Trust, utilitarian value and experiential drivers of Generation Z’s adoption of hybrid travel websites: an extension of UTAUT-2

Abstract

This study extends the unified theory of acceptance and use of technology (UTAUT) framework by adding constructs of online trust and utilitarian value to examine their effects on behavioural intention and use behaviour. Quantitative data from 400 Generation Z respondents were analysed using an explanatory sequential mixed-methods design. Structural equation modelling was applied in the first phase, followed by two focus group discussions and key informant interviews with 11 purposively selected participants to contextualise the quantitative findings. The results of this study indicate that hedonic motivation and performance expectancy are the highest predictors of behavioural intention, while behavioural intention, utilitarian value and online trust significantly influence actual use behaviour. Qualitative findings further suggest that trust and continued engagement depend on transparency, a usable interface and authenticity. The research gives empirical justification to a modified version of the UTAUT framework in the context of hybrid tourism platforms and offers a more nuanced understanding of Gen Z digital consumption patterns. The findings provide theoretical refinement and practical information for platform design and governance for digitally integrated hospitality environments.