@article{alazab2020assessing,
  title = {Assessing the Effect of UTAUT2 on Adoption of B2B/C2C E -Marketplaces},
  author = {Khalid ALAZAB and Martin DICK and Shaghayegh MALEKI FAR},
  year = 2020,
  url = {https://ibimapublishing.com/articles/JIEBS/2020/690228/},
  journal = {Journal of Internet and e-business Studies},
  volume = 2020,
  pages = 11,
  doi = 10.5171/2020.690228,
  abstract = {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 e-marketplaces adoption particularly in Saudi Arabia. This research proposes a framework that aids in exploring those factors. For achieving these objectives, a quantitative approach has been utilized. Data for this study will be collected from active users of internet in Saudi Arabia via survey. Analysis will be made using Structural Equation Modelling (SEM). This research will also add to the e-marketplace literature through a theoretical framework which will also show the intention to use and the adoption/usage behavior of consumers in Saudi Arabia. The findings of this study are also going to be proved as helpful for the government as well as business organizations related to this area. Additionally, this research is also going to provide an empirically based model regarding factors affecting the intention to use and the adoption/usage of e-marketplaces.},
  keywords = {E-marketplaces, UTAUT2, Intention to use and Adoption/Use, B2C and C2C, Saudi Arabia},
  note = Article ID: 690228
}