Factors Influencing the Intention to Use Social Media for Traveling in Gen Z

Abstract

The objective of this study is to investigate and explore possible reasons that influence the intention to use social media for traveling in Gen Z. The conceptual framework is developed by proofed theories, Technology acceptance model (TAM model) and Theory of planned behavior (TPB). The result of sample size was 213 respondents whose ages range from 18 to 24 (Generation Z), the sampling method was a purposive sampling technique. The result indicates that perceived utility and perceived ease of use have statistically significant positive effect on consumers’ attitude. However, only perceived behavioral control, and subjective norms have a statistically significant positive effect on consumers’ intention to use social media for traveling in Gen Z. This concludes that the respondents are more likely to use social media for traveling, if they are more influenced by subjective norms such as their family agree for using social media for traveling, or friends recommend them to use it, or to follow their close-relationship person. Also, if respondents can manage the way to use social media on their demand, they are more likely to use social media for traveling.