Lim, Allen and Chai , Lee Goi and Dell, Peter and Goi, Mei Teh (2023) Generation Y’s behavioural usage of small businesses’ retail websites: gender difference. Journal of Science and Technology Policy Management. ISSN 2053-4620
Full text not available from this repository.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 valid questionnaires were collected via a systematic sampling among Generation Y in Canada. All participants in the study had at least a high school education, were internet and computer literate, and had purchased a good/service from the retail websites of Canadian small businesses. Findings The results show performance expectancy, hedonic motivation, social influence and habit have significant effects on behavioural intentions. The habit and behavioural intentions also have significant effects on actual usage of small businesses’ retail websites. Additionally, this study supported the significant difference between male and female UTAUT2 models. Practical implications The study examines how small retail businesses can attract and retain Generation Y customers by improving their website’s performance. Performance expectancy, hedonic motivation and social influence are significant factors in determining behavioral intention. Small businesses can enhance their website usability, design and content to increase customer satisfaction and loyalty. Hedonic motivation is crucial for Generation Y customers, who seek pleasure and excitement when visiting websites. Social influence is crucial for male customers, whereas performance expectancy, hedonic motivation and habit are more important for female customers. The study also suggests that Canadian governments should encourage online purchasing to increase the usage of small retail business websites. Originality/value This study provided few valuable insights into small businesses’ retail websites behavioural intentions and actual usage between males and females in Canada.
| Item Type: | Article |
|---|---|
| Additional Information: | The article journal is available in OUM Digital Library collection. |
| Uncontrolled Keywords: | UTAUT2, Generation Y, Behavioural usage, Small businesses’ retail websites |
| Subjects: | H Social Sciences > HB Economic Theory H Social Sciences > HB Economic Theory > HB615 Entrepreneurship H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management HD Industries. Land use. Labor > HD28 Management. Industrial Management |
| Divisions: | Faculty of Business & Management |
| Depositing User: | Shahril Effendi Ibrahim |
| Date Deposited: | 07 Sep 2023 06:45 |
| Last Modified: | 07 Sep 2023 06:45 |
| URI: | http://library.oum.edu.my/repository/id/eprint/1555 |
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