, Mohd Kassim
Alternative Name
Asyraf, Muhammad
Mohamed Kassim, Muhammad Asyraf
Kassim, Muhammad Asyraf Mohd
Main Affiliation
Scopus Author ID
57191410039
Researcher ID
AAE-3270-2020

Research Output

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  • Publication
    Exploring determinants of safety behavior in Malaysian SMEs manufacturing firms: an extended conceptual model
    ( 2023)
    Nur Shazliaida Shaidan
    ;
    Muhammad Asyraf Mohd Kassim
    Occupational accidents have resulted in numerous fatalities and injuries across industrialized and developing nations. Every year, millions of workers lose their lives and suffer from non-fatal injuries due to occupational accidents. Inadequate documentation and notification systems, particularly in developing countries, have resulted in ineffective measures to address occupational accidents, leading to the absence of globally recognized standards for addressing occupational accidents. Organizations still rely on baseline occupational safety measures statistics to enhance worker safety, despite the underreporting of accident data. This study aimed to develop an extended safety model to investigate the effects of safety behavior in small and medium enterprises (SMEs) manufacturing in Malaysia. Research priorities and questions on determinants of workplace safety behavior can be explored by utilizing the model, resulting in a more focused and efficient approach to improving workplace safety. This model serves as a valuable tool for informing policies and practices necessary to protect and enhance workplace safety and workers' well-being.
  • Publication
    Risky riding behaviours among p-hailing riders in Malaysia: Implications for business operations and workforce safety in the Gig economy
    (Universiti Malaysia Perlis (UniMAP), 2025-02)
    Muhammad Safizal Abdullah
    ;
    Adi Anuar Azmin
    ;
    Muhammad Asyraf Mohd Kassim
    Road accidents involving p-hailing riders have become a pressing issue for both road safety and gig economy operations, as these workers juggle demanding delivery schedules under challenging urban conditions. This study aims to identify which specific unsafe acts, rather than aggregate categories, are most frequently performed by p-hailing riders in Malaysia. Adopting a quantitative, descriptive approach, the research employed stratified sampling across Penang, Kedah, and Perlis, followed by convenience sampling at rider-frequented locations to secure a diverse sample. Data were collected via a self-administered survey using a validated 12-item Risky Riding Behaviour (RRB) scale, measured on a 5-point Likert scale. Analysis revealed key risky behaviours, including accelerating at nearly red traffic lights, riding faster than usual during deliveries, and disregarding traffic signs. Younger riders, those with less experience, and individuals working longer hours or greater distances, as well as those relying on p-hailing as a primary income source, reported notably higher levels of these unsafe practices. Drawing on Moral Disengagement Theory, the findings show how riders rationalise their actions as necessary responses to time pressure, financial imperatives, or job demands. Based on these insights, the study recommends hazard perception training, safety-focused incentive programmes, improved workload management, and time-of-day-specific enforcement. From a theoretical perspective, the item-level analysis refines our understanding of moral disengagement by demonstrating how distinct behaviours are selectively justified. Ultimately, this research offers actionable guidance for enhancing rider safety and ensuring sustainable, efficient operations in the p-hailing sector.
  • Publication
    A partial least square approach to predict direct and indirect effects of personality traits, aggressive driving and accident proneness: An integrated safety and logistics framework
    ( 2020-08-01)
    Muhammad Asyraf Mohd Kassim
    ;
    Hanan S.A.
    ;
    Abullah M.S.
    ;
    Aziz A.B.
    ;
    Hong C.P.
    Accident Proneness is still a new concept in road safety studies in Malaysia. The study aims to examine the measurement model of personality traits, aggressive driving and accident proneness in a large sample of Malaysian licensed drivers. A further aim is to investigate both direct and indirect effects of personality traits and direct effects of aggressive driving on accident proneness. Data were collected using by-hand survey. Participants were 732 fully licensed motor vehicle drivers, including 490 males and 242 females who completed a questionnaire including the Five Factor Personality Traits, Aggressive Driving, items related to drivers' accident records and demographic characteristics. The result of PLS-SEM analysis revealed satisfactory measurement model of five factor personality traits, aggressive driving and accident proneness with acceptable convergent and discriminant validity. The results further show that the personality traits of conscientiousness negatively relate to accident proneness and aggressive driving. Openness to experience and aggressive driving are positively related to accident proneness while agreeableness is negatively related to aggressive driving and neuroticism is positively related to aggressive driving. In addition, the results show that agreeableness, conscientiousness and neuroticism have indirect effects on accident proneness through aggressive driving.
      7  16
  • Publication
    Enhancing Organizational Commitment through Effective Computer Communication Practices: A Proposal for Malaysian Organizations
    ( 2023-11-01)
    Ain Zuraini Zin Aris
    ;
    Azlini Che Hassan
    ;
    Muhammad Asyraf Mohd Kassim
    This research aims to explore and propose effective computer communication practices that can enhance organizational commitment in the Malaysian context. As organizations in Malaysia increasingly adopt Computer-Mediated Communication (CMC) tools and digital platforms for collaboration, it becomes crucial to understand how these practices influence employees’ commitment to their organizations. This study will identify the specific challenges and opportunities related to CMC in the Malaysian workplace, explore cultural factors, leadership styles, and organizational characteristics that impact organizational commitment, and propose strategies to optimize computer communication to foster higher commitment levels. By addressing the unique needs and dynamics of Malaysian organizations, this research will contribute to the development of tailored approaches to enhance organizational commitment through computer communication practices.
      1  24
  • Publication
    Safety knowledge - a systematic literature review
    ( 2024)
    Nur Shazliaida Shaidan
    ;
    Muhammad Asyraf Mohd Kassim
    ;
    Ummi Naiemah Saraih
    ;
    Mohd Fitri M.
    ;
    Muhammad Safizal Abdullah
    ;
    Wan Mashumi Wan Mustafa
    Safety is an imperative element within organisations, including the manufacturing industry in Malaysia, and prioritising safety knowledge is essential for establishing a secure working environment. This paper provides a comprehensive review of current research on safety knowledge, specifically focusing on the influential factors, given that this predictor has received serious attention in the occupational safety literature in manufacturing organisations. The review discusses the concept of safety knowledge, factors influencing safety knowledge and gaps in the literature in previous studies. The final section of the paper offers a discussion on potential avenues for future research and concludes with insights pertinent to this study’s findings.
      2  28
  • Publication
    Investigating the influence of time pressure on risky riding behaviour among P-hailing riders in Malaysia: the mediating role of moral disengagement
    ( 2024-10)
    Muhammad Safizal Abdullah
    ;
    Adi Anuar Azmin
    ;
    Muhammad Asyraf Mohd Kassim
    This study investigates the impact of time pressure on risky riding behaviour among p-hailing riders in Malaysia, with moral disengagement as a mediating factor. Drawing on Bandura's Moral Disengagement Theory and the Job Demand-Resources (JD-R) Model, the research explores how time pressure influences these behaviours. A survey of 200 respondents, selected through stratified convenience sampling, was conducted across three Northern States in Malaysia, namely Perlis, Kedah, and Penang. Data analysis using Partial Least Squares Structural Equation Modelling (PLS-SEM) reveals that time pressure significantly increases risky riding behaviour, with moral disengagement significantly mediates this relationship. The study finds that younger and less experienced riders are particularly susceptible to time pressure effects. Demographic data indicate that 80% of riders are under 35 years old, with 75% having less than three years of experience. Based on these findings, the research emphasises the need for targeted interventions, including specialised training programmes and improved workload management strategies, to mitigate risks associated with p-hailing. The study contributes to a deeper understanding of the role of a cognitive mechanism factor in influencing risky riding behaviours among p-hailing riders and provides valuable insights for enhancing road safety measures. Future research directions are suggested, including exploration of additional cognitive mechanisms that may impact risky riding behaviours in this context.
      3  96
  • Publication
    Partial least squares approach for predicting turnover intention: The role of workplace violence and burnout among medical frontliners in Malaysia
    ( 2021-05-03)
    Muhammad Asyraf Mohd Kassim
    ;
    Muhammad Safizal Abdullah
    ;
    Wan Mashumi Wan Mustafa
    ;
    Ahmad Khairi Yahya
    The paper aims to investigate the relationship between workplace violence, occupational burnout and turnover among nurses in Malaysia. Self-administered questionnaires were distributed to 420 nurses at public hospitals in the Northern part of Malaysia. The results were then analyzed using the Social Sciences Statistical System (SPSS) and the Structural Equation Model (PLS-SEM) Partial Least Squares. The findings indicate that workplace violence and occupational burnout were positively significant with turnover. At the end of the paper, forwarded a few suggestions and recommendations based on the finding.
      1  27
  • Publication
    Exploring determinants of safety behavior in Malaysian SMEs manufacturing firms: an extended conceptual model
    ( 2023-12)
    N. S. Shaidan
    ;
    Muhammad Asyraf Mohd Kassim
    Occupational accidents have resulted in numerous fatalities and injuries across industrialized and developing nations. Every year, millions of workers lose their lives and suffer from non-fatal injuries due to occupational accidents. Inadequate documentation and notification systems, particularly in developing countries, have resulted in ineffective measures to address occupational accidents, leading to the absence of globally recognized standards for addressing occupational accidents. Organizations still rely on baseline occupational safety measures statistics to enhance worker safety, despite the underreporting of accident data. This study aimed to develop an extended safety model to investigate the effects of safety behavior in small and medium enterprises (SMEs) manufacturing in Malaysia. Research priorities and questions on determinants of workplace safety behavior can be explored by utilizing the model, resulting in a more focused and efficient approach to improving workplace safety. This model serves as a valuable tool for informing policies and practices necessary to protect and enhance workplace safety and workers' well-being.
      54  1
  • Publication
    Purchase intention on cars among Malaysian in the central region of Malaysia
    ( 2022-10)
    Aidil Hanafi
    ;
    Wan Mashumi Wan Mustafa
    ;
    Muhammad Asyraf Mohd Kassim
    ;
    Muhammad Safizal Abdullah
    ;
    Nurshahirah Salehuddin
    Profits are necessary for the survival of every business in the world. However, it may be difficult if the company is unable to attract new customers or meet their demands, particularly in a competitive market dominated by vehicle businesses that may rely on monthly sales to survive. Therefore, it is vital to determine the elements that influence vehicle transportation purchase intention. To this end, this study utilised a quantitative approach and questionnaires were sent to residents in Malaysia's central region. Successfully gathered 381 questionnaires, which were distributed to the respondents. Analyses were performed using Statistical Package for the Social Sciences (SPSS) software and Smart Partial Least Square (PLS) software. Demographic analysis was executed by using SPSS and Smart PLS to test the measurement and structural model. Various variables were analysed, including customers’ belief, product quality, brand information, and customers’ perception, that might influence purchase intention. According to the study's findings, customers’ beliefs, brand information, and customers’ perception had a substantial positive relationship with purchase intention. Explanation of the current research offers substantial theoretical and practical value and ideas for increasing vehicle company clients and sales.
      2  24
  • Publication
    Examining the influence of riding distraction on risky riding behavior among P‐hailing riders in Malaysia: the mediating role of moral disengagement
    ( 2024)
    Muhammad Safizal Abdullah
    ;
    Adi Anuar Azmin
    ;
    Muhammad Asyraf Mohd Kassim
    Road traffic accidents involving motorcyclists are a significant public health issue in Malaysia, with p‐hailing riders particularly vulnerable. This study investigates the influence of riding distraction on risky riding behavior among p‐hailing riders in Malaysia, focusing on the mediating role of moral disengagement. Drawing on Bandura’s Moral Disengagement Theory and the Job Demand‐Resources (JD‐R) model, this research explores how distractions, such as mobile phone use and navigation adjustments, contribute to moral disengagement and subsequently lead to risky riding behaviors. A sample of 200 p‐hailing riders, representative of the broader rider population, was analyzed using Partial Least Squares Structural Equation Modeling (PLS‐SEM) to test the hypothesized relationships. The findings reveal that riding distraction significantly increases risky riding behavior and that this relationship is partially mediated by moral disengagement. These results underscore the importance of addressing external distractions and cognitive justifications to improve road safety among p‐hailing riders. The study recommends implementing specific interventions such as strict mobile phone usage policies and targeted training programs to reduce risky behaviors. These findings have the potential to inform policy and enhance safety practices for p‐hailing riders, thereby reducing the incidence of road traffic accidents in this high‐risk group.
      4  98