Abstract:

This paper examines the perceived ease of use, perceived security control, behavioral intention, and intention to recommend an online accommodation booking platform by the Generation Z cohort. Additionally, it segments the Generation Z market based on these variables. A total of 632 consumers who belong to the Generation Z cohort participated in the online study. Data analysis included descriptive statistics, reliability, factor, and K-Means cluster analysis.  Segmentation revealed three segments of Gen Zers, namely the Positives, the Neutrals, and the Negatives. Based on results, the paper offers suggestions for more effectively targeting this generational cohort.