Irene (Eirini) KAMENIDOU1, Aikaterini STAVRIANEA2, Aikaterini VASSILIKOPOULOU3, Ifigeneia MILONA1 and Spyridon MAMALIS1
1International Hellenic University, Thessaloniki, Greece
2National Kapodistrian University, Athens, Greece
3Hellenic Open University, Patras, Greece
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 the results, the paper offers suggestions for more effectively targeting this generational cohort.