Understanding Chinese Gen Z and their online shopping intentions through TAM

Abstract

Purpose

The 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/approach

The 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.

Findings

Through 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/value

In 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.

Citation

Copeland, L.R., Bhaduri, G. and Huang, O. (2023), "Understanding Chinese Gen Z and their online shopping intentions through TAM", Asia Pacific Journal of Marketing and Logistics, Vol. 35 No. 10, pp. 2361-2376. https://doi.org/10.1108/APJML-03-2022-0241