Abstract:Purpose
To 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 Generation Y plays a substantial role in online purchases. Therefore, this study aims to examine the actual use of small business websites based on the UTAUT2 among Generation Y.
Design/methodology/approach
A total of 375… Show more
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