Citation

Alimuddin, Nur Azlin and Rao, Levnesh and Mohammad, Muzafidah (2025) Moderating role of privacy concerns on the determinants of mobile tourism adoption among Generation Z. SEARCH Journal of Media and Communication Research, 17 (5). pp. 117-131. ISSN 2672-7080

Text SEARCH-2025-P8-17-CLESS2024.pdf - Published Version Restricted to Repository staff only Download (243kB)

Abstract

Mobile tourism is transforming how consumers interact with travel services, yet its adoption remains limited among Generation Z in Selangor. Trust in wireless networks plays a pivotal role in encouraging mobile tourism app usage; however, heightened privacy concerns may undermine this trust and reduce users’ willingness to adopt such technologies. Grounded in an integrated framework combining the Technology Acceptance Model (TAM) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this study examines the influence of perceived usefulness, perceived ease of use, social influence, and wireless trust on mobile tourism adoption intentions. It also explores the moderating role of privacy concerns on the relationship between wireless trust and behavioural intention. A quantitative cross-sectional survey of 384 Gen Z respondents was conducted in Selangor. The results indicate that perceived usefulness, ease of use, social influence, and wireless trust significantly influence mobile tourism adoption intentions. Importantly, privacy concerns was found to moderate the effect of wireless trust, weakening its positive influence. These findings contribute to mobile tourism literature by offering a comprehensive framework for understanding Gen Z adoption behaviour and provide practical implications for enhancing wireless trust while mitigating privacy concerns to promote broader adoption.

Item Type:	Article
Uncontrolled Keywords:	Digital trust in tourism, Generation Z, Mobile tourism adaption, moderating effects, perceived usefulness, privacy concern, privacy concerns, social influence, wireless trust
Subjects:	H Social Sciences > HD Industries. Land use. Labor > HD28-70 Management. Industrial Management > HD30.2 Electronic data processing. Information technology. Including artificial intelligence and knowledge management
Divisions:	Faculty of Applied Communication (FAC)
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	29 Jul 2025 04:32
Last Modified:	01 Aug 2025 02:19
URII:	http://shdl.mmu.edu.my/id/eprint/14370

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