Frame the question
Focused on continuance intention among Generation Z in phygital mobility.
01 / PROJECT OVERVIEW
The opportunity
and the challenge.
My undergraduate research examined factors associated with Generation Z users’ intention to continue using phygital e-bike-sharing services, through an Extended UTAUT2 perspective.
Mobility services combine digital touchpoints and physical experience. Understanding what encourages continued use can inform service design and marketing decisions.
02 / MY CONTRIBUTION
What I helped
move forward.
I developed a survey-based study, engaged with technology-adoption and consumer-behavior theory, and interpreted the research to derive managerial insights.
03 / APPROACH AND EXECUTION
From thought
to action.
Apply theory
Used an Extended UTAUT2 framework to structure the research.
Interpret implications
Connected consumer insight with practical service and marketing questions.
04 / DOCUMENTED OUTCOME
UTAUT2
What the work delivered
The work formed an undergraduate research project in Marketing Management. It demonstrates applied consumer research and analytical communication. This page does not claim journal publication or empirical effect sizes that have not been supplied.
05 / REFLECTION
A takeaway
worth keeping.
Good research helps translate user behavior into better questions and better business decisions.
This public case study is based on the supplied professional résumé and research/academic records. Project covers are conceptual illustrations, not photographs presented as evidence. Private employer/client information has been omitted.