What is it about?
Few studies have investigated how anxiety operates within the Unified Theory of Acceptance and Use of Technology (UTAUT) framework. Consequently, the purpose of this paper is to explore the influence of anxiety on the customer adoption of online shopping based on the UTAUT.
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Why is it important?
This study contributes to the theory by including anxiety in the UTAUT and applying it to the online shopping context. The evidence about the significance of anxiety, with contingencies regarding age, gender and experience, supplies practical implications for online marketing strategies.
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This page is a summary of: Customer online shopping anxiety within the Unified Theory of Acceptance and Use Technology (UTAUT) framework, Asia Pacific Journal of Marketing and Logistics, April 2016, Emerald,
DOI: 10.1108/apjml-05-2015-0077.
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