Article: Refining the traits-based technology acceptance model for Vietnamese Gen Z in the service sector Journal: Journal for Global Business Advancement (JGBA) 2023 Vol.16 No.4 pp.609 - 637 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. Inderscience Publishers - linking academia, business and industry through research

Title: Refining the traits-based technology acceptance model for Vietnamese Gen Z in the service sector

Authors: Nhu-Ty Nguyen; Thai-Ngoc Pham; Khanh-Ngan Nguyen Pham

Addresses: School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam ' School of Business, International University, Vietnam National University, Ho Chi Minh City, 700000, Vietnam

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.

Keywords: personal traits; 3M model; Vietnamese Gen Z; elemental traits; compound traits; situational traits; technology adoption; service industry; model refining.

DOI: 10.1504/JGBA.2023.141426

Journal for Global Business Advancement, 2023 Vol.16 No.4, pp.609 - 637

Received: 24 Apr 2024
Accepted: 19 May 2024
Published online: 12 Sep 2024 *

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Title: Refining the traits-based technology acceptance model for Vietnamese Gen Z in the service sector

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