EXPLORING THE RELATIONSHIP BETWEEN THE GENERATION Z CONSUMERS’ DESIRE TO LEARN AND OPENNESS TO TECHNOLOGY

<doi>10.24250/jpe/SI/2023/GP/DCB/FP/CMS/</doi>

Abstract

This study explores the relationship between the desire to learn and openness to technology among Generation Z consumers. As a digitally native generation, Generation Z has grown up in an era of rapid technological advancement. This has influenced their attitudes and behaviors towards learning and technology adoption. The aim of this research is to investigate whether there is a correlation between the desire to learn and openness to technology among Generation Z consumers. The research employed a quantitative survey method to collect data from a diverse sample of Generation Z consumers. The survey included measures of desire to learn, openness to technology, and demographic information. Data analysis was conducted using Pearson correlation and regression analysis to explore potential associations between motivation and openness to technology. The results show that Engagement and Desire to Learn are significant predictors for perceived usefulness. Related to the predictors of attitude and intentions to use, results showed that Engagement (R² = 0.19, p < 0.05) and Eagerness to Learn (R² = -0.20, p < 0.05) were predictors for attitude toward mobile apps. On the other side, engagement (R² = 0.17, p < 0.01), fearlessness (R² = -0.21, p < 0.01), and Eagerness to Learn (R² = -0.14, p < 0.05) were significant predictors for the intention to use mobile apps in the future. These findings have important implications for marketers, educators, and policymakers. Understanding the relationship between the desire to learn and openness to technology can help organizations develop targeted strategies to engage Generation Z consumers effectively.