文章基本信息

标题：Online Shopping Behaviours of Generation Y In Canada Behavioural Technology Adoption Models
本地全文：下载
作者：Allen Lim Chong Guan ; Goi Chai Lee ; Peter Dell 等
期刊名称：Academy of Marketing Studies Journal
印刷版ISSN：1095-6298
出版年度：2021
卷号：25
期号：6
页码：1-19
语种：English
出版社：The DreamCatchers Group, LLC
摘要：Canada's youngest generation, Generation Y, is currently the most numerous part of society, and it is rapidly surpassing baby boomers as the country's single largest segment of the labor force. Millennials (Generation Y) in Canada are the most technologically proficient generation, and the Internet is the most effective medium for communicating with them. In this moment of change, small businesses and job creation are becoming increasingly important in the Canadian economy and employment creation, as the country progresses through its economic transformation. In this study, various behavioural technology adoption models such as the Theory of Reasoned Action (TRA), Theory of Planned Behaviour (TPB), Rogers�?? Diffusion of Innovation Model, Technology Acceptance Model (TAM), and Unified Theory of Acceptance and Use of Technology Two (UTAUT2) have been explained and reviewed to present the best model suited to target Canadian Generation Y consumers. They can helped to explain consumers�?? behavioural intention and usage.
关键词：Behavioural Technology Adoption Model;Youngest Generation;Online Shopping Behaviour;E-Commerce.