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.

中文翻译：

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社交媒体和消费者参与度：马来西亚学生企业家案例

摘要

这项研究的重点是因素（例如，社会影响力，绩效期望，感知的信任，感知的风险，感知的享受和努力期望），这些因素有助于社会媒体被广泛用作商业平台及其对学生企业家之间消费者参与的影响在马来西亚接受和使用技术统一理论（UTAUT）的前提下。这项研究的结果表明，绩效预期，感知风险，感知信任和感知享受显着影响社交媒体采用的深度，进而显着影响消费者的参与度。