新冠肺炎后影响Z世代在越南使用QR Pay意向的因素

IF 1.2 Q4 BUSINESS Innovative Marketing Pub Date : 2023-09-05 DOI:10.21511/im.19(3).2023.09
Nguyen Minh Sang
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引用次数: 0

摘要

本研究的目的是在新冠肺炎大流行后的越南背景下,研究影响Z世代个人使用QR Pay倾向的决定因素。为了收集必要的数据,本研究对415名相关服务或产品的客户进行了抽样调查。该调查于2022年9月至2023年1月使用谷歌表单平台进行,采用了方便抽样的方法。本文利用技术接受模型(TAM)和技术接受与使用统一理论(UTAUT)框架构建了一个研究模型。然后,使用偏最小二乘结构方程建模(PLS-SEM)对数据进行分析。主要研究结果表明,态度、新冠肺炎影响、个人创新性、感知兼容性、感知易用性、感知有用性和社会影响是越南Z世代采用QR Pay意向的重要决定因素。这项研究为影响新冠肺炎疫情阴影下越南Z世代客户采用技术行为的因素提供了有价值的见解。这些发现可以使业务经理和决策者受益,因为他们可以更好地了解影响客户技术采用的因素,并制定有效的战略来提高客户对技术的接受度。鸣谢作者衷心感谢所有花时间完成调查的消费者。此外,我们衷心感谢有关各方以及胡志明市银行大学提供的难以置信的支持和帮助,为完成这项研究做出了重大贡献。
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Factors affecting Gen Z’s intention to use QR Pay in Vietnam after Covid-19
The objective of this study was to examine the determinants that impact the inclination of Generation Z individuals to use QR Pay in the context of Vietnam following the COVID-19 pandemic. In order to gather the necessary data, this study conducted a survey among a sample of 415 individuals who were customers of the relevant service or product. The survey was conducted using the Google Forms platform from September 2022 to January 2023, employing a convenience sampling approach. This paper constructed a research model utilizing the technology acceptance model (TAM) and unified theory of acceptance and use of technology (UTAUT) frameworks. Then, it analyzed the data using partial least squares structural equation modeling (PLS-SEM). Principal findings indicate that attitude, COVID-19 impact, personal innovativeness, perceived compatibility, perceived ease of use, perceived usefulness, and social influence are significant determinants of Vietnamese Gen Z’s intention to adopt QR Pay. This study provides valuable insights into the factors affecting Gen Z customers’ behavior toward technology adoption in Vietnam under the shadow of the COVID-19 pandemic. The findings can benefit business managers and policymakers, as they can better understand the factors that influence customers’ technology adoption and develop effective strategies to enhance customers’ acceptance of technology. AcknowledgmentThe author wishes to convey heartfelt gratitude to all consumers who took the time to complete the survey. Furthermore, heartfelt gratitude is extended to all parties involved, as well as the Ho Chi Minh City University of Banking, for their incredible support and help, which contributed considerably to the completion of this study.
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来源期刊
Innovative Marketing
Innovative Marketing Economics, Econometrics and Finance-Economics, Econometrics and Finance (miscellaneous)
CiteScore
2.50
自引率
9.10%
发文量
58
审稿时长
9 weeks
期刊最新文献
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