Understanding Chinese Gen Z and their online shopping intentions through TAM

被引:5
|
作者
Copeland, Lauren Reiter [1 ]
Bhaduri, Gargi [2 ]
Huang, Ouya [2 ]
机构
[1] Kent State Univ, Fash Sch, Kent, OH 44240 USA
[2] Kent State Univ, Kent, OH USA
关键词
Technology acceptance model; Chinese consumers; Taobao; Online shopping; Purchase intention; Gen Z; CONSUMER SELF-CONFIDENCE; USER INVOLVEMENT; ATTITUDE ACCESSIBILITY; BEHAVIORAL INTENTION; PERCEIVED USEFULNESS; FASHION PRODUCTS; INFORMATION; TECHNOLOGY; ACCEPTANCE; MODEL;
D O I
10.1108/APJML-03-2022-0241
中图分类号
F [经济];
学科分类号
02 ;
摘要
PurposeThe purpose of this study is to examine the ease of use and usefulness of the application Taobao and whether involvement, self-confidence and self-expression of users are related and ultimately affect the purchase intention of Gen Z Chinese users on the site.Design/methodology/approachThe theoretical basis of Technology Acceptance Model (TAM) was utilized. An online survey of 46 questions and 190 responses of Chinese consumers between the ages of 18 and 23 was conducted. PROCESS and a linear regression were used to analyze the results.FindingsThrough the lens of the TAM (Davis, 1989), the findings of this study determined that for participants TAM was deemed more useful when TAM was viewed than as easier to use. However, in this case perceived ease of use and usefulness did not directly relate to attitude. Instead, attitude was directly related to self-expression, confidence and involvement as the determining factors of positive attitude leading to intention. The study found that self-expression was most significant regarding attitude. To influence perceived self-expression though, ease of use and usefulness were crucial to obtain this effective characteristic.Originality/valueIn this study how the ease of use and usefulness of the application and involvement, self-confidence and self-expression of users are related and affect the purchase intention is examined.
引用
收藏
页码:2361 / 2376
页数:16
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