Digital Natives in Virtual Markets: Exploring Generation M's Tea Consumption Through the TAM and TPB Frameworks

IF 5.7 3区管理学 Q1 HOSPITALITY, LEISURE, SPORT & TOURISM

International Journal of Tourism Research Pub Date : 2025-09-04 DOI:10.1002/jtr.70111

Xiubai Li, Shui Yu, Zehua Li, Cuiqin Chen, Yuan Yuan, Hailing Xie

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引用次数: 0

Abstract

This study investigates the influence of Generation M (born 1995–2010) on the consumption trends of the “New-style Tea Drinks” within the metaverse. A comprehensive model of consumer behavior is constructed by integrating the Theory of Planned Behavior (TPB), the Technology Acceptance Model (TAM), and the factor of perceived risk. This study using AMOS 24.0 to test the research hypotheses. The findings demonstrate that perceived ease of use, perceived utility, perceived risk, perceived behavioral control, subjective norms, consumption attitudes, and consumption intentions significantly affect consumption behavior. The study highlights the cognitive processes of Generation M in forming new tea consumption behaviors. It offers recommendations for enhancing marketing strategies in the New-style Tea Drink industry from a metaverse perspective. The study specifically examines how metaverse-based interactions shape consumption behavior.

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虚拟市场中的数字原住民：通过TAM和TPB框架探索M世代的茶叶消费

本研究探讨了M一代（1995-2010）对虚拟世界中“新型茶饮”消费趋势的影响。结合计划行为理论（TPB）、技术接受模型（TAM）和感知风险因素，构建了消费者行为的综合模型。本研究采用AMOS 24.0对研究假设进行检验。研究发现，感知易用性、感知效用、感知风险、感知行为控制、主观规范、消费态度和消费意向对消费行为有显著影响。研究强调了M一代形成新的茶叶消费行为的认知过程。从元生态的角度对新型茶饮行业的营销策略提出了建议。该研究特别考察了基于元交互的交互如何塑造消费行为。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

International Journal of Tourism Research HOSPITALITY, LEISURE, SPORT & TOURISM-

CiteScore

9.00

自引率

4.30%

发文量

期刊介绍： International Journal of Tourism Research promotes and enhances research developments in the field of tourism. The journal provides an international platform for debate and dissemination of research findings whilst also facilitating the discussion of new research areas and techniques. IJTR continues to add a vibrant and exciting channel for those interested in tourism and hospitality research developments. The scope of the journal is international and welcomes research that makes original contributions to theories and methodologies. It continues to publish high quality research papers in any area of tourism, including empirical papers on tourism issues. The journal welcomes submissions based upon both primary research and reviews including papers in areas that may not directly be tourism based but concern a topic that is of interest to researchers in the field of tourism, such as economics, marketing, sociology and statistics. All papers are subject to strict double-blind (or triple-blind) peer review by the international research community.