This paper aims to examine generational formative referents as factors that influence meeting attendees’ adoption and technology use within virtual and hybrid meetings, and test the applicability of the technology acceptance model (TAM) as presented by Davis (1986). This study investigates how attendees’ experiences from their respective formative years (i.e. generational formative referents), the basis of the Generational Cohort Theory (GCT), influence the TAM model constructs.
A partial least squares analysis test is utilized to determine technology acceptance within meetings across three generations: Baby Boomers (1946-1964), Generation X (1965-1978) and Generation Y (1979-2000).
The multi-group comparison determined all three generations responded similarly with regard to the paths being tested, indicating each of the three generational cohorts within this study are influenced by the experiences of their formative years, which are different for each generation.
The findings add to the limited foundation for scholars wanting to further analyze technology use within meetings, and for those interested in generational influences.
This study provides useful information for marketers and planners to increase meeting attendance, enhance attendee satisfaction, and further explore meeting engagement opportunities.
Underpinning the GCT, this study is the first within hospitality and tourism studies to investigate a theoretical model on generational technology use within meetings.
