APPLIED TECHNOLOGY ACCEPTANCE MODEL: RESEARCHING THE IMPACT OF MOTIVATIONAL FACTORS FOR USING ONLINE SHOPPING TECHNOLOGY ON GENERATION Z
DOI:
https://doi.org/10.24867/15GI10MaslesaKeywords:
Technology acceptance model, online shoping, generation Z, digital marketingAbstract
The second decade of the 21st century was marked by the digital transformation of many processes, including purchasing. Online shopping has brought many innovations in business and created many opportunities when it comes to online business. It has also brought new implications when it comes to consumer habits and behavior. As the generation shift in the workforce is underway, but also among consumers, it is important to explore how the new generation, Generation Z, behaves as a consumer and user of modern shopping platforms. The research in this paper deals with the problem of how Generation Z perceives technology for online shopping through the technology acceptance model. The subjects of the paper are members of Generation Z, and the influence of motivational factors that influence the decision to use the selected technology for online shopping. The aim of this paper is to show how motivational factors influence the decision to use a certain platform through the prism of digital marketing and e-commerce.
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