The Factors Influencing Generation Z Consumers' Intentions to Register for 'All Member' Membership at 7-Eleven Convenience Stores

Abstract

This research investigated the factors influencing Generation Z consumers' intentions to register for the 'All Member' membership at 7-Eleven convenience stores. Given that 7-Eleven has over 14,215 branches nationwide (Prachachat, 2566) and serves a diverse customer base of all genders and ages, it is suitable to investigate the factors influencing the membership intention of Generation Z consumers. The goal is to derive the maximum benefit for the business, enabling the development of strategies that align with consumer needs. The research collected survey data from 405 Generation Z individuals, all 7-Eleven All members. Statistical analyses, including Multiple Regression Analysis and Pearson Correlation Coefficient, were conducted using the Statistical Package for Social Science (SPSS). The research focuses on three key variables: Perceived Usefulness (Technology Acceptance Model - TAM), Perceived Ease of Use (TAM), and Trust, all influencing the decision to register for the 'All Member' membership at 7-Eleven convenience stores among Generation Z consumers. This study contributes insights to enhance the understanding of factors shaping Generation Z's engagement with loyalty programs in the context of a ubiquitous.