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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my.oum.15552023-09-07T06:45:38Z Generation Y’s behavioural usage of small businesses’ retail websites: gender difference Lim, Allen Chai , Lee Goi Dell, Peter Goi, Mei Teh HB Economic Theory HB615 Entrepreneurship HD28 Management. Industrial Management 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. 2023 Article PeerReviewed 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 https://library.oum.edu.my/repository/1555/ |
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HB Economic Theory HB615 Entrepreneurship HD28 Management. Industrial Management Lim, Allen Chai , Lee Goi Dell, Peter Goi, Mei Teh Generation Y’s behavioural usage of small businesses’ retail websites: gender difference |
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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. |
format |
Article |
author |
Lim, Allen Chai , Lee Goi Dell, Peter Goi, Mei Teh |
author_facet |
Lim, Allen Chai , Lee Goi Dell, Peter Goi, Mei Teh |
author_sort |
Lim, Allen |
title |
Generation Y’s behavioural usage of small businesses’ retail websites: gender difference |
title_short |
Generation Y’s behavioural usage of small businesses’ retail websites: gender difference |
title_full |
Generation Y’s behavioural usage of small businesses’ retail websites: gender difference |
title_fullStr |
Generation Y’s behavioural usage of small businesses’ retail websites: gender difference |
title_full_unstemmed |
Generation Y’s behavioural usage of small businesses’ retail websites: gender difference |
title_sort |
generation y’s behavioural usage of small businesses’ retail websites: gender difference |
publishDate |
2023 |
url |
https://library.oum.edu.my/repository/1555/ |
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1800725526192586752 |
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13.154905 |