Generation Y’s behavioural usage of small businesses’ retail websites: gender difference
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 Generat...
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| Main Authors: | , , , |
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| Format: | Article |
| Published: |
2023
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| Subjects: | |
| Online Access: | https://library.oum.edu.my/repository/1555/ |
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| Institution: | Open University Malaysia |