• The Journal of the Convergence on Culture Technology
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• v.10 no.3
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• pp.643-650
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• 2024

Currently, South Korea is grappling with a paradoxical situation characterized by simultaneous labor shortages and job shortages. Within this context, retirees are citing conflicts with supervisors/colleagues and dissatisfaction with organizational culture as the primary reasons for their departure, with these issues disproportionately affecting the MZ generation. In response, scholars have conducted preliminary studies to understand the relationships between organizational culture and other variables specifically concerning the MZ generation. However, most of these studies are based on a unified theory of the MZ generation, failing to satisfy the practical demands for distinguishing between Generations M and Z. Therefore, this research aims to explore the differences in variable relationships between these two groups within the hospitality industry. Surveys were conducted among 170 individuals from Generation M and 110 from Generation Z, and the data were analyzed using AMOS structural equation modeling. The analysis confirmed that both hierarchical culture and generational conflict significantly define relationships across all generations, with generational conflict adversely affecting organizational commitment. Additionally, while a relationship-oriented culture negatively impacts generational conflict for Generation M, no such effect was observed for Generation Z. This study successfully identifies the differential impacts between Generation M and Generation Z.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.5
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• pp.177-184
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• 2020

The paper examines the reaction of the Z-Vietnam generation to online TV advertising (TVC), which elements of online TV advertising has a positive influence, which factors do not affect or negatively affect their consumption decisions for the advertised goods. Data for the study was collected from 300 Vietnam's Generation Z in Ho Chi Minh City through live interviews or questionnaires through Google Docs Forms, with over 30 questions. The six basic factors that influence the reactions of Generation Z consumers are information, entertainment, irritation, credibility, interaction, and advertising value. The research results show that, due to the influence of social media and generational characteristics, most consumers of the Generation Z in Vietnam have a favorable attitude towards online TV advertising, and they appreciate this form of advertising. Information element, irritation, credibility and entertainment have a strong and positive impact on TVC. The other two factors are advertising value and interaction, which does not significantly affect the reaction of this generation. This study needs to be checked and reviewed by subsequent studies on a larger scale and in a wider scope because the study only conducted random sampling on a small scale, did not meet the requirements for representation and generality.

• Journal of Distribution Science
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• v.20 no.9
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• pp.1-10
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• 2022

Purpose: Public sector is usually not an attractive career choice for the youths, due to the uncompetitive income and the working environment. Therefore, understanding the motivations of the Generation Z, the currently early-career employees, to work in the public sector is important. This research aims to address a gap in the literature on the linkage between Personality Traits of Generation Z and Public Service Motivation (PSM). Research Design, Data, and Methodology: Using the sample of Vietnamese generation Z, it shows how individual personality, as defined by the Big Five, affects PSM. A quantitative survey of 355 university students, who are members of this generation and are preparing to join the labor market, was undertaken. We used SEM to examine the results. Results: Our findings show that Agreeableness, Neuroticism, and Conscientiousness are significant antecedents of PSM. Agreeableness, which leads to three PSM dimensions, namely Compassion, Self-Sacrifice, and Commitment to Public Values, is the best predictor of this motivation. Meanwhile, Neuroticism and Conscientiousness only affect the dimension of Compassion. Conclusion: This study adds to the limited current knowledge on the personality-PSM relationship among generation Z. The distribution of affective (Compassion, Self-Sacrifice) and norm-based (Commitment to Public Values) motives provide insight for both career counselors and recruiters in public service delivery.

• Journal of Digital Convergence
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• v.18 no.3
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• pp.317-323
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• 2020

This research is based on product development that improves user experience such as design and function by analyzing the usage behavior of elements experienced by generation Z as customers and users in the process leading to disposal of earphones even before purchase. The behavior of earphones in Generation Z was analyzed through in-depth interview and surveys of the customer experience and user experience of earphones. The results of the study were common or characteristic. They are user experience based on brand dependency, sharing experiences and seeking simplified design and convenience, which is related with the lifestyle of the generation Z. This study is expected to be a fundamental study of product research and marketing strategies that will take advantage of the characteristics of Generation Z, who will be the main player of the market in the future.

• The Journal of Industrial Distribution & Business
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• v.14 no.2
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• pp.35-44
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• 2023

Purpose: The purpose of this study is to investigate factors that affect overall attitudes on accommodations sharing platform businesses and effects of overall attitudes on sustainability of accommodation sharing platform and contribution to the tourism industry with the perspectives of millennials and generation Z. Research design, data and methodology: This study conducted an online survey. This study applied factor, ANOVA, and regression analysis to test hypotheses. Results: The results found that factors including economic, trust, environment, local market facilitation, and the quality of residents' life affect overall attitudes toward accommodation sharing, while social and experience aspects do now show significance on overall attitudes. Effects of overall attitudes on sustainability of the accommodation sharing platform and contribution to the tourism industry showed significance. Conclusions: The results provide managerial and policy implications. The results implied how millennials and generation Z perceive significant factors such as local market facilitation for economic benefits and environment aspects with usage of accommodation sharing support characteristics of millennials and generation Z. How to foster social aspects to interact with millennials and generation Z and experience aspects to enhance values of the accommodation sharing that shares experiences remained future issues for better development of sharing platform businesses.

• The Journal of Asian Finance, Economics and Business
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• v.9 no.1
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• pp.333-343
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• 2022

Humans are facing many environmental challenges. Climate change, water pollution, global warming, and hazardous waste disposal are all issues that many countries throughout the world are dealing with. People's psychology and consumer behavior are significantly affected by these challenges, particularly generation Z, which is immediately affected by environmental changes. Young people have a strong sense of curiosity and have access to readily updated knowledge. Today's youth, in particular, live a civilized and responsible lifestyle. As a result, people recognize the significance of their own consumption behavior in affecting environmental change and are increasingly replacing them with green, ecologically friendly products as a fantastic method to mitigate their harmful consequences. In this research, there are four factors related to the young generation and environmental awareness that affect green consumption intention: perceived environmental responsibility, green knowledge, green attitude, and green product value. The goal of this study is to look into how detrimental environmental changes affect Generation Z's green consumption habits. This study used primary data from over 1000 people in the age group, which was processed using the AMOS 20 software. All the characteristics described above had an impact on Generation Z's green consumption intentions, according to the findings.

• The Journal of Asian Finance, Economics and Business
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• v.8 no.11
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• pp.179-190
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• 2021

The purpose of this study is to understand the impact of influencers on generation Z (Gen Z) in the online environment. This article has applied the theories of source credibility, TAM, IAM, and TPB to identify influencer characteristics that affect the purchasing behaviors of Gen Z customers. This research was conducted using a Google Form survey with 24 pre-designed questions. A total of 464 valid questionnaires from Gen Z Vietnamese were collected between November 2020 and January 2021. Data was analyzed using partial least squares structural equation modeling (PLS-SEM) with SmartPLS 3 software. The analysis results confirmed that the components of influencer credibility have a positive impact on Gen Z's purchasing behaviors under the mediated influence of argument quality, perceived usefulness, and social influence. Surprisingly, for Gen Z, the influencers' attractiveness has the strongest impact on their online behavior. More specifically, attractiveness plays the most important role in the perceived usefulness and social influence of Gen Z customers, while influencers' expertise has the strongest impact on argument quality delivered to customers. This study provides evidence of a change in the way Gen Z responds to marketing activities. They are more drawn by the attraction of influencers than their expertise.

• Journal of Korea Society of Digital Industry and Information Management
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• v.19 no.3
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• pp.45-60
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• 2023

The purpose of this study is to explore factors that affect millennials and generation Z customers' perception on intention to recommend to use the digital payment services and invesetigate factors that affect perception on sustainable growth of the digital payment services. This study applied the following research questions: i) how perceived brand value, easy to use, personalization, open to public, and social value affect intention to recommend to use the digital payment services and ii) how perceived public policy, promotional strategy, and prspects affect intention to recommend to use the digital payment services to others. This study conducted an online survey. This study applied factor, ANOVA, and regression analysis to test hypotheses. The results of this study found that effects of personalization, open to public, and social value on intention to recommend the service showed significance in the case of millennials, while effects of brand value, easy to use, and open to publis on intention to recommend the service showed significance in the case of generation Z. The results provide managerial and policy implications on how to apply better strategies and pepare policies to enhance adoption of the digital payment service in cases of millennials and generation Z.

• Korean Journal of Artificial Intelligence
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• v.12 no.1
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• pp.7-16
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• 2024

This study aims to explore driving factors of Artificial Intelligence application for city marketing strategy with perspectives of millennials and generation Z. This study proposed the following research questions: i) how perceived place branding factor, public service factor, affective factor, immersive experience factor, cognitive factor, cost benefit factor, social networking factor, and promotional value factor affect attitude toward AI application for city marketing; and ii) how attitude affect satisfaction and prospect toward AI application for city marketing? This study conducted an online survey with the assistance of a well-known research agency and applied factor and regression analysis to test hypotheses. The results found that effects of place branding, cognitive, social networking, and promotional value affect attitude significantly in the case of millennials, while effects of public service, affective, cost benefit, social networking, and promotional value affect attitude significantly in the case of generation Z. The results found that effects of attitude on satisfaction and prospect of AI showed significance. The results provide implications and different aspects for AI application of city marketing strategy with perspectives by generations, while millennials and generation Z perceived effects of promotional value as the most significant factor for AI application of city marketing strategy.

• Human Ecology Research
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• v.60 no.3
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• pp.443-458
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• 2022

Generation MZ, a generic term for millennials and members of Generation Z, is an innovation-leading consumer group in the current market. This study aimed to examine the impact of the ethical consumption tendencies of millennials and Generation Z on the purchase intention of social enterprise fashion products. Data were collected from Generation MZ (15-40 years old) by quota sampling based on the demographic variables of gender, age, and region, respectively. Eight hundred responses were analyzed by descriptive statistics, factor analysis, t-test, and regressions using SPSS software. Three value factors (egoistic, altruistic, and biospheric) and three ethical consumption tendency factors (resource saving tendency, eco-friendly tendency, and consciousness of corporate responsibility) were determined by factor analyses. The results confirmed that women, who showed a higher ethical consumption tendency in all three factors, were more altruistic and biospheric than men. Furthermore, women portrayed a more favorable attitude and purchase intention towards fashion products of social enterprises. The results demonstrated that members of Generation Z were more altruistic and biospheric than millennials. Additionally, the attitude, purchase intention, and willingness to pay premium prices were higher in Generation Z members. It was confirmed that higher biospheric values correlated with greater values for the three ethical consumption tendency factors. The altruistic value affected both the resource saving tendency and eco-friendly trend, while the egoistic value had an effect on the resource saving tendency. Both attitude and purchase intention were positively influenced by all three of the ethical consumption tendency factors, and affected the willingness to pay premium prices. This was subsequently influenced by the resource saving tendency and consciousness of corporate responsibility. The results of this study contribute to understanding Generation MZ as a consumer group, and the establishment of marketing strategies for fashion companies.