Generation Y’s behavioural usage of small businesses’ retail websites: gender difference

PurposeTo better understand continuities and changes in consumer behaviour, it is also important to examine the original antecedents of unified theory of acceptance and use of technology 2 (UTAUT2). Studying Generation Y is crucial for developing competitive online marketing strategies, as Generatio...

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Veröffentlicht in:	Journal of Science and Technology Policy Management 2024-11, Vol.15 (6), p.1202-1222
Hauptverfasser:	Lim, Allen, Goi, Chai Lee, Dell, Peter, Goi, Mei Teh
Format:	Artikel
Sprache:	eng
Schlagworte:	Airlines Behavior change Companies Consumer behavior Consumers Customer satisfaction Customers Design factors Digital literacy Electronic commerce Females Gender Government procurement Habits Influence Internet Loyalty Males Marketing Millennials Mobile commerce Motivation Pleasure Retail stores Secondary schools Small business Social motivation Technology Acceptance Model Technology adoption User satisfaction Variables Websites
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