Refining the traits-based technology acceptance model for Vietnamese Gen Z in the service sector
by Nhu-Ty Nguyen; Thai-Ngoc Pham; Khanh-Ngan Nguyen Pham
J. for Global Business Advancement (JGBA), Vol. 16, No. 4, 2023

Abstract: In accordance with the 3M model of Mowen (2003), this paper has formally refined a traits-based model to explain for the technology acceptance behaviour among Vietnamese Gen Z in the service industry. There has been a lack of models modified for the Vietnamese context, as traits-based applications require befitting consideration. An in-depth interview was designed with 10 informants to collect qualitative data. The newly model has defined the three tiers based on their levels of abstractiveness included: (1) elemental traits (e.g.: Agreeableness, Conscientiousness, Extraversion, and Openness to experience); (2) compound traits (e.g.: Self-efficacy, Need for affiliation, Proactive personality, Innovativeness, and Competitiveness); (3) situational traits (e.g.: Desire for unique products, Perceived usefulness, and Market maven) to account for a surface trait (accept a new technology). The refined traits-based model provides an effective tool for both researchers and practitioners in predicting Gen Z consumer's adoption toward a new technology in service industry.

Online publication date: Thu, 12-Sep-2024

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