What Drives Event Discovery Apps User Behaviors Among Generation Z? Evidence from Macau

Abstract

The purpose of this research is threefold: (1) to develop a theoretical framework for the investigation of event discovery mobile applications (event discovery apps) usage behavior, (2) to examine the core determinants from the technology acceptance model (TAM), and (3) to study the effect of moderating factors in explaining the relationships of influential factors among young event-goers. Generation Z event discovery apps usage behavior was examined by incorporating the psychology-based TAM to understand motivational factors better. Results revealed that core TAM factors (perceived ease of use and perceived usefulness) influenced Generation Z's event discovery apps adoption behavior. Additionally, price value and perceived enjoyment, as extensions of the TAM, were found to have a significant influence on Generation Z's attitude and intention. This research contributes to the body of knowledge pertaining to the "Generation Smart" (Generation Z) by filling the void in the psychological literature on young consumerism and provide empirical research with a replicable theoretical framework. Further, for members of the festival and event industry alike (e. g., destination marketing organizations), this research offers up-to-date and insightful information that pertains to the needs of young consumers while developing self-enabled products or services to empower smart event development and advance the marketing efforts of local festivals and events.