IDEAS home Printed from https://ideas.repec.org/a/eme/jamrpp/jamr-10-2023-0302.html
   My bibliography  Save this article

E-commerce behavioral intention of Vietnam Gen Z by using the UTAUT2 model

Author

Listed:
  • Phong Thanh Cao

Abstract

Purpose - It is important to note that research specifically focusing on the application of UTAUT2 to Gen Z in Vietnam remains limited. Consequently, future research should aim to explore the application of UTAUT2 to Gen Z, thereby contributing to the practical theory and actual development of e-commerce in Vietnam. Design/methodology/approach - To gather data, the researcher utilized a quantitative approach by conducting surveys through Google Forms. Regression analysis was employed with SPSS and AMOS software to explore the relationship between constructs in the UTAUT2 model and e-commerce behavioral intention and use behavior. The present study included 32 observed variables, and the final sample size was 302 participants based on the actual situation. Findings - The findings demonstrate the successful testing of UTAUT2 and yield positive results within the context of a developing country like Vietnam. Furthermore, the author acknowledges the influence of gender in the model, contributing to the diverse outcomes within this research domain. According to the research results, the UTAUT2 model explains that 69.5% of consumers exhibit behavioral intentions to use e-commerce. Therefore, it represents the predictive power of the model. Originality/value - This study contributes significantly by concentrating on Generation Z’s e-commerce acceptance in Vietnam. It validates the UTAUT2 model within this demographic, underscores the influence of hedonic motivation and habit and reveals intriguing gender differences in behavioral intentions. These findings offer valuable insights for businesses and policymakers targeting Gen Z consumers.

Suggested Citation

  • Phong Thanh Cao, 2024. "E-commerce behavioral intention of Vietnam Gen Z by using the UTAUT2 model," Journal of Advances in Management Research, Emerald Group Publishing Limited, vol. 22(2), pages 323-337, October.
  • Handle: RePEc:eme:jamrpp:jamr-10-2023-0302
    DOI: 10.1108/JAMR-10-2023-0302
    as

    Download full text from publisher

    File URL: https://www.emerald.com/insight/content/doi/10.1108/JAMR-10-2023-0302/full/html?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://www.emerald.com/insight/content/doi/10.1108/JAMR-10-2023-0302/full/pdf?utm_source=repec&utm_medium=feed&utm_campaign=repec
    Download Restriction: Access to full text is restricted to subscribers

    File URL: https://libkey.io/10.1108/JAMR-10-2023-0302?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    More about this item

    Keywords

    E-Commerce; UTAUT2; Gen Z;
    All these keywords.

    JEL classification:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eme:jamrpp:jamr-10-2023-0302. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Emerald Support (email available below). General contact details of provider: .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.