This research contributes significantly to academic and practitioner knowledge in the areas of young generation customers' enticement for expanding the adoption of small companies and internet commerce. This is the first time that a study has been done especially on the behavioral usage of Canadian Young consumers' websites by Canadian retail businesses. The purpose of this study is to gain a better understanding of how the Canadian Young Generation engages with retail firms' websites. The research model for this study is an adaptation of the UTAUT2 paradigm. It reaffirms the literature review's usage of the modified UTAUT2 model to describe this research. This research aims to fill a need in the existing knowledge about the Canadian Young Generation's use of retail firms' websites. It is critical that additional steps to protect security and privacy, as well as to create trust, be implemented to improve the Young Generation's confidence in the retail websites of small Canadian firms. Internet costs remain high in Canada, and it is proposed that the Canadian federal government provide additional licenses to Internet Service Providers (ISPs) in order to increase competition among ISPs and therefore decrease Internet charges. Key Words: , , ,
The main purpose of this research is to explore how Canadian Generation Y consumers’ behavioral use of the Internet. This research explores to determine the factors and variables that can increase the number of Canadian Generation Y consumers’ behavior using Canadian small businesses’ retail websites. This provides information on how small business retailers are able to plan strategies and tasks to engage them. The research question is to gather qualitative data from Canadian Generation Y consumers’ on their daily Internet and online shopping activities, and security and privacy on the Internet. The rationale behind the research objectives is to better understand Canadian Generation Y’s behavioral usage of Canadian small businesses’ retail websites. As it is imperative for retail websites to be an intrinsic part of the Internet, it is therefore important to understand Canadian Generation Y’s behavioral usage of the Internet as well. This research makes a distinct contribution to the knowledge of the subject matters in the areas of Generation Y, small businesses, and the activities on the internet that are applicable to academicians and practitioners. This is the first time that research has been conducted specifically based on Canadian Generation Y consumers’ behavioral usage and activities of Consumers on the Internet.
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