E-commerce behavioral intention of Vietnam Gen Z by using the UTAUT2 model

Purpose - It is important to note that research specifically focusing on the application of UTAUT2 to Gen Z in Vietnam remains limited. Consequently, future research should aim to explore the application of UTAUT2 to Gen Z, thereby contributing to the practical theory and actual development of e-commerce in Vietnam. Design/methodology/approach - To gather data, the researcher utilized a quantitative approach by conducting surveys through Google Forms. Regression analysis was employed with SPSS and AMOS software to explore the relationship between constructs in the UTAUT2 model and e-commerce behavioral intention and use behavior. The present study included 32 observed variables, and the final sample size was 302 participants based on the actual situation. Findings - The findings demonstrate the successful testing of UTAUT2 and yield positive results within the context of a developing country like Vietnam. Furthermore, the author acknowledges the influence of gender in the model, contributing to the diverse outcomes within this research domain. According to the research results, the UTAUT2 model explains that 69.5% of consumers exhibit behavioral intentions to use e-commerce. Therefore, it represents the predictive power of the model. Originality/value - This study contributes significantly by concentrating on Generation Z’s e-commerce acceptance in Vietnam. It validates the UTAUT2 model within this demographic, underscores the influence of hedonic motivation and habit and reveals intriguing gender differences in behavioral intentions. These findings offer valuable insights for businesses and policymakers targeting Gen Z consumers.