Assessing the Effect of UTAUT2 on Adoption of B2B/C2C E -Marketplaces
Journal of Internet and e-business Studies
This research intends to determine the key elements affecting the intention to use and the usage/adoption of B2C and C2C e-marketplaces in Saudi Arabia; drawing upon the theories of Hofstede’s cultural dimensions and UTAUT2 model. There has been little research in the area of C2C…