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

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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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Bibliographic Details
Main Authors:	Lim, Allen, Chai , Lee Goi, Dell, Peter, Goi, Mei Teh
Format:	Article
Published:	2023
Subjects:	HB Economic Theory HB615 Entrepreneurship HD28 Management. Industrial Management
Online Access:	https://library.oum.edu.my/repository/1555/

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