Critical Success Factors Of E-Marketing Adoption Among Young Generation : The Moderating Effects Of Knowledge Acquisition Mechanisms

Lai, Chai Kuan (2014) Critical Success Factors Of E-Marketing Adoption Among Young Generation : The Moderating Effects Of Knowledge Acquisition Mechanisms. Project Report. UTeM, Melaka, Malaysia. (Submitted)

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Abstract

In this globalized world, information and communication technologies are growing rapidly, such as internet/network, digitalization products and others advance technologies. Over the years, more developing countries have initiated strategies to achieve an appropriate level of e-business development (Chong, Ooi, Lin, & Tang, 2009; Uzoka, Shemi, & Seleka, 2007) as cited by Marimuthu et al. (2012). As the world gets into the twenty-first century, the business approach of companies and manufacturer has changed due to the advent of the Internet with its rapid attributes (Ainin & Noor Ismawati, 2003). Usage of the Internet also computer devices, smart phones like emails and even social network websites like Face book, LinkedIn or Twitter has become an essential daily need for many people (Raad, Yeassen, Alam, Zaidan, & Zaidan, 2010). Thus, to reap the benefits of the internet usage, numerous of activities have been undertaken by firms and businesses for enhancing their official websites. The purpose of this research is to explore the learning mechanism use by today’s young generation (Gen-Y) in Malaysia who wishes to adopt or adopted e-marketing as their business tool in order to market their product or service through network/internet. This research is focusing on investigating the factors of e-marketing adoption and also examines the moderating effect of knowledge acquisition towards the relationship between factors and success of e-marketing adoption. The survey will be conducted through a designed questionnaire with 200 respondents, while, the data collected will be analyzed quantitatively for the effectiveness of the learning approach applying.

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