The Behavioral Intention and Use of Digital Technology in Generation Z during Thailand COVID-19 Pandemic
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Abstract
This research aims to study the influence of perceived ease of use on perceived usefulness of Generation Z digital technology adoption; to study the influence of perceived usefulness, perceived ease of use, risk, and trust on the behavioral intention of Generation Z in digital technology use; and to study the influence of behavioral intention on the digital technology use of Generation Z in Thailand. The researchers were interested in the studying of Generation Z people born between 1995 and 2012, who were skilled and fluent in digital technology. A total of 397 sample respondents were used in this study. The result of the IOC validity test of the entire questionnaire was 0.93, and the result of the reliability test of the entire questionnaire with Cronbach’s Alpha was 0.97. The research data were collected by a convenient and purposeful randomized method, and the data were collected using an online questionnaire. Statistical analysis of the study was performed using descriptive statistics and path analysis with the PLS-SEM method. The results revealed that (1) perceived ease of use significantly affected perceived usefulness, (2) four key factors included perceived usefulness, perceived ease of use, risk, and trust had a significant effect on behavioral intention of digital technology use, and (3) behavioral intention of Generation Z positively influenced actual use of digital technology during COVID-19 situation. The results of this study provide insights into the perceptions and behaviors of Generation Z in Thailand during the coronavirus situation, which will benefit organizations involved in the use of digital technology in this population.
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ต้นฉบับที่ได้รับการตีพิมพ์ในวารสารคณะศิลปศาสตร์ มหาวิทยาลัยแม่โจ้ ถือเป็นกรรมสิทธิ์ของมหาวิทยาลัยแม่โจ้ ห้ามนำข้อความทั้งหมดหรือบางส่วนไปพิมพ์ซ้ำ เว้นเสียแต่จะได้รับอนุญาตจากมหาวิทยาลัยฯ เป็นลายลักษณ์อักษรReferences
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