Title:
The Case of Malaysian Student Entrepreneurs
Authors:
Abdullah Al Mamun, UCSI University, Malaysia
Noorshella Binti Che Nawi, Universiti Malaysia Kelantan, Malaysia
Noorul Azwin Binti Md Nasir, Universiti Malaysia Kelantan, Malaysia
Syed Ali Fazal, International University of Business Agriculture and technology (IUBAT), Bangladesh
Published:
Journal of Asia-Pacific Business, Volume 21, 14 July 2020
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.