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Vietnamese Generation Z’s behavioral intention to use active noise cancelling headphones: integration of technology acceptance model and protection motivation theory

Van Khoi Ma et al.

International Journal of Pharmaceutical and Healthcare Marketing2026https://doi.org/10.1108/ijphm-07-2025-0151article
AJG 1ABDC C
Weight
0.50

What the paper says

Purpose This study aims to investigate the adoption of active noise cancelling (ANC) headphones among Generation Z consumers in Vietnam. Given the increasing risk of hearing loss caused by prolonged exposure to high-volume audio, ANC headphones emerge as a health-supportive consumer technology. By integrating the technology acceptance model (TAM) and protection motivation theory (PMT), this research tests both functional and psychological determinants of ANC headphone adoption in a health-care-relevant context. Design/methodology/approach A structured questionnaire was distributed using purposive sampling, yielding 311 valid responses. Structural equation modeling was conducted using covariance-based structural equation modeling (CB-SEM) to test and confirm the hypothesized relationships. Findings Perceived usefulness, perceived ease of use and self-efficacy significantly influenced behavioral intention across both models. Unexpectedly, perceived severity negatively impacted behavioral intention while perceived vulnerability showed no effect, suggesting that Generation Z may be resistant to fear-based health appeals. Response efficacy and response costs were not significant, indicating that the perceived effectiveness of protective actions does not strongly shape behavioral intentions in this context. Originality/value This study extends the application of TAM and PMT to the context of wearable health-related technology among an emerging market demographic. It reveals generational resistance to traditional health fear appeals and highlights the importance of self-efficacy and perceived usefulness in shaping health-tech adoption.

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https://doi.org/https://doi.org/10.1108/ijphm-07-2025-0151

Or copy a formatted citation

@article{van2026,
  title        = {{Vietnamese Generation Z’s behavioral intention to use active noise cancelling headphones: integration of technology acceptance model and protection motivation theory}},
  author       = {Van Khoi Ma et al.},
  journal      = {International Journal of Pharmaceutical and Healthcare Marketing},
  year         = {2026},
  doi          = {https://doi.org/https://doi.org/10.1108/ijphm-07-2025-0151},
}

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.