{"title":"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","authors":"Xiubai Li, Shui Yu, Zehua Li, Cuiqin Chen, Yuan Yuan, Hailing Xie","doi":"10.1002/jtr.70111","DOIUrl":null,"url":null,"abstract":"<div>\n \n <p>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.</p>\n </div>","PeriodicalId":51375,"journal":{"name":"International Journal of Tourism Research","volume":"27 5","pages":""},"PeriodicalIF":5.7000,"publicationDate":"2025-09-04","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Digital Natives in Virtual Markets: Exploring Generation M's Tea Consumption Through the TAM and TPB Frameworks\",\"authors\":\"Xiubai Li, Shui Yu, Zehua Li, Cuiqin Chen, Yuan Yuan, Hailing Xie\",\"doi\":\"10.1002/jtr.70111\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"<div>\\n \\n <p>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.</p>\\n </div>\",\"PeriodicalId\":51375,\"journal\":{\"name\":\"International Journal of Tourism Research\",\"volume\":\"27 5\",\"pages\":\"\"},\"PeriodicalIF\":5.7000,\"publicationDate\":\"2025-09-04\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"International Journal of Tourism Research\",\"FirstCategoryId\":\"91\",\"ListUrlMain\":\"https://onlinelibrary.wiley.com/doi/10.1002/jtr.70111\",\"RegionNum\":3,\"RegionCategory\":\"管理学\",\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"HOSPITALITY, LEISURE, SPORT & TOURISM\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"International Journal of Tourism Research","FirstCategoryId":"91","ListUrlMain":"https://onlinelibrary.wiley.com/doi/10.1002/jtr.70111","RegionNum":3,"RegionCategory":"管理学","ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"HOSPITALITY, LEISURE, SPORT & TOURISM","Score":null,"Total":0}
Digital Natives in Virtual Markets: Exploring Generation M's Tea Consumption Through the TAM and TPB Frameworks
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.
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.
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