Factors that affect students' intention and use of technology : an assessment of UTAUT2 in the context of YouTube video forwarding behaviour
Suresh Acharya, P. Ganesan
| Year of publication: |
2019
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|---|---|
| Authors: | Acharya, Suresh ; Ganesan, P. |
| Published in: |
International journal of business and emerging markets : IJBEM. - Olney, Bucks : Inderscience Publ., ISSN 1753-6219, ZDB-ID 2442561-8. - Vol. 11.2019, 4, p. 348-367
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| Subject: | technology acceptance | UTAUT2 | YouTube | marketer generated content | MGC | user generated content | UGC | forwarding frequency | PLS-SEM | use behaviour | SNS friends | behavioural intention | Innovationsakzeptanz | Innovation adoption | Konsumentenverhalten | Consumer behaviour | Studierende | Students | Verbrauchereinstellung | Consumer attitudes | Social Web | Social web | Mediennutzung | Media usage | Online-Marketing | Internet marketing |