A. Al mamun, Noorshella Binti Che Nawi, N. Nasir, Syed Ali Fazal
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引用次数: 9
Abstract
ABSTRACT This study focuses on the factors (i.e., social influence, performance expectancy, perceived trust, perceived risk, perceived enjoyment, and effort expectancy) contributing to the depth of social-media adoption as a business platform and its effect on consumer engagement among student entrepreneurs in Malaysia under the premise of the Unified Theory of Acceptance and Use of Technology (UTAUT). The findings of this study reveal that performance expectancy, perceived risk, perceived trust, and perceived enjoyment significantly affect the depth of social-media adoption, which in turn significantly affects consumer engagement.
期刊介绍：
Present circumstances underscore the need to improve the understanding of conducting business with and within the Asia-Pacific countries. The Journal of Asia-Pacific Business™ provides a blend of cutting-edge knowledge and practical applications on business management and marketing strategy. In the Journal of Asia-Pacific Business™, you will find articles and feature sections that provide a pragmatic view of the business environment in this dynamic region. This essential resource offers readers a good blend of descriptive, conceptual, and theoretical articles dealing with current topics.
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