What impacts e-commerce acceptance of generation Z? A modified technology acceptance model

E-commerce, in other words electronic commerce, is a digital way of trade of goods and services by transferring data via Internet. It is expected that the future consumers in 2020s will consist of Generation Z. The aim of the paper to investigate as well as incorporate various factors of Generation Z’s behavioral intention to use e-commerce based on the modified technology acceptance model (TAM). Together with basic structure of TAM, in this particular study we take into account additional constructs such as price savings, time, trust, perceived risk and satisfaction. Totally of 162 questionnaires are collected via university and high school students who are expected to be Generation Z due to year of birth who live in Turkey. The Structural Equation Modeling (SEM) methodology was implemented by using SmartPLS 3.2.7 software to evaluate the data and test the proposed hypotheses. This study provides new practical insights for authorities seeking to implement e-commerce. Based on Generation Z attitude, companies will have to take strategic actions toward to the business. The results of this study suggest that perceived usefulness and trust are affecting behavioral intention to use significantly and directly. On the other hand, there are some results which are different than general expectations. For instance, price saving is not a significant determinant of satisfaction for Generation Z.