E-commerce present opportunities and challenges for businesses, especially for micro-enterprises. This paper proposed a theoretical framework that in line with the unique characteristics of E-commerce acceptance in mi...E-commerce present opportunities and challenges for businesses, especially for micro-enterprises. This paper proposed a theoretical framework that in line with the unique characteristics of E-commerce acceptance in micro-enterprises in Chengdu, which is based on the unified theory of acceptance and use of technology （UTAUT） model. The extending UTAUT model includes key constructs of performance expectation, perceived behavioral control and the characteristics of owner-managers.展开更多
文摘E-commerce present opportunities and challenges for businesses, especially for micro-enterprises. This paper proposed a theoretical framework that in line with the unique characteristics of E-commerce acceptance in micro-enterprises in Chengdu, which is based on the unified theory of acceptance and use of technology （UTAUT） model. The extending UTAUT model includes key constructs of performance expectation, perceived behavioral control and the characteristics of owner-managers.
