文章基本信息

标题：Canadian Generation Ys behavioural Usage of Small Businesses Retail Websites: Gender Difference
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作者：Allen Lim Chong Guan ; Goi Chai Lee ; Peter Dell 等
期刊名称：Academy of Accounting and Financial Studies Journal
印刷版ISSN：1096-3685
出版年度：2021
卷号：25
期号：5
页码：1-21
语种：English
出版社：The DreamCatchers Group, LLC
摘要：The usage of small businesses’ retail websites in Canada is low. Online sales among Generation Y in Canada only contributed a small percentage compared to other generations, which are far lower than other developed countries. This study adopts the Unified Theory of Adoption and Use of Technology (UTAUT2) to examine critical factors in behavioral intentions and actual use of small businesses’ retail websites. A total of 375 valid questionnaires were collected via a systematic sampling among the Generation Y in Canada. The results show performance expectancy, hedonic motivation, social influence, and habit have significant effects on behavioral intentions. The habit and behavioral 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. The findings are expected to offer help and evidence for future researchers and the small business owners.
关键词：Canadian Generation;Small Business;E-commerce;Gender Difference